シラバス Syllabus

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 専門専門科目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


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.
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.
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

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

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 %

学習方法、レポート、課題に対するフィードバック方法 Course Approach, 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.

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) *

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*: Case selection is not final and may vary.
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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。
講師用内規準拠 Method of Assessment Weights
予習レポート Preparation Report 0 %
コールドコール Cold Call 0 %
授業内での挙手発言 Class Contribution 30 %
ケース試験 Case Exam 0 %
参加者による相互評価 Peer Assessment 0 %
シミュレーション成績 Simulation 0 %
小テスト Quizzes / Tests 30 %
最終レポート Final Report 0 %
期末試験 Final Exam 40 %
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

使用ケース一覧 List of Cases

    ケースは使用しません。

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.

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 at NUCB Business School, Graduate School of Management. He is an active researcher and educator with extensive teaching, research, and industry experience. Louie received his Ph.D. degree in Information Systems from City University of Hong Kong. He also holds an MBA degree, a Bachelor and a Master of Science degrees in Computer Science. Before joining NUCB Business School, Louie was a Visiting Fellow at City University of Hong Kong. In the last 15 years, Louie has designed and taught various undergraduate and graduate business courses in Hong Kong and Japan.

Louie's research interests include management information systems, digital transformation, blockchain, social media, knowledge management, supply chain management, information security, and action research. He currently serves as an Associate Editor for Information Systems Journal. His research has been published in prominent international peer-reviewed journals and proceedings of conferences.

(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

  • (2021) The coordination of workarounds: Insights from responses to misfits between local realities and a mandated global enterprise system. Information & Management 0378-7206
  • (2021) The ethics of action research participation. Information Systems Journal 1365-2575
  • (2018) Knowledge sharing in a global logistics provider: An action research project. Information & Management 55(5): 0378-7206
  • (2016) Web 2.0 and Communication Processes at Work: Evidence From China. IEEE Transactions on Professional Communication 59(3): 0361-1434
  • (2016) Using interactive systems for knowledge sharing : The impact of individual contextual preferences in China. Information & Management 53(2): 0378-7206

Refereed Proceedings

  • (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
  • (2014). Designing Artifacts for Systems of Information. Information Systems and Global Assemblages, Springer New York LLC .IFIP WG 8.2 Working Conference on Information Systems and Organizations, IS&O 2014. 1. 3. Auckland, New Zealand
  • (2014). The mediating role of Guanxi network and communication performance in transforming Web 2.0 technologies usage to work performance: An empirical study in China. Proceedings of the 25th Australasian Conference on Information Systems, 8th - 10th December, Auckland, New Zealand .25th Australasian Conference on Information Systems. 1. 3. Auckland, New Zealand
  • (2014). Contextual preferences and network-based knowledge sharing in China. AMCIS 2014 Proceedings .20th Americas Conference on Information Systems, AMCIS 2014.. 1. 3. Savannah, GA, United States






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