シラバス Syllabus

授業名 Introduction to Marketing
Course Title Introduction to Marketing
担当教員 Instructor Name 梁 敬烈(Yang Gyung Yeol)
コード Couse Code NUC421_N20A
授業形態 Class Type 講義 Regular course
授業形式 Class Format
単位 Credits 2
言語 Language EN
科目区分 Course Category
学位 Degree BBA
開講情報 Terms / Location 2020 UG Nisshin Term2

授業の概要 Course Overview


This course is designed to serve as an introduction to the basic principles of marketing practices, and the application of these practices. 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. Subjects covered include the marketing mix (4P), consumer behavior, promotion, customer relationship management, strategic planning, digital marketing, distribution and international marketing etc.

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

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 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

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

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. This will require that students come to class prepared and ready to participate because this will not be a lecture (one-way) style course. The grade for the course will be based on your participation.

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: 4P(4C), Value proposition, STP, Customer satisfaction

●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: Retail Strategy

●使用するケース
Showrooming at Best Buy

第4日(Day4)

Theme: Social Media, Content creation and distribution

●使用するケース
YouTube for Brands

第5日(Day5)

Theme: Global markeing

●使用するケース
CJ E&M: Creating a K-Culture in the U.S

第6日(Day6)

Theme: IMC, Advertising campaign

●使用するケース
Dove Real Beauty Sketch Campaign

第7日(Day7)

Theme: Branding, Marketing Strategy

●使用するケース
Burberry’s New Challenges

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。
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 30 %
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 0 %
最終レポート Final Report 40 %
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.


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

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 


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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