| 授業名 | Marketing Strategy |
|---|---|
| Course Title | Marketing Strategy |
| 担当教員 Instructor Name | Youxin Feng |
| 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 |
| 学位 Degree | BBA |
| 開講情報 Terms / Location | 2026 UG Nisshin Term1 |
| コード Couse Code | NUC454_N26A |
授業の概要 Course Overview
Mission Statementとの関係性 / Connection to our Mission Statement
This course aligns with the NUCB’s mission to cultivate innovative and ethical leaders with a “Frontier Spirit” by developing students’ analytical, strategic, and communication capabilities in dynamic business contexts. Through case-based learning, discussion, and group works, students strengthen logical problem-solving skills, evaluate multifaceted markets and consumer perspectives, and consider the real-life implications of marketing theories.
授業の目的（意義） / Importance of this course
This course is fundamental to learn how to think beyond tactical marketing activities and develop a comprehensive, strategical perspective on value creation and competitive advantage. In rapidly changing and digitally connected markets, organizations must constantly analyze environments, understand customers, position brands, and integrate channels effectively. By bridging theories and diverse case analysis, this course aims to enable students to interpret real-world marketing practices and translate analytical insights into actions.
学修到達目標 / Achievement Goal
Students are able to deepen their understanding of the fundamental pillars of marketing strategy, including value creation, customer, market analysis and trendspotting, brand positioning and brand-building, product, pricing, and channels. Students will be also familiarized with the forefront marketing practices, such as social media marketing and omnichannel integration.
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, students are able to:
1. Understand and apply fundamental marketing strategy concepts and frameworks to analyze markets, customers, and competitive environments.
2. Develop coherent marketing strategies that integrate branding, product, pricing, and channel decisions
3. Communicate, formulate, and articulate strategic marketing decisions effectively through case discussions, teamwork, and presentations.
1. Understand and apply fundamental marketing strategy concepts and frameworks to analyze markets, customers, and competitive environments.
2. Develop coherent marketing strategies that integrate branding, product, pricing, and channel decisions
3. Communicate, formulate, and articulate strategic marketing decisions effectively through case discussions, teamwork, and presentations.
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 | 15 % | |
| 参加者中心型 Participant-Centered Learning | ケースメソッド Case Method | 85 % |
| 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
- Pre-course preparation
This course adopts a full case-based method, which requires students to have a substantial amount of reading and preparation before attending each session. Students are expected to secure at least 3 hours for individual preparation every week to ensure a smooth, effective participation in class discussion.
- Assignments
Assignments on case preparation will be assigned prior to the first class. Students must submit the assignments through Google Classroom before attending each session. The instructor will provide feedback through electronic form.
-Group Presentation
Students are required to give a in-class, group-based presentation, which is mainly based on the assignment questions. Each group presentation consists of oral presentation (15 min) and Q&A session (5 min).
This course adopts a full case-based method, which requires students to have a substantial amount of reading and preparation before attending each session. Students are expected to secure at least 3 hours for individual preparation every week to ensure a smooth, effective participation in class discussion.
- Assignments
Assignments on case preparation will be assigned prior to the first class. Students must submit the assignments through Google Classroom before attending each session. The instructor will provide feedback through electronic form.
-Group Presentation
Students are required to give a in-class, group-based presentation, which is mainly based on the assignment questions. Each group presentation consists of oral presentation (15 min) and Q&A session (5 min).
授業スケジュール Course Schedule
第1日（Day1）
Defining Marketing Strategies and Value Creation●使用するケース
Starbucks China: Facing Luckin, The Local Disruptor Case第2日（Day2）
Customer, Market Environment, and Trendspotting●使用するケース
"No More Uncle”: Asian Men’s Beauty Care in the Forefront of Gender-Neutral Marketing第3日（Day3）
Positioning and Brand-Building Strategies●使用するケース
Kodak: The Rebirth of an Iconic Brand第4日（Day4）
Product, Pricing, and Channel●使用するケース
Drinkworks: Home Bar by Keurig第5日（Day5）
Marketing Strategy in Practice 1: Social Media and Virtual Community●使用するケース
Glossier: Co-Creating a Cult Brand with a Digital Community Case第6日（Day6）
Marketing Strategy in Practice 2: Omnichannel Integration●使用するケース
Grupo Boticário: Orchestrating a Customer Value–Centric Growth Strategy to Compete in Brazil’s Beauty Market第7日（Day7）
Marketing Strategy in Practice 3: Society and Ethical Considerations●使用するケース
United States v. Philip Morris: Marketing Tobacco to Minors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 | 70 % |
| クラス貢献度合計 Class Contribution Total | 70 % |
| 予習レポート Preparation Report | 15 % |
| 小テスト Quizzes / Tests | 15 % |
| 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 | 0 % |
| 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
The evaluation focuses on the overall performance of class participation and quality of assignments.配布教材と教室における電子機器の利用マナーについて Guidelines for Classroom Technology and Proper Use of Course Materials
- ケースメソッド教育の中核は、積極的な参加と知識の共有です。この教育を支えるため参加者は授業中の電子機器（例：スマートフォン、ノートパソコン）の使用を制限するよう求められます。許可を得た場合でも、教室内では電子機器は、ケース討議に資する目的でのみ使用してください。授業中は、たとえケース討議に関連していても、検索エンジンや生成AIの使用は避けて下さい。
- 配布教材（ケースを含む）は指定された授業への参加以外の目的で利用しないで下さい。著者の権利、著作権、特定情報の機密性を保護するため、許可なく教材を個人や組織（生成AI を含む）に提供することはできません。このルールは、印刷物・電子教材のいずれにも適用されます。
- 詳細は「教室における電子機器の利用マナー・教材の適切な利用に関するガイドライン」を確認のうえ、教員の指示に従い、責任をもって遵守してください。
- Active participation and shared learning is at the core of the case method learning.Participants are asked to limit their use of electronic devices (e.g., laptops, smartphones) during classroom sessions in support of this model. Even with permission granted, devices should only be used in the classroom in service to the case discussion. Online searches and generative AI tools, even if related to the case discussion, are discouraged while class is in session.
- Students are prohibited from using the course materials (including cases) distributed by the university for any purpose other than participation in the designated class.Students must not input, process or test course materials with any artificial intelligence (AI) tools, bots, software, or platforms without the author’s permission. These actions violate the terms of use for the course materials and may also constitute copyright infringement.
- Please refer to the "Classroom Technology Guidelines / Guidelines for Properly Using Course Materials” for details, and follow the instructor’s directions. You are expected to comply with these guidelines responsibly.
教科書 Textbook
- nl「nl」nl（nl）
参考文献・資料 Additional Readings and Resource
[1] Armstrong, G., Adam, S., Denize, S., & Kotler, P. (2014). Principles of marketing. Pearson Australia.
[2] Kannan, P. K. (2017). Digital marketing: A framework, review and research agenda. International journal of research in marketing, 34(1), 22-45.
[3] Manser Payne, E., Peltier, J. W., & Barger, V. A. (2017). Omni-channel marketing, integrated marketing communications and consumer engagement: A research agenda. Journal of Research in Interactive Marketing, 11(2), 185-197.
[2] Kannan, P. K. (2017). Digital marketing: A framework, review and research agenda. International journal of research in marketing, 34(1), 22-45.
[3] Manser Payne, E., Peltier, J. W., & Barger, V. A. (2017). Omni-channel marketing, integrated marketing communications and consumer engagement: A research agenda. Journal of Research in Interactive Marketing, 11(2), 185-197.
授業調査に対するコメント Comment on Course Evaluation
Newly Assigned Course
担当教員のプロフィール About the Instructor
Refereed Articles
- (2025) Intermediaries as External Enablers in Community-based Social Enterprise: Case Studies in China and Japan. Social Enterprise Journal
- (2025) Sustainability of Community-based Social Enterprises in China and Japan: A Dual-perspective Strategy. Tohoku University
- (2024) Public trust in Chinese elder-care social enterprises: common awareness and diverse perspectives from key stakeholders. Humanities and Social Sciences Communications