日本語 English
| 開講年度/ Academic YearAcademic Year |
20262026 |
| 科目設置学部/ CollegeCollege |
GLAP/GLAPGLAP |
| 科目コード等/ Course CodeCourse Code |
OW444/OW444OW444 |
| テーマ・サブタイトル等/ Theme・SubtitleTheme・Subtitle |
|
| 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 |
講義/LectureLecture |
| 校地/ CampusCampus |
池袋/IkebukuroIkebukuro |
| 学期/ SemesterSemester |
秋学期/Fall semesterFall semester |
| 曜日時限・教室/ DayPeriod・RoomDayPeriod・Room |
火3/Tue.3 Tue.3 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 |
GLA3401 |
| 使用言語/ LanguageLanguage |
英語/EnglishEnglish |
| 履修登録方法/ Class Registration MethodClass Registration Method |
科目コード登録/Course Code RegistrationCourse Code 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/glap_e.html |
| 備考/ NotesNotes |
This course aims to provide students with a comprehensive understanding of contemporary marketing theory and practice. Students will learn key concepts of modern marketing management and develop the ability to apply strategic frameworks to real-world business cases. By the end of the course, students will be equipped with essential marketing terminology and analytical skills necessary for solving practical business challenges.
The course covers fundamental concepts of modern marketing management, including market analysis, consumer behavior, segmentation, targeting, and positioning. Students will examine real-world business cases to understand how theoretical strategies are applied in practice. Through textbook learning and case studies, students will develop practical analytical approaches used by marketing professionals in contemporary business environments.
| 1 | Introduction to Marketing (Chap. 1: Definition of marketing) |
| 2 | Marketing Strategies (Chap. 2: Value proposition, SWOT analysis, Strategic portfolio) |
| 3 | Consumer Behavior (Chap. 3: Factors of behavior, Motivation, Stages of the purchasing process) |
| 4 | STP (Chap. 5: Segmentation, Targeting, Positioning) |
| 5 | Customer Relationship (Chap. 14: Loyalty, Satisfaction, Ethics) |
| 6 | Creating Offerings (Chap 6: Types of offerings, B2B offerings, Branding) Case study & Review (Week 1-6) |
| 7 | Test I |
| 8 | Product (Chap. 7: Product development, Product life cycle) |
| 9 | Place (Chap. 8: Supply chain, Wholesaler/Retailer, Channel dynamics) |
| 10 | Promotion I (Chap. 11: Promotion mix, Advertising, Sales promotion) |
| 11 | Promotion II (Chap. 12: Public relations, Social Media) |
| 12 | Price (Chap. 15: Pricing strategies, Pricing objectives) |
| 13 | Case study & Review (Week 8-13) |
| 14 | Test II |
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
Instructions to be given during the class.
| 種類 (Kind) | 割合 (%) | 基準 (Criteria) |
|---|---|---|
| 平常点 (In-class Points) | 100 |
Class Participation(40%) Test I(30%) Test II(30%) |
| 備考 (Notes) | ||
| Class participation includes attendance. Tests are multiple-choice, and not cumulative. | ||
| No | 著者名 (Author/Editor) | 書籍名 (Title) | 出版社 (Publisher) | 出版年 (Date) | ISBN/ISSN |
|---|---|---|---|---|---|
| 1 | University of Minnesota Libraries Publishing | Principles of Marketing | University of Minnesota Libraries Publishing | 2015 | |
| その他 (Others) | |||||
| This is an open textbook, available at: https://open.umn.edu/opentextbooks/textbooks/principles-of-marketing | |||||
My research focuses on international trade, structural change and innovation. Feel free to contact me and arrange office hours if you have any questions.
https://www.researchgate.net/profile/Wonsub-Eum
https://researchmap.jp/wonsubeum?lang=en
本講義は、現代マーケティングの理論と実践に関する包括的な理解を学生に提供することを目的とします。現代のマーケティング・マネジメントにおける主要概念を学び、実際のビジネス事例に戦略的フレームワークを適用する能力を養います。学期末には、実践的なビジネス課題の解決に必要なマーケティング用語と分析スキルを習得することができます。
This course aims to provide students with a comprehensive understanding of contemporary marketing theory and practice. Students will learn key concepts of modern marketing management and develop the ability to apply strategic frameworks to real-world business cases. By the end of the course, students will be equipped with essential marketing terminology and analytical skills necessary for solving practical business challenges.
本講義では、市場分析、消費者行動、セグメンテーション、ターゲティング、ポジショニングなど、現代マーケティング・マネジメントの基礎概念を扱います。実際のビジネス事例を分析することで、理論的な戦略が実務においてどのように適用されるかを理解します。教科書での学習とケーススタディを通じて、現代のビジネス環境においてマーケティング実務家が用いる実践的な分析手法を身につけます。
The course covers fundamental concepts of modern marketing management, including market analysis, consumer behavior, segmentation, targeting, and positioning. Students will examine real-world business cases to understand how theoretical strategies are applied in practice. Through textbook learning and case studies, students will develop practical analytical approaches used by marketing professionals in contemporary business environments.
| 1 | Introduction to Marketing (Chap. 1: Definition of marketing) |
| 2 | Marketing Strategies (Chap. 2: Value proposition, SWOT analysis, Strategic portfolio) |
| 3 | Consumer Behavior (Chap. 3: Factors of behavior, Motivation, Stages of the purchasing process) |
| 4 | STP (Chap. 5: Segmentation, Targeting, Positioning) |
| 5 | Customer Relationship (Chap. 14: Loyalty, Satisfaction, Ethics) |
| 6 | Creating Offerings (Chap 6: Types of offerings, B2B offerings, Branding) Case study & Review (Week 1-6) |
| 7 | Test I |
| 8 | Product (Chap. 7: Product development, Product life cycle) |
| 9 | Place (Chap. 8: Supply chain, Wholesaler/Retailer, Channel dynamics) |
| 10 | Promotion I (Chap. 11: Promotion mix, Advertising, Sales promotion) |
| 11 | Promotion II (Chap. 12: Public relations, Social Media) |
| 12 | Price (Chap. 15: Pricing strategies, Pricing objectives) |
| 13 | Case study & Review (Week 8-13) |
| 14 | Test II |
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
Instructions to be given during the class.
| 種類 (Kind) | 割合 (%) | 基準 (Criteria) |
|---|---|---|
| 平常点 (In-class Points) | 100 |
Class Participation(40%) Test I(30%) Test II(30%) |
| 備考 (Notes) | ||
| Class participation includes attendance. Tests are multiple-choice, and not cumulative. | ||
| No | 著者名 (Author/Editor) | 書籍名 (Title) | 出版社 (Publisher) | 出版年 (Date) | ISBN/ISSN |
|---|---|---|---|---|---|
| 1 | University of Minnesota Libraries Publishing | Principles of Marketing | University of Minnesota Libraries Publishing | 2015 | |
| その他 (Others) | |||||
| This is an open textbook, available at: https://open.umn.edu/opentextbooks/textbooks/principles-of-marketing | |||||
My research focuses on international trade, structural change and innovation. Feel free to contact me and arrange office hours if you have any questions.
https://www.researchgate.net/profile/Wonsub-Eum
https://researchmap.jp/wonsubeum?lang=en