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 NUC425_N23A
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 教養教育科目 / Liberal Arts
学位 Degree BBA
開講情報 Terms / Location 2023 UG Nisshin Term1

授業の概要 Course Overview

Discussing the latest marketing practices through diverse cases and concrete comprehension of marketing theories will help students understand the dynamic marketing world and become future leaders in this rapidly changing business world.
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, international marketing, etc.
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


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 will be able to:
- 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 of 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. They are also required to complete the mandatory readings as part of the self-learning process to learn the necessary fundamentals, concepts, and theories to understand and be prepared for each lecture. If needed, please conduct an online or library search on the corresponding theme/topic to be discussed.
- Preparation report: Students must submit the preparation report per each case that the instructor assigns on the contents of the given case. The details for the preparation report will be announced on Google classroom before the 1st class starts. This report should be submitted through Google Classroom. Approximately 300 words are expected per question.
- Marketing jargon assignment: Students find out the definitions of marketing jargon that the 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. Detailed guidelines will be announced in the class.

授業スケジュール Course Schedule


Discussion Topic/Theme:
Value proposition, Customer satisfaction

Starbucks: Delivering Customer Service


Japanese Market and Japanese Consumer

Louis Vuitton in Japan


Discussion Topic/Theme:
Viral Marketing Campaign

Dove Real Beauty Sketch Campaign


Discussion Topic/Theme:
Global marketing, Creative Products, Cultural Products

Big Hit Entertainment and BTS


Discussion Topic/Theme:
Social Media, Content creation, and distribution

YouTube for Brands


Discussion Topic/Theme:
E-commerce Discussion

Amazon in 2021


Discussion Topic/Theme:
Promotional Mix, IMC

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 40 %
クラス貢献度合計 Class Contribution Total 40 %
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 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

- Reports are expected to be submitted before the deadline. Late submissions will NOT be accepted.
- Class participation:
Regular class attendance and sincere engagement in the case discussions are essential to achieve the learning objectives. Students are strongly encouraged to participate proactively in class discussions. Merely attending the class without engagement will fail a major section of your grade.

使用ケース一覧 List of Cases


教科書 Textbook

  • Author removed at request of original publisher「Principle of Marketing (Open Source) file:///C:/Users/Yang%20Gyung%20Yeol/Downloads/Principles-of-Marketing-1613761555%20(2).pdf」UNIVERSITY OF MINNESOTA LIBRARIES PUBLISHING EDITION(2015)

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

- The class is entertaining.
- The devices and theories taught in class can be easily applied to real-life examples.

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.