| 授業名 | MARKETING MANAGEMENT |
|---|---|
| Course Title | MARKETING MANAGEMENT |
| 担当教員 Instructor Name | George Y. Wang |
| コード Couse Code | NUC254_N18A |
| 授業形態 Class Type | |
| 単位 Credits | |
| 言語 Language | EN |
| 学位 Degree | BSc |
| 開講情報 Terms / Location | 2018 UG Nisshin Spring |
授業の概要 Course Overview
Misson Statementとの関係性 / Connection to our Mission Statement
授業の目的（意義） / Importance of this course
Marketing is often defined as advertising - a highly visible activity by which organizations try to persuade consumers to buy products and services. However, marketing is much more than advertising and even the most skillful marketing cannot make consumers buy things that they don't want. Marketing involves two basic sets of activities. The first set starts with identifying consumer needs and ends with positioning the product or service to satisfy those needs and differentiate it from competition. In between, rigorous analysis of the competition, the customer, the environment, and the company's own capabilities are required.
The second set of activities revolves around the "marketing mix" - letting the consumer know about the product in an attention-getting, convincing, and motivating way, getting it to the consumer through the best combination of distribution channels, pricing it effectively, and offering incentives to try, purchase, and purchase more. At any point along the way, failure to get one of these activities right may result in the failure of the product. Positioning is the key to product success, but even a perfect product with brilliant positioning won't last long if its benefits are not clearly communicated to the right people, if its price is too high or too low, if it is sold through the wrong retailers, or displayed poorly.
In this course, students will be introduced to the principles underlying these activities and given opportunities to analyze markets and formulating strategy.
The second set of activities revolves around the "marketing mix" - letting the consumer know about the product in an attention-getting, convincing, and motivating way, getting it to the consumer through the best combination of distribution channels, pricing it effectively, and offering incentives to try, purchase, and purchase more. At any point along the way, failure to get one of these activities right may result in the failure of the product. Positioning is the key to product success, but even a perfect product with brilliant positioning won't last long if its benefits are not clearly communicated to the right people, if its price is too high or too low, if it is sold through the wrong retailers, or displayed poorly.
In this course, students will be introduced to the principles underlying these activities and given opportunities to analyze markets and formulating strategy.
到達目標 / Achievement Goal
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
The objectives of this course are therefore aimed to:
- Introduce students to the concepts, analyses, and activities that comprise marketing management,
- Help students sharpen their analytical skills and show them how to use these skills to assess and solve marketing problems, and
- Give students an opportunity to refine their oral and written communication skills.
This course meets the following learning goals:
- Diversity awareness,
- Analytical decision making skills, and
- Asian business perspective.
- Introduce students to the concepts, analyses, and activities that comprise marketing management,
- Help students sharpen their analytical skills and show them how to use these skills to assess and solve marketing problems, and
- Give students an opportunity to refine their oral and written communication skills.
This course meets the following learning goals:
- Diversity awareness,
- Analytical decision making skills, and
- Asian business perspective.
教育手法 Teaching Method
| 教育手法 Teaching Method | % of Course Time | |
|---|---|---|
| インプット型 Traditional | 20 % | |
| 参加者中心型 Participant-Centered Learning | ケースメソッド Case Method | 80 % |
| 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
In addition to lectures, this course will use case analysis, discussion and team building exercises whenever appropriate to demonstrate the applications of theories discussed. The course will also require students to work on a project as a team which will culminate in a paper and a presentation.
授業スケジュール Course Schedule
Class 1 Course Introduction, Defining marketing for the 21st century
Class 2 Case study: Google Case study: Nike Inc.
Class 3 Developing marketing strategies and plans Case study: Intel
Class 4 Gathering information and scanning the environment
Class 5 Case study: Wal-Mart
Class 6 Conducting marketing research and forecasting demand Case study: P&G
Class 7 Midterm, Creating customer value, satisfaction, and loyalty
Class 8 Case study: Hello Kitty
Class 9 Analyzing consumer markets
Class 10 Case study: Ikea
Class 11 Identifying market segments and targets Case study: HSBC
Class 12 Creating brand equity
Class 13 Case study: McDonald's
Class 14 Final Exam
Class 2 Case study: Google Case study: Nike Inc.
Class 3 Developing marketing strategies and plans Case study: Intel
Class 4 Gathering information and scanning the environment
Class 5 Case study: Wal-Mart
Class 6 Conducting marketing research and forecasting demand Case study: P&G
Class 7 Midterm, Creating customer value, satisfaction, and loyalty
Class 8 Case study: Hello Kitty
Class 9 Analyzing consumer markets
Class 10 Case study: Ikea
Class 11 Identifying market segments and targets Case study: HSBC
Class 12 Creating brand equity
Class 13 Case study: McDonald's
Class 14 Final Exam
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。
*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 | 20 % |
| クラス貢献度合計 Class Contribution Total | 20 % |
| 予習レポート Preparation Report | 0 % |
| 小テスト Quizzes / Tests | 25 % |
| シミュレーション成績 Simulation | 0 % |
| ケース試験 Case Exam | 30 % |
| 最終レポート Final Report | 0 % |
| 期末試験 Final Exam | 25 % |
| 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
使用ケース一覧 List of Cases
-
ケースは使用しません。
教科書 Textbook
- Charles W. Lamb, Joseph F Hair, Carl McDaniel, Jane Summers, Michael Gardiner「MKTG3, 3rd Edition」Cengage（2015）9780170355506
参考文献・資料 Additional Readings and Resource
Marketing Management: an Asian Perspective, Kotler, Keller, Ang, Leong, and Tan, Pearson Education, ISBN: 978-981-06-8797-7.
授業調査に対するコメント Comment on Course Evaluation
This course is proved to be valuable to students who would like to learn about marketing management from the Asian perspective.
Dr. George Wang has received excellent course evaluations in the past.
Dr. George Wang has received excellent course evaluations in the past.
担当教員のプロフィール About the Instructor
Prof. George Wang received his MBA degree from University of Connecticut, USA, and his PhD degree from Imperial College London, UK.
Prior to his academic career in Japan, he has served at University of Colorado Denver (USA) and National Kaohsiung University of Science and Technology (Taiwan).
His research interest is on corporate finance, corporate governance, and investment appraisal.
In addition to academics, Dr. Wang has rich industry work experience, such as consultant, chief financial manager, and independent board director at several publicly listed companies (PLCs).
（実務経験 Work experience）
Academic work experience:
1. Professor in Business and Economics, Soka University, Japan
2. Associate Professor in Economics, University of Colorado Denver, USA.
3. Assistant Professor, National Kaohsiung University of Science and Technology, Taiwan.
Industry work experience:
1. Independent Director of Board, Hwatou Biotech Company (Publicly Issued Company), Taiwan.
2. Consultant to several industrial firms, Taiwan and UK.
3. Financial Director, Feng-Tay Enterprise Co., Ltd. (PLC), Taiwan.
4. Security Analyst, Cathay Life Insurance Co. (PLC), Taiwan.