シラバス Syllabus

授業名 Digital Marketing
Course Title Digital Marketing
担当教員 Instructor Name Yuchen Zhang
科目ナンバリングコード Course Numbering Code
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
学位 Degree BBA
開講情報 Terms / Location 2026 UG Nisshin Term4
コード Course Code NUC475_N26B
メジャー Major

授業の概要　Course Overview

Mission Statementとの関係性 / Connection to our Mission Statement

Discussing the latest digital marketing practices through diverse real-world cases from AI-driven advertising to cross-border e-commerce disruption will help students understand how digital transformation is reshaping the marketing landscape and prepare them to become future leaders capable of navigating this rapidly evolving business environment.

授業の目的（意義） / Importance of this course

This course is designed to provide students with a comprehensive understanding of digital marketing principles, tools, and strategies in today's technology-driven world. Through case-based learning, students will examine how leading companies leverage digital channels, data, artificial intelligence, and social platforms to reach and engage consumers. Topics covered include generative AI in marketing, social media strategy, digital content, platform ecosystems, e-commerce, influencer marketing, and digital consumer behavior.

学修到達目標 / Achievement Goal


During the session, students will critically explore digital marketing concepts and frameworks from a practical perspective. Beyond studying digital marketing theory, students will be able to analyze real-world cases and evaluate strategic decisions made by companies operating in digital environments.

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)

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 the key principles, tools, and dynamics of digital marketing in a global context.
- Analyze how companies use digital channels, data, and AI to create value and engage consumers.
- Apply digital marketing frameworks to case analysis and practical business decision-making.
- Evaluate the ethical, competitive, and strategic implications of digital marketing practices.

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）

AI-driven personalization, content automation, and human-AI collaboration

●使用するケース
Generative AI in Marketing

第2日（Day2）

Gamification, habit formation, and mobile engagement

●使用するケース
Duolingo: On a "Streak"

第3日（Day3）

Co-branding, cultural positioning, and social buzz

●使用するケース
Old Spirit, New Brew: Inside the Luckin–Moutai Co-Branding Play

第4日（Day4）

Data-driven marketing, personalization, and platform competition

●使用するケース
Spotify: Face the music (Update 2024)

第5日（Day5）

Aggressive pricing, social commerce, and disruptive growth

●使用するケース
TEMU: A Disruptor in Cross-Border E-Commerce

第6日（Day6）

Algorithmic targeting, ad ecosystem, and privacy trade-offs

●使用するケース
Meta: Digital Marketing and Artificial Intelligence (AI) at Facebook and Instagram

第7日（Day7）

Digital content strategy, emerging markets, and platform monetization

●使用するケース
Scroll, Hook, Repeat: Kuku TV's Strategy for Microdrama

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。
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

  1. 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。
  2. 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。
  1. 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.
  2. 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.

教科書　Textbook

  • 「N/A」 （）

参考文献・資料　Additional Readings and Resource

Suggested texts (optional):

OpenStax, Principles of Marketing, Chapter 14 "Promotion: Integrated Marketing Communication"
https://openstax.org/books/principles-marketing/pages/14-in-the-spotlight

Foundations in Digital Marketing (Open Textbook Library, peer-reviewed, free)
https://open.umn.edu/opentextbooks/textbooks/foundations-in-digital-marketing

DigitalMarketer, The Ultimate Guide to Digital Marketing (free PDF)
https://www.digitalmarketer.com/digital-marketing/assets/pdf/ultimate-guide-to-digital-marketing.pdf

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

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