MOTIVATION –
Marketing everywhere is all about creating the best "customer value propositions", that is, solutions to customer needs. 
Doing it well is hard enough, but doing it well on a global stage can be a big challenge. In fact, in today’s global reality of shifting markets and consumer trends, and rapidly emerging new markets, and old global market leaders fading and new emerging ones quickly replacing them, and new industry paradigms linking consumer needs across borders and across platforms, it is not feasible just to understand marketing in a closed ecosystem context or in a domestic market context. 
The new reality is that markets around the world are inter-linked and consumer needs are driven by new value propositions that can emerge from a multiple of directions and interconnected global market solutions. And while it might be true that the old idea, “Think global but act local”, still makes some sense, the new reality is far more complex and more quickly evolving than the slower moving world that existed just a few years ago. Indeed, it is almost impossible to understand about building marketing strategies to meet customer value propositions even in your own domestic market, unless you can understand and get the power of the international and global marketing dynamics.
Given this, it is obvious that business professionals everywhere – not just marketing professionals – need to understand these things and be able to take advantage of the vast new business and professional opportunities being offered by this global sea of change, and this must be a key course motivation! 

We will accomplish this through active use of business case studies from Harvard and other schools that will give us practical cross-border insight on variety of key marketing topics, from week-to-week - it will be fun, fresh and critically useful!

*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。

COURSE OBJECTIVES & VALUE PROPOSITION 
 
 


While global marketing is the result of the evolution from domestic marketing to international marketing to global marketing, this “marketing in a changing global business environment” course will broadly focus on both international marketing and global marketing for developed market companies looking to enter emerging world markets and also look at emerging market leaders expanding into developed and other emerging markets. 

One key learning objective will be to examine multinational corporations from both developed and emerging markets, and explore the challenges that they face in entering new markets, especially emerging markets, and to examine localization and product strategies in these new markets as well as to discuss marketing strategy differences in developed and emerging markets.
Another important learning objective will be to take the fundamental marketing concepts (like environmental analysis/3Cs, market segmentation, target market, positioning and the “marketing mix” 4Ps) from a domestic stage onto an international stage, and to then understand how to analyze and decide on what parts of a domestic marketing strategy would need to be adjusted to create sustainable new value propositions (and why).
Indeed, the course will offer participants a unique “learning” value proposition that might be a key integrative link to competitive career success in the future This is a course designed to give you key marketing tools and abilities to understand how to build winning marketing strategies, not just in a changing global situation, but how to translate that back to your domestic market. This will empower you to understand how to create the best solutions to customers needs, and will be valuable learning for anyone in business, not just marketing professionals. Moreover, the need to become global managers with powerful tools in global marketing is now a “basic requirement” as the market power of emerging markets quickly grows and developed global economies mature.
Bottom line This is a course designed to give you key marketing tools and abilities to understand how to build winning marketing strategies, not just in a changing global situation, but how to translate that back to your domestic market. This will empower you to understand how to create the best solutions to customers needs, and will be valuable learning for anyone in business, not just marketing professionals. Moreover, the need to become global managers with powerful tools in global marketing is now a “basic requirement” as the market power of emerging markets quickly grows and developed global economies mature. Indeed, the course will offer participants a unique “learning” value proposition that might be a key integrative link to competitive career success in the future


教育手法 Teaching Method		% of Course Time
インプット型 Traditional		25 %
参加者中心型 Participant-Centered Learning	ケースメソッド Case Method	75 %
	フィールドメソッド Field Method	0 %
合計 Total		100 %

COURSE APPROACH -
The course follows a active learning and partcipant-centered case study approach.
Each class day (Wednesday periods 3 and 4, Spring Term 2) follows the same format basically.
-Learning slides on a cross-border marketing topic
-Case discussion on that day's case study for the whole class
-Case discussion in small groups on specific case topics (and discussing outcomes with class)
-Wrap up with professor comments and suggestions

Traditional in the "Teaching Method" above means interactive lecture on various cross-border marketing topics, followed by "application" of the concepts through the case studies (basically one per week, although some may continue a bit into the following week)

*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。

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	40 %
クラス貢献度合計 Class Contribution Total	40 %
予習レポート Preparation Report	0 %
小テスト Quizzes / Tests	0 %
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	30 %
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

COURSE GRADES -
The course grades will depend on your overall performance in 4 areas –
1. Participation in class case discussions (Quantity/Quality of comments)

2. Participation/contribution to the in-class group discussions on the case questions assigned
3) Written case report (One of the class cases, student choice - take home "exam")

4) Final exam (Essay style, 4 or 5 short question topics)



• None「NONE REQUIRED」None（None）

OPTIONAL SUPPORT ARTICLES/NOTES 


OPTIONAL
*For DAY 1-7
Note on Marketing Strategy

HBS Publishing, Product # 598061-PDF-ENG 

 





OPTIONAL
*For DAY 2-7
Distance still matters: The hard reality of global expansion

Harvard Business Review (HBR), Product # R0108K-PDF-ENG
 


To be updated later

（実務経験 Work experience）