| 授業名 | Global Marketing |
|---|---|
| Course Title | Global Marketing |
| 担当教員 Instructor Name | 梁 敬烈（Yang Gyung Yeol） |
| コード Couse Code | NUC430_N24A |
| 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 | 専門教育科目 / Specialized Subject |
| 学位 Degree | BBA |
| 開講情報 Terms / Location | 2024 UG Nisshin Term1 |
授業の概要 Course Overview
Misson Statementとの関係性 / Connection to our Mission Statement
Discussing the latest global 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 global business environment.
授業の目的（意義） / Importance of this course
It has become more important than ever for firms to recognize that they compete in a global environment. Consequently, managers must seek to develop the marketing skills required to operate in a dynamic global marketplace successfully. This course is designed to introduce students to the marketing practices of companies seeking market opportunities outside their home country and raise awareness about the importance of viewing marketing management strategies from a global perspective.
到達目標 / Achievement Goal
Students will be able to have the ability to analyze, discuss, describe, and demonstrate the marketing processes and strategies that firms utilize when marketing their products in foreign countries.
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)
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 successful completion of this course, the student will be able to do the following:
1. Develop an understanding of and an appreciation for basic international marketing concepts, theories, principles, and terminology.
2. Evaluate various global environmental factors (e.g., cultural, economic, institutional, legal, and political) to assess market potential and opportunity in international business.
3. Understand different cultures and the implications this has for marketers. Understanding different people and cultures will lead to a greater understanding of ourselves and the culture in which we live.
4. Develop a global marketing strategy by applying the basic concepts of product, pricing, promotion, and distribution channels in international settings.
1. Develop an understanding of and an appreciation for basic international marketing concepts, theories, principles, and terminology.
2. Evaluate various global environmental factors (e.g., cultural, economic, institutional, legal, and political) to assess market potential and opportunity in international business.
3. Understand different cultures and the implications this has for marketers. Understanding different people and cultures will lead to a greater understanding of ourselves and the culture in which we live.
4. Develop a global marketing strategy by applying the basic concepts of product, pricing, promotion, and distribution channels in international settings.
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 % |
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
1. Marketing Basics is a prerequisite for this course.
2. Students are expected to read the case and supporting reading assignment and come to class prepared to discuss the case.
3. If needed, please conduct an online or library search on the corresponding theme/topic to be discussed.
4. Students are advised to arrange a meeting with the instructor if they desire detailed feedback on their learning progress.
2. Students are expected to read the case and supporting reading assignment and come to class prepared to discuss the case.
3. If needed, please conduct an online or library search on the corresponding theme/topic to be discussed.
4. Students are advised to arrange a meeting with the instructor if they desire detailed feedback on their learning progress.
授業スケジュール Course Schedule
第1日（Day1）
Introduction to Global Marketing (Go Global)Positioning & Marketing Mix in a New Market
●使用するケース
Ippudo: Bringing Japan to Paris in a Bowl第2日（Day2）
Competitive Advantage, International Expansion, Marketing/Branding, Retailing, Value Innovation, Competences●使用するケース
ZARA in China and India第3日（Day3）
Marketing Strategy, STP●使用するケース
Kameda Seika: Cracking the US Market第4日（Day4）
Different Stages of Category DevelopmentGlobal Brand and Local Relevance
Cause Marketing as a Positioning Enhancer
●使用するケース
Stella Artois in South Africa: Cause Marketing and the Building of a Global Brand第5日（Day5）
Global Brand Repositioning, The Role of CMO●使用するケース
Samsung Electronics Company: Global Marketing Operations第6日（Day6）
International Expansion of a Mexican BrandExperiential Marketing Strategy
●使用するケース
KidZania: Spreading Fun Around the World第7日（Day7）
Developing and Growing Global BrandsPortfolio of Local, Regional, and Global Brand
●使用するケース
Jollibee: Bringing Filipino Fast Food to the World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。
*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 | 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
教科書 Textbook
- BABU JOHN MARIADOSS「CORE PRINCIPLES OF INTERNATIONAL MARKETING, https://opentext.wsu.edu/cpim/front-matter/introduction/」Open Education Resources (OER)（2019）
参考文献・資料 Additional Readings and Resource
Global Marketing Trends 2023, Deloitte Insights
https://www2.deloitte.com/uk/en/insights/topics/marketing-and-sales-operations/global-marketing-trends.html
https://www2.deloitte.com/uk/en/insights/topics/marketing-and-sales-operations/global-marketing-trends.html
授業調査に対するコメント Comment on Course Evaluation
- Cases were exciting and insightful.
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) Evaluating the Effectiveness of Recommendation Engines on Customer Experience Across Product Categories. International Journal of Technology and Human Interaction 20(2): 2227-524X