Marketing Ⅰ

Course Information

College	Toyama College	Year	2021
Course Title	Marketing Ⅰ
Course Code	0129	Course Category	Specialized / Elective
Class Format	Lecture	Credits	School Credit: 1
Department	Department of International Business	Student Grade	4th
Term	First Semester	Classes per Week	2
Textbook and/or Teaching Materials	Ikeo-Kyouichi (2016), Nyuumon marketing senryaku, Yuuhikaku.
Instructor	Hsegawa Hiroshi

Course Objectives

I can analyze the marketing strategy of a company from the perspective of 4P (Product, Price, Promotion, Place).
Utilizing the basic concepts and theoretical framework on marketing, I can express my views on individual cases.

Rubric

	Ideal Level of Achievement	Standard Level of Achievement	Unacceptable Level of Achievement)
Evaluation 1	I can explain the marketing strategy of a company in a wide range from the perspective of 4P.	I can explain a part of the company's marketing strategy from the viewpoint of 4P.	I can not explain corporate marketing strategy from the perspective of 4P.
Evaluation 2	I can fully describe my views on individual cases while utilizing the basic concepts and theoretical framework on marketing.	I can describe my views on individual cases while taking advantage of basic concepts and theoretical framework on marketing.	I can not describe my opinion on individual cases while utilizing the basic concepts and theoretical framework on marketing.
Evaluation 3

Assigned Department Objectives

ディプロマポリシー 1 （経営学，外国語と異文化理解，情報処理の知識，技能を総合的に身につけ，それらを応用したビジネス活動ができる。）

Teaching Method

Outline:

The purpose of this lecture is to analyze a company's marketing strategy from three frameworks: (1) environmental analysis, (2) marketing strategy formation, (3) marketing / mix formulation. In "Marketing Theory I" we will explore the search and evaluation of competitive environments, market environments, distribution environments, market opportunity and response to demand diversity.

Style:

This class is done in a lecture format, but it is also carried out with group work and audiovisual teaching materials.

Notice:

In this lecture, we focus on the content of "Class Summary" (Written in Summary, Opinion, Comment on Class) that we submit every class. In this lecture, we also expect active participation and exchange of opinions among students.
Those whose evaluation is less than 60 points can be subjected to the approval test by request. As a result of the approval test, those who are allowed to acquire credits will have an evaluation of 60 points. Evaluation method and evaluation criteria of the approval test are based on this test.

Course Plan

			Theme	Goals
1st Semester
	1st Quarter
		1st	Guidance, Invitation to marketing	I can understand the purpose of "Marketing Theory I".
		2nd	Marketing and regional revitalization	I can understand the role of marketing in regional revitalization.
		3rd	Competitive environment (1)	I can understand the significance of environmental analysis, PEST analysis, 3C analysis, market growth rate and 5 forces, VRIO analysis.
		4th	Competitive environment (2)	I can understand the strategy group, competition strategy strategy, dilemma of innovation, destabilization of the competitive environment.
		5th	Market environment (1)	I can understand consumer behavior approaches and purchasing decision-making processes.
		6th	Market environment (2)	I can understand the alternative plan evaluation rules, the transformation and typology of the purchasing decision making process, and the relationship between enterprise marketing activities and purchasing decision-making processes.
		7th	Business case study (1)	I can understand the structure and business of the economy according to specific cases.
		8th	Midterm exam	1th to 7th learning contents
	2nd Quarter
		9th	Distribution environment (1)	I can understand the distribution function, the role of intermediary / retailer / wholesale business.
		10th	Group work (1)	I can collect and research information on a specific research theme (marketing).
		11th	Distribution environment (2)	I can understand Internet sales, how long tails should be.
		12th	Search and evaluate market opportunities	I can understand portfolio analysis.
		13th	Responding to demand diversity	I can understand the idea of market segmentation and the maximization of value for money.
		14th	Group work (2)	I can prepare and publish materials on a specific research theme (marketing).
		15th	Final exam	9th to 14th learning contents
		16th	Grade check	Returning test

Evaluation Method and Weight (%)

	Examination	"Class Summary"	Group work	Behavior	Portfolio	Other	Total
Subtotal	70	20	10	0	0	0	100
Basic Ability	30	20	5	0	0	0	55
Technical Ability	20	0	5	0	0	0	25
Interdisciplinary Ability	20	0	0	0	0	0	20