Local MarketingⅠ
TeachersARAI, YoshioStaffInfo
Grade, SemesterYear 2 1st semest [Department of Regional Economics, Faculty of Economics]
Categorycourse of local/regional societies/communities and industries
Elective, CreditsElective Requisites 2credit
 Syllabus Number8D207

Course Description

Basic concepts of marketing will be introduced. Case studies on marketing analyses focusing on regional economic activities will be also introduced.

Course Objectives

The students will obtain an essential knowledge of marketing activities and will understand how to apply the marketing approach for various regional issues.

Grading Policy

Midterm and Term examinations (60%), short tests, short reports, discussions in the class (40% in total).

Textbook and Reference

TextbookHandouts will be distributed. The reference materials will be indicated in the class.


To read news papers carefully everyday will be helpful.



2The birth and development of marketing
3"4P" of marketing
4Marketing segmentation and positioning
5Marketing of products: Development of products and branding
6Marketing of pricing: Product line, product life cycle and pricing
7Marketing promotion: Advertising and sales promotion
8Marketing of distribution: Distribution systems in Japanese style
9International marketing: Cases of export industries
10Midterm exam
11International marketing: Cases of export industries
12Local marketing (1): Cases of specialties in rural villages
13Local marketing (2): Cases of specialties in less-favored areas
14Local marketing (3): Cases of developments of islands