| 授業名 | Introduction to BBA（Marketing） |
|---|---|
| Course Title | Introduction to BBA（Marketing） |
| 担当教員 Instructor Name | Louie Wong |
| コード Couse Code | NUC125_N21A |
| 授業形態 Class Type | 講義 Regular course |
| 授業形式 Class Format | On Campus |
| 単位 Credits | 2 |
| 言語 Language | EN |
| 科目区分 Course Category | 専門教育科目200系 / Specialized Subject 200 |
| 学位 Degree | BSc |
| 開講情報 Terms / Location | 2021 UG Nisshin Term1 |
授業の概要 Course Overview
Mission Statementとの関係性 / Connection to our Mission Statement
This course aligns with NUCB's mission of educating innovative and ethical leaders with "Frontier Spirits" by facilitating students to understand the core concepts of marketing and gain insights from industry practices in regional and global business contexts.
授業の目的（意義） / Importance of this course
Marketing is core to business. Management guru Peter Drucker once said, “Because its purpose is to create a customer, the business enterprise has two —and only these two— basic functions: marketing and innovation.” This course provides an introduction to marketing and the associated key concepts, frameworks and techniques that support the development, planning and implementation of marketing strategies. Key concepts include marketing strategy, marketing mix, value proposition, customers buying dynamics, market segmentation and targeting, brand positioning, marketing channels, integrated marketing communication, etc.
到達目標 / Achievement Goal
By studying this course, students will get familiarize with the key concepts/frameworks/techniques of marketing and be able to apply them in real-world business situations.
本授業の該当ラーニングゴール Learning Goals
*本学の教育ミッションを具現化する形で設定されています。
LG1 Critical Thinking
LG2 Diversity Awareness
LG3 Ethical Decision Making
LG4 Effective Communication
LG2 Diversity Awareness
LG3 Ethical Decision Making
LG4 Effective Communication
受講後得られる具体的スキルや知識 Learning Outcomes
Upon successful completion of this course, students should be able to
1. Explain the key concepts/frameworks/techniques of marketing
2. Discuss the role and importance of marketing in organizations
3. Appreciate the process of developing, planning and implementing marketing strategy
4. Analyse different marketing mix strategies
5. Critically evaluate real-world marketing practices
1. Explain the key concepts/frameworks/techniques of marketing
2. Discuss the role and importance of marketing in organizations
3. Appreciate the process of developing, planning and implementing marketing strategy
4. Analyse different marketing mix strategies
5. Critically evaluate real-world marketing practices
SDGsとの関連性 Relevance to Sustainable Development Goals
Goal 4 質の高い教育をみんなに（Quality Education）
教育手法 Teaching Method
| 教育手法 Teaching Method | % of Course Time | |
|---|---|---|
| インプット型 Traditional | 70 % | |
| 参加者中心型 Participant-Centered Learning | ケースメソッド Case Method | 30 % |
| フィールドメソッド Field Method | 0 % | 合計 Total | 100 % |
事前学修と事後学修の内容、レポート、課題に対するフィードバック方法 Pre- and Post-Course Learning, Report, Feedback methods
This course consists of lectures, tutorials, small group discussions, in-class exercises, case studies, and examination. Lectures will focus on the introduction and explanation of key concepts and theories of marketing. Contemporary issues and real-life examples will also be provided to enhance students’ knowledge and understanding.
Readings (lecture materials, relevant articles or cases) are provided beforehand and assigned for each class. Students are required to prepare for at least 2-3 hours per class in this course. The emphasis will be on student responsibility for learning through active participation in various in-class activities.
Constructive feedback will be given to students for their in-class activities as and when appropriate.
Readings (lecture materials, relevant articles or cases) are provided beforehand and assigned for each class. Students are required to prepare for at least 2-3 hours per class in this course. The emphasis will be on student responsibility for learning through active participation in various in-class activities.
Constructive feedback will be given to students for their in-class activities as and when appropriate.
授業スケジュール Course Schedule
第1日（Day1）
Theme: Introduction to Marketing第2日（Day2）
Theme: Marketing Strategies and Plans第3日（Day3）
Theme: Customers' Buying Dynamics第4日（Day4）
Theme: Marketing Segmentation, Targeting, and Positioning●使用するケース
Ippudo: Bringing Japan To Paris In a Bowl (HBP) *第5日（Day5）
Theme: Creating, Developing and Managing Offerings第6日（Day6）
Theme: Delivering Value Through Marketing Channels第7日（Day7）
Theme: Integrated Marketing Communication●使用するケース
Managing Online Reviews on TripAdvisor (HBP) *===========================
*: Case selection is not final and may vary.
===========================
成績評価方法 Evaluation Criteria
*成績は下記該当項目を基に決定されます。
*クラス貢献度合計はコールドコールと授業内での挙手発言の合算値です。
Quizzes / Tests = In-class Exercises
*クラス貢献度合計はコールドコールと授業内での挙手発言の合算値です。
| 講師用内規準拠 Method of Assessment | Weights |
|---|---|
| コールドコール Cold Call | 0 % |
| 授業内での挙手発言 Class Contribution | 30 % |
| クラス貢献度合計 Class Contribution Total | 30 % |
| 予習レポート Preparation Report | 0 % |
| 小テスト Quizzes / Tests | 30 % |
| シミュレーション成績 Simulation | 0 % |
| ケース試験 Case Exam | 0 % |
| 最終レポート Final Report | 0 % |
| 期末試験 Final Exam | 40 % |
| 参加者による相互評価 Peer Assessment | 0 % |
| 合計 Total | 100 % |
評価の留意事項 Notes on Evaluation Criteria
• Active participation is required and expected.Quizzes / Tests = In-class Exercises
教科書 Textbook
- Author removed at request of original publisher「Principles of Marketing (This is an open textbook)」University of Minnesota Libraries Publishing（2015）978-1-946135-19-3
参考文献・資料 Additional Readings and Resource
Michael R. Solomon, Greg W. Marshall and Elnora W. Stuart. (2018). Marketing: Real People, Real Choices, 9th Edition, Global Edition. Pearson Education.
Philip Kotler and Kevin Lane Keller. (2016).A Framework for Marketing Management, 6th Edition, Global Edition. Pearson Education.
Additional relevant readings will be provided as and when appropriate.
Philip Kotler and Kevin Lane Keller. (2016).A Framework for Marketing Management, 6th Edition, Global Edition. Pearson Education.
Additional relevant readings will be provided as and when appropriate.
授業調査に対するコメント Comment on Course Evaluation
n/a
担当教員のプロフィール About the Instructor
Louie Wong is a Professor and an Associate Dean at NUCB Business School, Nagoya University of Commerce and Business, Japan. He received his PhD in Information Systems from the City University of Hong Kong, where he currently serves as an Adjunct Professor. Louie’s research focus on the intersection of technology and human behaviour. His research interests include action research, AI in business, digital leadership, digital transformation, social media and supply chain management. His research has been published in Information & Management, Information Systems Journal, International Journal of Information Management, Journal of Information Technology among others. Louie is currently an associate editor at Information Systems Journal.
（実務経験 Work experience）
Besides, Louie is also a seasoned business executive with decades of industry experience in the Asia Pacific region. Prior to his academic career, Louie served in various senior management positions at leading multinational companies such as Digital Equipment Corporation (DEC), Compaq, Check Point Technologies, and Citrix. His last industry position was the Chief Marketing Officer of a listed company in the new media industry.
Refereed Articles
- (2025) The impact of social media on digital guanxi development in the Chinese workplace: A technology affordance perspective. International Journal of Information Management 84 0268-4012 online:1873-4707
- (2024) Combining Low-Code/No-Code with Noncompliant Workarounds to Overcome a Corporate System’s Limitations. MIS Quarterly Executive 23(3): 1540-1960
- (2023) Instant messaging, interruptions, stress and work performance. Information Technology & People 0959-3845
- (2023) The art of digital transformation as crafted by a chief digital officer. International Journal of Information Management 69(102617): 0268-4012
- (2022) Information Systems as a Nexus of IT Systems: A New View of Information Systems Practice. Journal of Information Technology 37(4): 0268-3962
Refereed Proceedings
- (2023). Spearheading Digital Transformation: The Role of the Chief Digital Officer. PACIS 2023 Proceedings .Pacific Asia Conference on Information Systems (PACIS) 2023. 1. 3. Nanchang, China
- (2023). Developing Guanxi Through Social Media: User Archetypes and Influencing Factors. ECIS 2023 Research-in-Progress Papers .The 31st European Conference on Information Systems (ECIS), Kristiansand, Norway. 1. 3. Kristiansand, Norway
- (2023). The Impact of Social Media on Digital Guanxi Development in the Chinese Workplace. Proceedings of the 56th Hawaii International Conference on System Sciences .The Impact of Social Media on Digital Guanxi Development in the Chinese Workplace. 1. 3. Maui, Hawaii, USA
- (2020). Beneficial Non-Compliance with Inadequate Information Systems. International Conference on Information Systems (ICIS) 2020 Proceedings .International Conference on Information Systems (ICIS) 2020. 1. 3. India
- (2019). Adopted Globally but Unusable Locally: What Workarounds Reveal about Adoption, Resistance, Compliance and Non-Compliance. Proceedings of the 27th European Conference on Information Systems (ECIS) .27th European Conference on Information Systems (ECIS 2019). 1. 3. Stockholm, Sweden