| 授業名 | Marketing Strategy |
|---|---|
| Course Title | Marketing Strategy |
| 担当教員 Instructor Name | Yuchen Zhang |
| 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 Term3 |
| コード Course Code | NUC473_N26B |
授業の概要 Course Overview
Mission Statementとの関係性 / Connection to our Mission Statement
Discussing advanced marketing strategy through diverse cases spanning blue ocean strategy, brand reinvention, market entry, and competitive positioning will help students develop the strategic thinking and analytical skills necessary to become future business leaders capable of creating sustainable competitive advantage in a complex and dynamic marketplace.
授業の目的（意義） / Importance of this course
This course is designed to deepen students' understanding of marketing strategy formulation and execution through intensive case-based learning. Building on foundational marketing knowledge, this course examines how companies make strategic decisions regarding segmentation, targeting, positioning, brand management, competitive differentiation, and market expansion. Cases span diverse industries and geographies, exposing students to the full complexity of real-world strategic marketing challenges.
学修到達目標 / Achievement Goal
During the session, students will critically explore marketing strategy concepts, frameworks, and models from a practical and managerial perspective. Beyond studying marketing strategy theory, students will be able to analyze complex real-world cases and develop actionable strategic recommendations.
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
By the end of the course, students should be able to:
- Understand core frameworks of marketing strategy including STP, competitive positioning, and brand management.
- Analyze how companies create and sustain competitive advantage through differentiated marketing strategies.
- Apply strategic marketing tools such as Blue Ocean Strategy, brand equity models, and market entry frameworks to case analysis and business decision-making.
- Formulate and defend strategic marketing recommendations based on rigorous analysis of real-world situations.
- Understand core frameworks of marketing strategy including STP, competitive positioning, and brand management.
- Analyze how companies create and sustain competitive advantage through differentiated marketing strategies.
- Apply strategic marketing tools such as Blue Ocean Strategy, brand equity models, and market entry frameworks to case analysis and business decision-making.
- Formulate and defend strategic marketing recommendations based on rigorous analysis of real-world situations.
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 | 20 % | |
| 参加者中心型 Participant-Centered Learning | ケースメソッド Case Method | 80 % |
| 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
This course includes pre-class reading, in-class discussion, group presentation, and final report.
授業スケジュール Course Schedule
第1日（Day1）
Value innovation, blue ocean strategy, and fan-centric positioning●使用するケース
Taylor Swift’s Blue Ocean Strategic Moves第2日（Day2）
Mass-market strategy, value chain integration, and democratization●使用するケース
Decathlon: Making Sports Accessible to All第3日（Day3）
Subcultural branding, community co-creation, and brand reinvention●使用するケース
Crocs: Using Community-Centric Marketing to Make Ugly Iconic第4日（Day4）
Platform internationalization, cross-cultural marketing, and user migration●使用するケース
REDNOTE: an Internationalization Opportunity第5日（Day5）
Competitive positioning, AI in beauty, and local vs. global brand strategy●使用するケース
Beauty AI Battle: Lakmé vs. Maybelline in the Indian Market第6日（Day6）
Brand erosion, competitive disruption, and DTC strategy●使用するケース
Has Nike Lost Its Stride?第7日（Day7）
Localization, franchise adaptation, and consumer behavior●使用するケース
Baskin-Robbins Japan (A)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 | 10 % |
| 授業内での挙手発言 Class Contribution | 65 % |
| クラス貢献度合計 Class Contribution Total | 75 % |
| 予習レポート Preparation Report | 0 % |
| 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 | 25 % |
| 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
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
- 「N/A」 （）
参考文献・資料 Additional Readings and Resource
Suggested texts (optional):
OpenStax, Principles of Marketing, Chapter 2 "Strategic Planning in Marketing"
https://openstax.org/books/principles-marketing/pages/2-in-the-spotlight
Open Textbook Library, Principles of Marketing (University of Minnesota, peer-reviewed, free)
https://open.umn.edu/opentextbooks/textbooks/50
OpenStax, Principles of Marketing, Chapter 2 "Strategic Planning in Marketing"
https://openstax.org/books/principles-marketing/pages/2-in-the-spotlight
Open Textbook Library, Principles of Marketing (University of Minnesota, peer-reviewed, free)
https://open.umn.edu/opentextbooks/textbooks/50
授業調査に対するコメント Comment on Course Evaluation
担当教員のプロフィール About the Instructor
Refereed Articles
- (2026) Strategic branding in sport tourism: the role of value co-creation and tourist evangelism in non-mega sport events. European Sport Management Quarterly
- (2026) Psychic income perceived from a sporting mega-event in host community: a two-wave analysis of Beijing 2022 Winter Olympics. Managing Sport and Leisure
- (2025) Antecedents and Consequences of Value Co-Creation in Non-mega Sport Events. Waseda University doctoral thesis
- (2025) Trends of Sport Management Research in Asia: Key Insights from the Asian Association for Sport Management Conference 2024. Sport Sciences Research
- (2025) Turning loss into gain: how distressed brand’s philanthropic corporate social responsibility drives customer citizenship. Journal of Product & Brand Management