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科目名 Advanced Marketing(隔年開講・偶数） 
担当教員 青木　慶
授業の目的、または到達目標 Students have already studied marketing in the Basic Marketing class in Japanese(マーケティング基礎). If not, self-learning with basic marketing textbook is required. In this class, students will learn the latest marketing trends in English.
Learning goals:
- Discover the new rules of marketing
- Create WOW moments (Final presentation and paper)
授業の概要 Through reading over 200 pages marketing book, “Marketing 4.0”, students will learn how to design customer decision journey. It is required to read the text book out of the class hours.
科目群/ベンチマーク BUS3601（715生以前）・BUS4020（716生以降）
授業の形態 In the class, students have a lot of opportunities to make presentations and to have discussions. Out of the class, students have to prepare for it. In every class, iPad is necessary.
時間割   概要 宿題(予習・復習等)
1
  • Guidance for the course, From Marketing 3.0 to Marketing 4.0
  • Prior research
2
  • Power Shifts to the Connected Customers
  • Prior research
3
  • Power Shifts to the Connected Customers
  • Prior research
4
  • The Paradoxes of Marketing to Connected Customers
  • Prior research
5
  • The Influential Digital Subcultures
  • Prior research
6
  • Marketing 4.0 in the Digital Economy
  • Prior research
7
  • Marketing 4.0 in the Digital Economy
  • Prior research
8
  • Presentation-1
  • Prior research
9
  • The New Customer Path
  • Prior research
10
  • The New Customer Path
  • Prior research
11
  • Marketing Productivity Metrics
  • Prior research
12
  • Marketing Productivity Metrics
  • Prior research
13
  • Marketing Productivity Metrics
  • Prior research
14
  • Industry Archetypes and Best Practices
  • Prior research
15
  • Industry Archetypes and Best Practices
  • Prior research
16
  • Presentation-2
  • Prior research
17
  • Human-Centric Marketing for Brand Attraction
  • Prior research
18
  • Content Marketing for Brand Curiosity
  • Prior research
19
  • Content Marketing for Brand Curiosity
  • Prior research
20
  • Omnichannel Marketing for Brand Commitment
  • Prior research
21
  • Omnichannel Marketing for Brand Commitment
  • Prior research
22
  • Engagement Marketing for Brand Affinity
  • Prior research
23
  • Engagement Marketing for Brand Affinity
  • Prior research
24
  • Engagement Marketing for Brand Affinity
  • Prior research
25
  • Engagement Marketing for Brand Affinity
  • Prior research
26
  • Engagement Marketing for Brand Affinity
  • Prior research
27
  • Work for final presentation
  • Prior research
28
  • Work for final presentation
  • Prior research
29
  • Final presentation
  • Prior research
30
  • Review
教科書 "Marketing 4.0" Philip Kotler, Hermawan Kartajaya, Iwan Setiawan, Wiley
参考文献
成績評価方法・基準 Level of active involvement in each session in class such as discussions: 40%; Presentations: 30% (15%x2times) , Final presentation(group work):15% , Report(more than 10 pages):15%

時間割

担当教員 開講学期 開講曜日 開講時限 履修クラス 単位数
青木　慶 春学期 火曜日 ３時限 4
青木　慶 春学期 金曜日 ３時限 4