- 担当教員
- 鍾 淑玲
- 使用教室
- 月5-6(W9-201)
- 単位数
- 講義：2 演習：0 実験：0
- 講義コード
- 67056
- シラバス更新日
- 2015年9月16日
- 講義資料更新日
- 2015年9月16日
- 学期
- 後期
講義概要
マーケティングに関する基礎的概念の修得とその現実問題への応用。シミレーションと課題のディスカッションをすることで，企業のマーケティング戦略体系の理解を深める。さらに，国際化社会，サービス社会におけるグローバル・マーケティング，小売マーケティング，サービス・マーケティングなど，21世紀における様々なマーケティングの基本概念を習得する。（平成23年度後期からは英語で開講する）
*NOTE: If you want to take this course but couldn't attend the first class on Oct.6, please read the syllabus carefully.
講義の目的
This course is concerned with the development, evaluation, and implementation of marketing management in complex environments. The course deals primarily with an in-depth analysis of a variety of concepts, theories, facts, analytical procedures, techniques, and models.
To ensure that students have a solid foundation of the fundamental marketing decision-making tools and management of all of the elements of the marketing plan.
Through the in-depth semester-long simulation, students will be provided the opportunity to apply those marketing planning and decision-making skills.
講義計画
1. Introduction / Defining Marketing for the 21st Century
2. Developing Marketing Strategies and Plans
3. Marketing Environment and Marketing Research
4. Customer Value, Satisfaction, and The Buying Decision Process
5. Identifying Market Segments and Targets
6. Creating Brand Equity
7. Crafting the Brand Positioning
8. Setting Product Strategy
9. Developing Pricing Strategies and Programs
10. Designing and Managing Integrated Marketing Communications
11. Designing and Managing Integrated Marketing Channels
12. Managing Retailing, Wholesaling, and Logistics
13. Marketing Strategies for Service Firms
14. Tapping into Global Markets/ Final Presentations 1
15. Course Wrap Up/ Final Presentations 2
教科書・参考書等
(Required) Pharmasim Simulation Software License
All students must purchase this license to participate in the simulation
You can purchase the software license from www.interpretive.com/students after
receiving a user name and password in class
All members of your team must have already purchased the license to start the simulation
(Recommended) Marketing Management, 14th edition, by Kotler/Keller, Prentice-Hall 2011.
関連科目・履修の条件等
Students are expected to read assigned materials, prepare for, and actively participate in class discussion.
Study pace and timing is subject to change.
Please come to class on time.
成績評価
Class Participation 40%
PharmaSim Marketing plan 10%
PharmaSim Final Presentations 20%
PharmaSim Debrief Paper 30%
