シラバス Syllabus

授業名 Marketing Management
Course Title Marketing Management
担当教員 Instructor Name 梁 敬烈(Yang Gyung Yeol)
コード Couse Code NUC416_N21A
授業形態 Class Type 講義 Regular course
授業形式 Class Format Live Virtual
単位 Credits 2
言語 Language EN
科目区分 Course Category 専門教育科目 / Specialized Subject
学位 Degree BBA
開講情報 Terms / Location 2021 UG Nisshin Term1

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.
The objective of this course is to facilitate understanding of the conceptual framework of marketing and its
applications in decision making under various environmental constraints. This course is designed to give students a clear understanding of the marketing function, introduce students to the elements of the marketing mix and demonstrate how today’s managers employ these tools to gain a competitive edge in the global economy. This class is designed for students that already took a Marketing fundamentals class.
This course examines our present-day marketing system from a managerial point of view and has a current events component to help emphasize the marketing principles in today’s business world. During the session, students will critically explore marketing principles, concepts and models from a practical perspective. Beyond studying the theory of marketing, students will be able to analyze real-world examples with marketing cases.

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
LG6 Managerial Perspectives (BBA)

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.

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 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 %

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

(Course prerequisite)
There is a substantial amount of reading and preparation that students 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.
(Assignments)
- Preparation report: Students must submit the preparation report per each case that instructor assigns on the contents of given case. The details for preparation report will be announced on Google classroom before the 1st class starts. This report should be submitted through Google Classroom. Approximately, 300 words is expected per each question.
- 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 Report: Students hand in a final report as an individual project with a topic based on course contents and materials. Detail guideline will be announced in the class.


授業スケジュール Course Schedule

第1日(Day1)

Discussion Topic/Theme:
Value proposition, Customer satisfaction


●使用するケース
Starbucks: Delivering Customer Service

第2日(Day2)

Discussion Topic/Theme:
Omni Channel Retail

●使用するケース
Tiffany & Co: Omni-Channel Strategy for the Asian Luxury Consumer

第3日(Day3)

Discussion Topic/Theme:
E-commerce Discussion

●使用するケース
Amazon in 2020

第4日(Day4)

Discussion Topic/Theme:
Retail Strategy

●使用するケース
Showrooming at Best Buy

第5日(Day5)

Discussion Topic/Theme:
Data-Driven Marketing, CLV (Consumer Lifetime Value)

●使用するケース
Netflix, Inc.: The Mouse Strikes Back

第6日(Day6)

Discussion Topic/Theme:
Entertainment Business, Culture Marketing

●使用するケース
Big Hit Entertainment and BTS: K-POP Reaches for a Global Breakthrough

第7日(Day7)

Discussion Topic/Theme:
Promotional Mix, IMC

●使用するケース
IKEA Global communication strategy

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 35 %
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 0 %
最終レポート Final Report 35 %
期末試験 Final Exam 0 %
合計 Total 100 %

評価の留意事項 Notes on Evaluation Criteria

- Reports are expected to be submitted before the deadline. Late submission will NOT be accepted.
- 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 class discussions. Merely attending the class with no engagement will result in failure for a major section of your grade.

使用ケース一覧 List of Cases

    ケースは使用しません。

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/

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

NA

担当教員のプロフィール About the Instructor 


Instructor is currently working for ADK, a leading global advertising company based in Tokyo. He acquired MBA from University of Wiscosin-Madison and DBA from City University of Hong Kong with research interest on marketing. He have been working in the marketing industry most of his career. During his career, he was involved in varieties of marketing related fields. The experience of managing offices in Hong Kong and Seoul as a managing director gave him opportunities of cultivating management skills and entrepreneurial spirits.

(実務経験 Work experience)


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.






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