マーケティングⅣ(MarketingⅣ)
担当者赤木 徳顕教員紹介
単位・開講先選択  2単位 [国際経済学科]
科目ナンバリングCME-204

授業の概要(ねらい)

In this class, we will learn about basics and framework of marketing, an important factor for corporate to sell their products.
As the behavior of “customer” changes along with the time, we will try to learn how digital circumstance of now a days affect how we market customer.

授業の到達目標

The goal of this class is to have you understand the basics of marketing, so that you will be able to analyze corporate activities from a marketing perspective.

成績評価の方法および基準

Final test(40%), Attendance, Class Participation(60%)

教科書・参考文献

種別書名著者・編者発行所
教科書Marketing 4.0 : Moving from Traditional to Digital HRDKotler, Philip/Kartajaya, HermawanWiley
参考文献

準備学修の内容

Students are encouraged to survey examples given in the class buy using internet and etc.

その他履修上の注意事項

The course plan may be changed by reflecting the progress of class. By learning marketing in this course, you will learn crucial clues to your success in life.

授業内容

授業内容
第1回Orientation and guidance about the course
第2回Marketing management
第3回Plan, Do, Check, Action cycle
第4回Marketing strategy
第5回Marketing planning process
第6回Marketing research
第7回Content marketing
第8回Omni channel strategy
第9回Customer engagement
第10回Customer relationship management
第11回What is customer journey?
第12回Customer journey workshop
第13回Productivity metrics and industry archetypes
第14回Marketing evaluation
第15回Wrap up