| 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 | NUC432_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 Term2 |
授業の概要 Course Overview
Misson Statementとの関係性 / Connection to our Mission Statement
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.
授業の目的（意義） / Importance of this course
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 marketing theory, students can analyze real-world examples with marketing cases.
到達目標 / Achievement Goal
This course aims to facilitate an 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 who have already taken a Marketing fundamentals class.
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 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 a 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 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 a 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 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 % |
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
(Course prerequisite)
All lectures are given in the case method, together with lectures on theories. Students are required to prepare each case for at least 3 hours. They must also 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.
(Assignments)
- Preparation report: Students must submit the preparation report per each case that the instructor assigns on the contents of a given case. The details for the preparation report will be announced on Google Classroom. This report should be submitted through Google Classroom. Approximately 300 words are expected per question.
- Final Report: Students hand in a final report as an individual project with a topic based on course contents and materials. The detailed guidelines will be announced in the class.
All lectures are given in the case method, together with lectures on theories. Students are required to prepare each case for at least 3 hours. They must also 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.
(Assignments)
- Preparation report: Students must submit the preparation report per each case that the instructor assigns on the contents of a given case. The details for the preparation report will be announced on Google Classroom. This report should be submitted through Google Classroom. Approximately 300 words are expected per question.
- Final Report: Students hand in a final report as an individual project with a topic based on course contents and materials. The detailed guidelines will be announced in the class.
授業スケジュール Course Schedule
第1日（Day1）
Discussion Topic/Theme:Introduction, Value Proposition, Brand Equity
●使用するケース
Gucci's Turnaround: Repositioning and Rebuilding The Company第2日（Day2）
Discussion Topic/Theme:Retail Strategy
●使用するケース
Showrooming at Best Buy第3日（Day3）
Discussion Topic/Theme:Data-Driven Marketing, CLV (Consumer Lifetime Value)
●使用するケース
Netflix, Inc.: The Mouse Strikes Back第4日（Day4）
Discussion Topic/Theme:Integrated Marketing, Market Research, Social Media Marketing
●使用するケース
L'Oréal USA: Digitally Optimizing Consumer Insights第5日（Day5）
Discussion Topic/Theme:Omni Channel Retail
●使用するケース
Tiffany & Co: Omni-Channel Strategy for the Asian Luxury Consumer第6日（Day6）
Discussion Topic/Theme:Digital Marketing, Service Marketing, Consumer Insights
●使用するケース
KTF China: Building Competitive Advantages through Digitalization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。
*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
- 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/
(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 professor is very friendly and gives an equal chance for participation.
- The case assignments are very helpful to understand the concepts and what it’s expected.
- The case assignments are very helpful to understand the concepts and what it’s expected.
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