Marketing Ⅱ

Course Information

College	Toyama College	Year	2022
Course Title	Marketing Ⅱ
Course Code	0129	Course Category	Specialized / Elective
Class Format	Lecture	Credits	School Credit: 1
Department	Department of International Business	Student Grade	4th
Term	Second Semester	Classes per Week	2
Textbook and/or Teaching Materials	Ikeo-Kyouichi (2016), Nyuumon marketing senryaku, Yuuhikaku.
Instructor	Tajima Yuta

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 company's marketing strategy from three frameworks: (1) environmental analysis, (2) marketing strategy formation, (3) marketing / mix formulation. In "Marketing Theory II" we will consider value provision, competitive advantage, new product development strategy, product life cycle and marketing strategy, product policy, price policy, promotion policy, distribution channel policy.

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
2nd Semester
	3rd Quarter
		1st	Guidance, value offering and competitive advantage	We can understand the purpose of "marketing theory Ⅱ". Also, we can understand target market selection, cost / leadership, differentiation, value provision network, relationship marketing.
		2nd	New product development strategy	We can understand sales prediction and profitability analysis, dissemination theory / diffusion model in new product development process, product development / market test / market introduction in the same process.
		3rd	Product lifecycle and marketing strategy	We can understand the characteristics of introduction period, growth period, maturity period and decline period of products, marketing approach, significance and problems of product life cycle.
		4th	Product policy	We can understand marketing mix, product type, product structure, brand policy, issues of Japanese company brands.
		5th	Price policy (1)	We can understand the significance of price, regulatory relationship of price setting.
		6th	Price policy (2)	We can understand segment pricing and product line pricing.
		7th	Business case study (1)	We can understand the structure and business of the economy according to concrete cases.
		8th	Midterm exam	1th to 7th learning contents
	4th Quarter
		9th	Promotion policy (1)	We understand the role of promotional activities, consumer information sources, promotion tools.
		10th	Group work (1)	We can collect and investigate information on a specific research theme (marketing).
		11th	Promotion policy (2)	We can understand promotion mix.
		12th	Distribution channel policy (1)	We can understand channel selection, postponement and speculation.
		13th	Distribution channel policy (2)	We can understand the relation between manufacturer and channel member, channel management based on power resource, Internet as distribution channel.
		14th	Group work (2)	We can create 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