| 授業名 | Marketing Management |
|---|---|
| Course Title | Marketing Management |
| 担当教員 Instructor Name | 梁 敬烈（Yang Gyung Yeol） |
| 授業形態 Class Type | 講義 Regular course |
| 単位 Credits | 2 |
| 言語 Language | EN |
| 学位 Degree | BBA |
| 開講情報 Terms / Location | 2020 UG Nisshin Term1 |
| コード Couse Code | NUC411_N20A |
授業の概要 Course Overview
Mission Statementとの関係性 / Connection to our Mission Statement
授業の目的（意義） / Importance of this course
This course is designed to provide students with a broad background on the nature and scope of marketing concepts used in business. It is designed to give students a clear understanding of the marketing function, introduce students to the elements of the marketing mix (4P’s) and demonstrate how today’s managers employ these tools to gain a competitive edge in the global economy. We will explore the theory and applications of marketing concepts through a mix of cases, discussions, lectures, individual assignments. This class was designed for students that already took a Marketing fundamentals class.
学修到達目標 / 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
Upon satisfactory completion of this course, students should:
- Understand the basic principles, theories, concepts and dynamics of Marketing.
- Understand the importance of strategic marketing and apply it to comprehensive marketing plan by
integrating the concepts/techniques learned in class.
- Understand the elements of the marketing mix (4Ps of marketing)
- Apply these principles and tools in case analysis and to practical business decision making situations.
- Appreciate and learn more about Marketing as a career.
- Understand the basic principles, theories, concepts and dynamics of Marketing.
- Understand the importance of strategic marketing and apply it to comprehensive marketing plan by
integrating the concepts/techniques learned in class.
- Understand the elements of the marketing mix (4Ps of marketing)
- Apply these principles and tools in case analysis and to practical business decision making situations.
- Appreciate and learn more about Marketing as a career.
教育手法 Teaching Method
| 教育手法 Teaching Method | % of Course Time | |
|---|---|---|
| インプット型 Traditional | 30 % | |
| 参加者中心型 Participant-Centered Learning | ケースメソッド Case Method | 70 % |
| 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
There is a substantial amount of reading and preparation that you will complete in preparation for class. All lectures are given in case method together with lectures on theories. Students are required to prepare each case for at least 3 hours and are also required to complete the mandatory readings, as part of the self-learning process, to learn the necessary fundamentals, concepts and theories in order to understand and to be prepared for each lecture.
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 class discussions. Merely attending the class with no engagement will result in failure for a major section of your grade.
Reports are expected to be submitted before the deadline. Late submission will NOT be accepted and will result in a score of zero.
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 class discussions. Merely attending the class with no engagement will result in failure for a major section of your grade.
Reports are expected to be submitted before the deadline. Late submission will NOT be accepted and will result in a score of zero.
授業スケジュール Course Schedule
第1日（Day1）
Theme: Introduction to Marketing(Brand building, Value proposition, STP etc.)
●使用するケース
Starbucks: Delivering Customer Service第2日（Day2）
Theme: Marketing Channel, E-Commerce●使用するケース
Amazon in 2019第3日（Day3）
Theme: Marketing Strategy, Global Marketing●使用するケース
Kameda Seika第4日（Day4）
Theme: Social Media●使用するケース
YouTube for Brands第5日（Day5）
Theme: Cultural Marketing, Market Expansion●使用するケース
CJ E&M: Creating a K-Culture in the U.S第6日（Day6）
Theme: Branding, Marketing Communication●使用するケース
Dove: Evolution of Brand第7日（Day7）
Theme: Advertising Indtustry, Viral Marketing●使用するケース
Mekanism: Engineering Viral Marketing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。
2. Class participation is based on three things; Relevance to the topic at hand (make sure to answer the question being raised), Quality of Comments - the comment should be something that advances the class understanding on the topic. Frequency of Participation-students should try to have one comment in each class and should raise hands at least a couple of times during each class.
3. Final Report: Students hand in a final report as a group/individual project with a topic based on course contents and materials. Detail guideline will be announced in the class.
*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 | 40 % |
| 小テスト Quizzes / Tests | 10 % |
| 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 | 30 % |
| 期末試験 Final Exam | 0 % |
| 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
1. Preparation report: Students must submit a preparation report on cases (3 or 4)that instructor assigns on the contents of given case. The cases for preparation report will be announced in the class.2. Class participation is based on three things; Relevance to the topic at hand (make sure to answer the question being raised), Quality of Comments - the comment should be something that advances the class understanding on the topic. Frequency of Participation-students should try to have one comment in each class and should raise hands at least a couple of times during each class.
3. Final Report: Students hand in a final report as a group/individual project with a topic based on course contents and materials. Detail guideline will be announced in the class.
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）
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/
(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/
授業調査に対するコメント Comment on Course Evaluation
This is the first time that the instructor is teaching this course this year. The instructor has developed this course balancing between theory and practice with his academic background and broad work experience in marketing. The instructor lived and traveled many different countries and is willing to help students with his balanced global perspective.
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.
Refereed Articles
- (2024) The Linguistic Landscape of Koreatown in Nagoya: Its Origins and Current Status. Journal of Japanese Language 82(82): 1229-7275
- (2024) Evaluating the Effectiveness of Recommendation Engines on Customer Experience Across Product Categories. International Journal of Technology and Human Interaction 20(2): 2227-524X