日本語 English
| 開講年度/ Academic YearAcademic Year |
20262026 |
| 科目設置学部/ CollegeCollege |
経営学部/College of BusinessCollege of Business |
| 科目コード等/ Course CodeCourse Code |
BT281/BT281BT281 |
| テーマ・サブタイトル等/ Theme・SubtitleTheme・Subtitle |
International Advertising & Consumer Analysis |
| 授業形態/ Class FormatClass Format |
対面（全回対面）/Face to face (all classes are face-to-face)Face to face (all classes are face-to-face) |
| 授業形態（補足事項）/ Class Format (Supplementary Items)Class Format (Supplementary Items) |
|
| 授業形式/ Class StyleCampus |
演習・ゼミ/SeminarSeminar |
| 校地/ CampusCampus |
池袋/IkebukuroIkebukuro |
| 学期/ SemesterSemester |
春学期/Spring SemesterSpring Semester |
| 曜日時限・教室/ DayPeriod・RoomDayPeriod・Room |
水4/Wed.4 Wed.4 ログインして教室を表示する（Log in to view the classrooms.） |
| 単位/ CreditsCredits |
22 |
| 科目ナンバリング/ Course NumberCourse Number |
BUS2013 |
| 使用言語/ LanguageLanguage |
その他/OthersOthers |
| 履修登録方法/ Class Registration MethodClass Registration Method |
その他登録/"Other" Registration"Other" Registration |
| 配当年次/ Assigned YearAssigned Year |
配当年次は開講学部のR Guideに掲載している科目表で確認してください。配当年次は開講学部のR Guideに掲載している科目表で確認してください。 |
| 先修規定/ Prerequisite RegulationsPrerequisite Regulations |
|
| 他学部履修可否/ Acceptance of Other CollegesAcceptance of Other Colleges |
履修登録システムの『他学部・他研究科履修不許可科目一覧』で確認してください。 |
| 履修中止可否/ Course CancellationCourse Cancellation |
〇（履修中止可/ Eligible for cancellation） |
| オンライン授業60単位制限対象科目/ Online Classes Subject to 60-Credit Upper LimitOnline Classes Subject to 60-Credit Upper Limit |
|
| 学位授与方針との関連/ Relationship with Degree PolicyRelationship with Degree Policy |
各授業科目は、学部・研究科の定める学位授与方針（DP）や教育課程編成の方針（CP）に基づき、カリキュラム上に配置されています。詳細はカリキュラム・マップで確認することができます。 https://www.rikkyo.ac.jp/about/disclosure/educational_policy/business.html |
| 備考/ NotesNotes |
コンセントレーション：コミュニケーション領域，マーケティング領域 |
Students will be introduced to analyzing and planning international advertising by examining the relationship between brand identity and consumer behavior. Through interactive sessions and the study of award-winning global advertisements, students will learn to identify the strategic components of a brand—such as the mantra, identity prism, and value proposition. The ultimate goal is for students to apply these insights to an original advertising plan that uses specific creative triggers to influence consumer perception across different cultural markets.
This workshop-style seminar focuses on the applied analysis of marketing strategies and the hands-on development of advertising campaigns. In a small-group seminar format, students and the instructor will watch and critique the world’s best global advertisements to deconstruct how brands use "Reasons to Believe" (RTB) and claim substantiation to reach their target audience. Students will also work closely with the instructor to develop their own advertising plans, moving from strategic marketing objectives to creative briefs.
| 1 | Introduction: Global Ad Landscape |
| 2 | Brand Mantra & DNA |
| 3 | Kapferer’s Brand Identity Prism |
| 4 | Segmentation & Consumer Persona |
| 5 | Positioning & Value Proposition |
| 6 | RTB & Claim Substantiation |
| 7 | Analysis Project I |
| 8 | Analysis Project II |
| 9 | The Creative Brief |
| 10 | Cultural Nuance & Adaptation |
| 11 | Creative Execution & Triggers |
| 12 | Proposal Project I |
| 13 | Proposal Project II |
| 14 | Course Review |
板書 /Writing on the Board
スライド（パワーポイント等）の使用 /Slides (PowerPoint, etc.)
上記以外の視聴覚教材の使用 /Audiovisual Materials Other than Those Listed Above
個人発表 /Individual Presentations
グループ発表 /Group Presentations
ディスカッション・ディベート /Discussion/Debate
実技・実習・実験 /Practicum/Experiments/Practical Training
学内の教室外施設の利用 /Use of On-Campus Facilities Outside the Classroom
校外実習・フィールドワーク /Field Work
上記いずれも用いない予定 /None of the above
Beyond weekly sessions, students are expected to actively research global market trends and tgother curate a portfolio of advertisements from diverse international sources for group discussion. Independent work is required to develop the strategic components of the final advertising plan.
本学では 1 単位あたりの学修時間を 45 時間としている(授業時間を含む)。この点を踏まえた上で、履修者は事前学修・事後学修を行うこと。
| 種類 (Kind) | 割合 (%) | 基準 (Criteria) |
|---|---|---|
| 平常点 (In-class Points) | 100 |
Active In Class Participation(30%) Project 1 Presentation & Report(35%) Project 2 Presentation & Report(35%) |
| 備考 (Notes) | ||
なし/None
Students will be introduced to analyzing and planning international advertising by examining the relationship between brand identity and consumer behavior. Through interactive sessions and the study of award-winning global advertisements, students will learn to identify the strategic components of a brand—such as the mantra, identity prism, and value proposition. The ultimate goal is for students to apply these insights to an original advertising plan that uses specific creative triggers to influence consumer perception across different cultural markets.
This workshop-style seminar focuses on the applied analysis of marketing strategies and the hands-on development of advertising campaigns. In a small-group seminar format, students and the instructor will watch and critique the world’s best global advertisements to deconstruct how brands use "Reasons to Believe" (RTB) and claim substantiation to reach their target audience. Students will also work closely with the instructor to develop their own advertising plans, moving from strategic marketing objectives to creative briefs.
| 1 | Introduction: Global Ad Landscape |
| 2 | Brand Mantra & DNA |
| 3 | Kapferer’s Brand Identity Prism |
| 4 | Segmentation & Consumer Persona |
| 5 | Positioning & Value Proposition |
| 6 | RTB & Claim Substantiation |
| 7 | Analysis Project I |
| 8 | Analysis Project II |
| 9 | The Creative Brief |
| 10 | Cultural Nuance & Adaptation |
| 11 | Creative Execution & Triggers |
| 12 | Proposal Project I |
| 13 | Proposal Project II |
| 14 | Course Review |
板書 /Writing on the Board
スライド（パワーポイント等）の使用 /Slides (PowerPoint, etc.)
上記以外の視聴覚教材の使用 /Audiovisual Materials Other than Those Listed Above
個人発表 /Individual Presentations
グループ発表 /Group Presentations
ディスカッション・ディベート /Discussion/Debate
実技・実習・実験 /Practicum/Experiments/Practical Training
学内の教室外施設の利用 /Use of On-Campus Facilities Outside the Classroom
校外実習・フィールドワーク /Field Work
上記いずれも用いない予定 /None of the above
Beyond weekly sessions, students are expected to actively research global market trends and tgother curate a portfolio of advertisements from diverse international sources for group discussion. Independent work is required to develop the strategic components of the final advertising plan.
本学では 1 単位あたりの学修時間を 45 時間としている(授業時間を含む)。この点を踏まえた上で、履修者は事前学修・事後学修を行うこと。
| 種類 (Kind) | 割合 (%) | 基準 (Criteria) |
|---|---|---|
| 平常点 (In-class Points) | 100 |
Active In Class Participation(30%) Project 1 Presentation & Report(35%) Project 2 Presentation & Report(35%) |
| 備考 (Notes) | ||
なし/None