2021年度 | 価値創造のためのマーケティング

2021年度　価値創造のためのマーケティング Marketing for Value Creation

文字サイズ小中大

開講元: エネルギー・情報卓越教育課程

担当教員名: 松井剛福川恭子

授業形態: 講義

メディア利用科目

曜日・時限(講義室): 金3-4

クラス: -

科目コード: ENI.H401

単位数: 1

開講年度: 2021年度

開講クォーター: 3Q

シラバス更新日: 2021年9月22日

講義資料更新日: -

使用言語: 英語

アクセスランキング

シラバス

講義の概要とねらい

This course is aimed to understand the foundation of marketing to achieve value creation for customers. Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large (AMA Marketing, 2013). To understand marketing management in depth, the course adopts a marketing simulation game. It is set to discuss analytical tools and strategic options as well as a variety of marketing tactical options and approaches.

到達目標

Students are expected to understand the following topics, along with the marketing simulation game:
- Marketing Concept, Orientation and Strategy
- Marketing environment and planning process
- Marketing audit and analysis (consumers, competitors, company competence and macro environment)
- Marketing research and information system
- Segmentation, Targeting and Positioning (STP)
- Marketing mix design
- Marketing strategy implementation and control (via the marketing simulation game)

キーワード

marketing, value creation, marketing simulation

学生が身につける力(ディグリー・ポリシー)

専門力

✔ 教養力

✔ コミュニケーション力

✔ 展開力(探究力又は設定力)

✔ 展開力(実践力又は解決力)

授業の進め方

In the class, students learn the major topics related to marketing. At the same time, students will conduct groupwork discussion to make a decision in marketing simulation game outside the class room everyweek. The knowledge earned in the class will contribute to the better decision making in the game. At the end of the lecture, students will take online quizzes as a take home exam. At the last lecture, each team of the game will make presentation to analyze their own and other team's decisions.

授業計画・課題

	授業計画	課題
第1回	Lecture: Marketing Concept, Orientation and Strategy	Key terms and concepts in the area of marketing; an overview of marketing planning process
第2回	Lecture: Understanding Marketing Environment for Strategy Planning (Marketing Audit)	Marketing audit; analytical and decision tools for marketing plan and audit; macro- and micro environment; the roles and impacts of key players in the marketing environment.
第3回	Lecture: Buying Behavior and Marketing Research	The decision-making process of buying and its influencing factors; purpose and key uses of marketing research for marketing planning; types of data; methods of marketing research
第4回	Lecture: Segmentation, Targeting and Positioning	Bases of Segmentation; Approaches to Targeting and Positioning; Perceptual Mapping
第5回	Lecture: Marketing Mix Design	Marketing Mix 4P (goods) and 7P (service)
第6回	Lecture: Implementation of Marketing Strategy and Plan	Implementation, Monitoring and Control
第7回	Wrap up, Presentation on simulation game decisions by each team	Summary and reflection

授業時間外学修（予習・復習等）

学修効果を上げるため，教科書や配布資料等の該当箇所を参照し，「毎授業」授業内容に関する予習と復習（課題含む）をそれぞれ概ね100分を目安に行うこと。

教科書

Jean-Claude Larréché and Hubert Gatignon (2020), Participant Handbooks: Strategic Marketing – Consumer Goods, Strat X Simulations.

To participate in this course, you are required a license fee for the simulation game. All the participants must register with the simulation platform and complete reading the participant handbook (approx. 65 pages prior to the start of the course. You will be informed further details on how to register with the game etc. via the LMS.

参考書、講義資料等

David Jobber, Fiona Ellis-Chadwick (2019), Principles and Practice of Marketing, London: McGraw-Hill Education.

成績評価の基準及び方法

The results of simulation game, Online quizzes, Group presentation (online). N.B. the evaluation methods is subject to change, depending on the number of participants.

履修の条件(知識・技能・履修済科目等)

No prerequisites are necessary, but enrollment in the related courses is desirable.

国立大学法人東京工業大学