（実施回/
Week）
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（内容/
Contents）
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（授業時間外の学習/
Assignments）
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（実施回/ Week）
1
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（内容/ Contents）
Course Introduction
What is Marketing?
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（授業時間外の学習/ Assignments）
To be read in advance of Class 1:
Customer Value Propositions in Business Markets
Identifying competitive customer value propositions in retailing
Sugai， Chapters 1-2
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（実施回/ Week）
2
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（内容/ Contents）
The Value Plan， Section 1: The Marketing Mindset
Principle 1: Don’t Jump
Principle 2: The Essential Marketing Equations
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（授業時間外の学習/ Assignments）
Reading:
Kotler and Keller， Chapters 4， 8
Sugai， Chapter 3-4
Group Project Assignment:
Form Teams of 3-5， Define the LRTC
Blogging (Individual Assignment)
Case Assignment #1
Aqualisa Quartz
Additional Reading (Optional):
Analysis for Marketing Planning Chap. 1-3
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（実施回/ Week）
3
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（内容/ Contents）
The Value Plan Section 2a: The Left Side Elements of Marketing Strategy
Element #1: The Lightning Rod Target Customer (LRTC) and their Tribe
Element #2 : The LRTC’s Problem
Element #3 : The LRTC’s Network
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（授業時間外の学習/ Assignments）
Group Project Assignment:
Generate Structured Situation Analysis Question Tree， and develop Marketing Research Plan
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（実施回/ Week）
4
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（内容/ Contents）
The Value Plan Section 2b: The Right Side Elements of Marketing Strategy
Element #4: The Solution [S] Product
Element #5: The Story
Element #6: The Communications (C) Channel
Element #7: The Distribution (D) Channel
Element #8: The Value System
The Value Plan Section 2c: External Forces
Element #9: The Competitor’s [S] Products
Element #10: The Force of Attraction vis-à-vis Problems and Products
Element #11: The Ecosystem
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（授業時間外の学習/ Assignments）
Case Assignment #2:
Aqualisa Quartz:
Reading:
Sugai， Chapters 5-6
Christensen et al.， Marketing Malpractice， The Cause and the Cure
Kotler and Keller， Chapters 6， 11
Blogging (Individual Assignment)
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（実施回/ Week）
5
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（内容/ Contents）
Marketing Planning Phase 3b:
Marketing Research， Principles and Practices
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（授業時間外の学習/ Assignments）
Group Project Assignment:
Define potential sources of competitive advantage for your final project's product or service offering
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（実施回/ Week）
6
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（内容/ Contents）
The Value Plan Section 3: Marketing Planning (a)
Step 1: Identifying the LRTC and their Problem
Step 2: Testing the validity of your brainstorming using Google and Social Media (i.e. Twitter， Facebook， Blogs， Etc..)
Step 3: Understanding the Ecosystem， Key factors of Value within the overall Ecosystem
Case Analysis Discussion: Aqualisa Quartz
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（授業時間外の学習/ Assignments）
Case Assignment #3:
Aqualisa Quartz:
Reading:
Sugai Chapters 7 – 8
Porter， What is Strategy?
Kotler and Keller， Chapters 12， 20
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（実施回/ Week）
7
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（内容/ Contents）
The Value Plan Section 3: Marketing Planning (b)
Step 3: Identifying Competitive [S] Products， and Related Right Side Elements with Value Assessment and Gap Analysis
Step 4: Determine Factors of Sustainable Competitive Advantage
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（授業時間外の学習/ Assignments）
Blogging (Individual Assignment)
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（実施回/ Week）
8
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（内容/ Contents）
The Value Plan Section 3: Marketing Planning (c)
Establishing Value-based Objectives with CRM-based measurement
The Value Plan Section 3: Marketing Planning (d)
Creating Marketing Strategy
The Value Plan Section 3: Marketing Planning (e)
Tactical Implementation through Product/Service Development and Deployment
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（授業時間外の学習/ Assignments）
Group Project Assignment:
Mid-term Project Presentation
Teams will prepare Phases 1-3 of their Marketing Plans in Class #9 for discussion and review
Case Assignment #4:
Aqualisa Quartz
Reading:
Sugai， Chapters 8 - 10
Kotler and Keller， Chapters 5， 9， 10
Blogging (Individual Assignment)
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（実施回/ Week）
9
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（内容/ Contents）
Mid-Term Presentations
Strategic Brand Management and Customer Loyalty
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（授業時間外の学習/ Assignments）
Case Assignment #5
Aqualisa Quartz
Reading:
Kotler and Keller， Chapters 15， 17， 18， 19
Blogging (Individual Assignment)
"Best" Advertisement from your home country
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（実施回/ Week）
10
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（内容/ Contents）
Presentation Skills for Marketing Executives
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（授業時間外の学習/ Assignments）
Group Project Assignment:
Objectives and Strategic Options
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（実施回/ Week）
11
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（内容/ Contents）
Advertising， PR and Integrated Marketing Communications across all available channels
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（授業時間外の学習/ Assignments）
Group Project Assignment:
Loyalty and Branding
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（実施回/ Week）
12
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（内容/ Contents）
Guest Speaker (TBD)
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（授業時間外の学習/ Assignments）
Case Assignment #6
Aqualisa
Reading:
Kotler and Keller， Chapters 14， 21， 22
Blogging (Individual Assignment)
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（実施回/ Week）
13
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（内容/ Contents）
Mobile Marketing and The Internet of Things
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（授業時間外の学習/ Assignments）
Group Project Assignment:
Final Project and Presentations Due Class #15
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（実施回/ Week）
14
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（内容/ Contents）
Green and Sustainable Marketing Strategy
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（授業時間外の学習/ Assignments）
Blogging (Individual Assignment)
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（実施回/ Week）
15
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（内容/ Contents）
Final Project Presentations
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（授業時間外の学習/ Assignments）
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