＜概要/Course Content Summary＞
This course will be offered online via Zoom. Please send me your email address at: adhikarykobejp@ gmail.com. I would send you class materials. Also, check the message sent for Zoom ID and Password.
Marketing is a dynamic and creative field in business studies. Students often confuse marketing with advertising or selling. Marketing is, in fact, much more than advertising and selling. Marketing is a strategic approach to winning the heart of the customers by offering consistently the quality products at a reasonable price with comforts and convenience. Thus, this course aims at introducing students with the fundamentals of today’s marketing with a particular focus on Japanese corporations. The course has been designed following a stage-gate approach. The course begins with reviewing marketing definitions, philosophies, concepts, marketing mix, and marketing environments. Afterwards, it discusses marketing information system, business planning, and buyers’ behaviors in consumer and business markets. Then, it discusses the STP (segmentation, targeting, and positioning) approach to marketing. Finally, it reviews important marketing analyses such as BCG and GE Matrices, SWOT, Porter’s five forces, Ansoff’s product market grid, and PEST following cases and problems. This course is a foundation for the advanced electives in marketing as well as other social science disciplines.
＜到達目標/Goals,Aims＞
The primary purpose of this course is to increase students’ conceptual knowledge of some key areas of marketing such as marketing concepts, marketing mix, buying behavior, segmentation, targeting, positioning, and marketing analyses. The secondary objective of this course is to help increase students’ communication and analytical skills by dealing with exercises, cases, and report writing.
＜授業計画/Schedule＞
（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）
Week 1
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（内容/ Contents）
Marketing definitions, nature, and scopes - marketing philosophies and concepts- customers’ value and relationship in marketing.
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（授業時間外の学習/ Assignments）
|
|
（実施回/ Week）
Week 2
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（内容/ Contents）
Micro and macro environment of marketing – marketing mix.
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（授業時間外の学習/ Assignments）
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（実施回/ Week）
Week 3
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（内容/ Contents）
Characteristics of the consumer market - factors affecting consumer behavior - buying decision behavior - the buying decision-making process.
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（授業時間外の学習/ Assignments）
A case on buying behavior
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（実施回/ Week）
Week 4
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（内容/ Contents）
Characteristics of the business market - factors influencing business buyer behavior – business buying decision-making process.
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（授業時間外の学習/ Assignments）
Strategies of Japanese Corporations Facing Global Competition: The Cases of Sony and Toray.
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|
（実施回/ Week）
Week 5
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（内容/ Contents）
Creating value for target customers-market segmentation and targeting
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（授業時間外の学習/ Assignments）
The case of Seven-Eleven Japan.
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（実施回/ Week）
Week 6
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（内容/ Contents）
Market differentiation and positioning.
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（授業時間外の学習/ Assignments）
Marketing Strategies of Luis Vuitton- The Strongest Brand Strategy, Innovating Innovation
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（実施回/ Week）
Week 7
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（内容/ Contents）
Product definition and classification – product development strategies - product life cycle analysis.
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（授業時間外の学習/ Assignments）
Panasonic Business Strategy
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（実施回/ Week）
Week 8
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（内容/ Contents）
Meaning of price- pricing objectives - factors to be considered in price determination - basic pricing approaches - pricing strategies
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（授業時間外の学習/ Assignments）
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（実施回/ Week）
Week 9
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（内容/ Contents）
Distribution channels - advertising, sales promotion, publicity, and personal selling.
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（授業時間外の学習/ Assignments）
Humanizing Twitter in Retail: How Lawson, a Convenience Store Chain in Japan, Fused Cute Culture and Social Media.
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（実施回/ Week）
Week 10
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（内容/ Contents）
Definitions and characteristics of strategic planning- steps in strategic planning- analyzing strategic business units (SBUs) through BCG and GE matrix.
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（授業時間外の学習/ Assignments）
Problems on BCG and GE matrix
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（実施回/ Week）
Week 11
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（内容/ Contents）
Porter’s five forces model – Ansoff’s product market grid analysis- SWOT analysis
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（授業時間外の学習/ Assignments）
An Analysis of Toyota’s Marketing Strategy
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（実施回/ Week）
Week 12
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（内容/ Contents）
PEST, PESTLE and VRIO Analyses
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（授業時間外の学習/ Assignments）
Exercise on PEST and VRIO
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（実施回/ Week）
Week 13
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（内容/ Contents）
Case Presentation by students
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（授業時間外の学習/ Assignments）
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（実施回/ Week）
Week 14
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（内容/ Contents）
Case Presentation by students
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（授業時間外の学習/ Assignments）
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（実施回/ Week）
Week 15
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（内容/ Contents）
Global marketing today- whether to go global or follow glokal- deciding which market to enter and how to enter?
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（授業時間外の学習/ Assignments）
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Course Requirements and Assignments
(a) Attendance, Readings, and Participation:
Students are required to attend every class regularly on time. They must bring the textbook to class and read suggested readings in prior. They are asked to participate in classroom discussion actively.
(b) Quizzes and Presentation:
Two short quizzes in a multiple choice form will be conducted in class. Besides, students are required to present a case/problem either individually or in a group. The instructor in class will decide the group member. The instructor will distribute important reading materials, problems, and cases in advance in the classroom. Conciseness and clarity in the presentation will be awarded by giving an extra mark. The presentation time will be limited to 20 minutes.
c) Final Report:
At the end of the course, students are required to write a final report.
＜成績評価基準/Evaluation Criteria＞
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Report writing
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60%
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Class Attendance Via Zoom
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10%
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Case/ problem presentation
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30%
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Comments on the Evaluation Criteria
This course will be offered on online via Zoom. For report writing, students are expected to follow APA style academic report writing.
Classroom Policies
1. Please be on Zoom five minutes before the class.
2. Inform me in advance by email if you fail to attend the class. Only genuine cases will be considered.
3. Turn off your mobile phones and any other audio or video devices that may detract class attention.
4. Do not send or read text messages during class. In the case of emergency, go outside to make calls taking permission from the instructor.
4. Do not sleep in class.
5. Must avoid plagiarism and cheating. I will not tolerate plagiarism, cheating, or whispering in class. You will receive “F” in the course if you are found to be involved with plagiarism and cheating. Regarding the definition of plagiarism and how to avoid it, you can talk to the librarian of Doshisha University.
＜成績評価結果/Results of assessment＞
成績評価の見方について/Notes for assessment
| 登録者数 |
成績評価（%) |
評点
平均値 |
備考
|
| A |
B |
C |
D |
F |
他 |
| 19 |
47.4 |
26.3 |
10.5 |
0.0 |
15.8 |
0.0 |
2.9 |
* |
＜テキスト/Textbook＞
|
Philip Kotler and Gary Armstrong
, Principles of Marketing
,
Edition 17
.
(Prentice Hall Incorporation)
.
ISBN:9780134461519
(Text Book)
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| |
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Philip Kotler, Swee-Hoon Ang, Siew-Meng Leong, and Chin Tiong Tan
, Marketing Management: An Asian Perspective
,
7/E
.
(Prentice Hall Incorporation)
.
ISBN:9781292089584
(Suggested Reading)
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| |
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Philip Kotler and Kevin Keller
, Marketing Management
,
Global Edition 15
.
(Prentice Hall Incorporation)
.
ISBN:9781292092621
(Suggested Reading)
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Warren J. Keegan
, Global Marketing
,
9/E
.
(Prentice Hall Incorporation)
.
ISBN:9781292150765
(Suggested Reading)
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Richard Hall
, Brilliant Marketing, Revised
,
2/E
.
(Prentice Hall Incorporation)
.
ISBN:9781292081069
(Suggested Reading)
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Philip Kotler
, Rethinking Marketing
,
2/E
.
(Prentice Hall Incorporation)
.
ISBN:9789810677947
(Suggested Reading)
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| |
|
Levitt Theodore
, Marketing Myopia
,
1/E
.
(McGraw-Hill International)
.
ISBN:9781422126011
(Suggested Reading)
|
| |
|
Hirofumi Matsuo, and Susumu Ogawa
, Innovating Innovation: The case of Seven-Eleven Japan
.
(International Commerce Review, 2007)
.
(Required Reading)
|
| |
|
C.S.L. Tan
, Humanizing Twitter in Retail: How Lawson, a Convenience Store Chain in Japan Fused Cute Culture and Social Media
.
(Journal of Economics, Business, and Management, May 2013)
.
(Required Reading)
|
| |
|
Takeo Kikawa
, Strategies of Japanese Corporations Facing Global Competition: The Cases of Sony and Toray
.
(Required Reading)
http://project.iss.u-tokyo.ac.jp/kikkawa/iss-6.pdf
|
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|
Bhandari, Surendra
, An Analysis of Toyota’s Marketing Strategy
.
(Required Reading)
http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1624068
|
| |
|
Shin’ya Nagasawa
, Marketing Strategies of Luis Vuitton- The Strongest Brand Strategy
,
No. 44
.
(Waseda Business and Economic Studies, 2008)
.
(Required Reading)
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| |
|
Panasonic Business Strategy
.
(Required Reading)
http://panasonic.net/ir/vision/pdf/20130918_vision_note_e.pdf
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| |
Cases will be distributed in class.
＜備考/Remarks＞
Instructor: Dr. Bishnu Kumar Adhikary
Email:adhikarykobejp@gmail.com
Note: This syllabus will be subject to changes and/or revisions.
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