シラバス Syllabus

授業名 Introduction to BBA (Marketing)
Course Title Introduction to BBA (Marketing)
担当教員 Instructor Name 梁 敬烈(Yang Gyung Yeol)
コード Couse Code NUC308_N22B
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
学位 Degree BSc
開講情報 Terms / Location 2022 UG Nisshin Term3

授業の概要 Course Overview

By discussing the latest marketing practices through diverse cases together with concrete comprehension of marketing theories will help students understand the dynamic marketing world and become future leaders in this rapidly changing business world.
Marketing is one of the most important things a business can do. Marketing refers to the process through which businesses promote themselves and their products by communication with potential customers. This course is designed to serve as an introduction to the basic principles of marketing practices, and the application of these practices.
The objective of this course is to introduce students to the concepts, analyses, and activities that comprise marketing management, and to provide practice in assessing and solving marketing problems. Subjects covered include the Marketing Mix (4P), Value Proposition, STP (Segmentation, Targeting, and Positioning), CRM (Customer Relationship Management), IMC (Integrated Marketing Communications), Strategic Planning, Digital Marketing, Retail Marketing, E-commerce, D2C (Direct To Customer), Viral Marketing etc.

本授業の該当ラーニングゴール Learning Goals


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 satisfactory completion of this course, students will be able to:
- Understand the basic principles, theories, concepts and dynamics of Marketing.
- Improve skills in group problem-solving and in verbal and written communication in English
- Apply these principles and tools in Marketing to practical business decision making situations.
- Appreciate and learn more about Marketing as a career.

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 60 %
参加者中心型 Participant-Centered Learning ケースメソッド Case Method 40 %
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

Preparation: There is a reading and YouTube video watching assignment that students will complete in preparation for class. Students are required to prepare each class for at least 3 hours. All classes are composed of lectures on basic marketing concepts, quizzes on marketing jargons, small group discussions, lass exercises, exploratory activities, case studies and final exam.

Marketing jargon assignment: Students find out the definitions of marketing jargons that instructor assigns per each case and submit the assignment through Google Classroom before the class starts.

Final Exam: Final exam will cover all assigned course materials and lectures. Questions will be multiple choice and/or short-essay. Details will be provided during class.

授業スケジュール Course Schedule


Syllabus Overview
Basics of Marketing
Value Proposition, 4P vs. 4C, STP


Consumer Dynamics
DMP (Decision Making Process), Customer Journey
Customer Needs vs. Wants


Digital Marketing, Traditional Media vs. Digital Media

Dove Real Beauty Sketch Campaign


E-Commerce, Retail Marketing, B2C


Competitive Advantage, Network Effects, D2C


Brand Management, Product vs. Services, Story Telling


IMC, Promotion Mix, Advertising Industry

Ariel #ShareTheLoad: Integrated Marketing Communication Campaign

成績評価方法 Evaluation Criteria

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 20 %
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 50 %
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

- Class participation:
Regular class attendance and sincere engagement in the case discussions is essential to achieve the learning objectives and to pass the course. Students are strongly encouraged to participate proactively in small group and class discussions.

使用ケース一覧 List of Cases


教科書 Textbook

  • Tanner and Raymond「「Principle of Marketing (Open Source) https://saylordotorg.github.io/text_principles-of-marketing-v2.0/index.html」」Saylor Academy(2012)」Saylor Academy(2012)(2012)

参考文献・資料 Additional Readings and Resource

(Marketing fundamental terms and concepts) http://wwmr.us/support/MarketingFundamentals.pdf
(IMC) https://learn.saylor.org/pluginfile.php/530760/mod_resource/content/2/Approaching-the-market.pdf
The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk! by Al Ries (Author), Jack Trout
(Creativity in marketing) https://hbr.org/2017/03/what-creativity-in-marketing-looks-like-today
(Boundless marketing) https://courses.lumenlearning.com/boundless-marketing/

Other short readings may be added. These will be announced in-class and posted on Google Classroom.

授業調査に対するコメント Comment on Course Evaluation


担当教員のプロフィール About the Instructor 

Prior to joining NUCB, Professor Yang was Account Director for ADK Holdings, a leading global advertising company based in Tokyo. He acquired an MS from Waseda University, MBA from the University of Wisconsin-Madison, and a DBA from the City University of Hong Kong, and his research interests lie primarily in the field of marketing. He has over 20 years of experience working in the marketing industry, taking on a wide range of management responsibilities at Cheil, Samsung Group, and ADK in Korea, Hong Kong, and Japan. Through his role as managing director in Hong Kong and Seoul and senior manager of Samsung Global Marketing Operation, Professor Yang has gained extensive practical knowledge in cultivating management skills and an entrepreneurial mentality.
His current research interest is exploring the relationship between technology and marketing. He published a book titled “Digital Transformation Marketing” in 2021.
Professor Yang currently teaches Introduction to Marketing, Marketing Management, Digital Marketing, Introduction to BBA(Marketing), Brand Marketing, and Global Marketing in the Global BBA Program.

(実務経験 Work experience)

His work experience includes:
• Managing Director of ADK Korea
• Managing Director of Cheil Hong Kong
(Cheil is a Marketing Agency of Samsung Group)
• Senior Manager of Samsung Global Marketing Operation.