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科目名 Marketing  
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）. In this class, students will not only improve their knowledge of marketing and innovation, but also increase the student`s presentation skills in English.　
Learning goals:
- Can make a presentation of their own ideas in English
- Can have an active discussion with each other in English
- To write an academic paper
授業の概要 After quick review of basic marketing, students learn the latest marketing and innovation trends. It is required to update the business situation for each.
科目群/ベンチマーク BUS3020（715生以前）・BUS3020（716生以降）
授業の形態 The first and the last section of each class will be conducted partly in Japanese to understand the outline of the day’s class work. Students have a lot of opportunities to make presentations and to have discussions.In every class, iPad is necessary.
時間割   概要 宿題(予習・復習等)
1
  • Guidance for the course, Quick review of basic marketing
  • Preparation
2
  • Quick review of basic marketing: STP
  • Preparation
3
  • Quick review of basic marketing: 4C
  • Preparation
4
  • Quick review of basic marketing: PLC
  • Prepare for presentation
5
  • Presentation-1
  • Preparation
6
  • Brand experience
  • Preparation
7
  • Brand experience
  • Preparation
8
  • Consumer communication
  • Preparation
9
  • Consumer communication
  • Prepare for presentation
10
  • Presentation-2
  • Preparation
11
  • The definition of Innovation
  • Preparation
12
  • Business model innovation : Freemium model
  • Preparation
13
  • Business model innovation : Freemium model
  • Preparation
14
  • Business model innovation : Sharing economy
  • Preparation
15
  • Business model innovation : Sharing economy
  • Prepare for presentation
16
  • Presentation-3
  • Preparation
17
  • The power of crowd：Management of Co-creation community
  • Preparation
18
  • The power of crowd：Management of Co-creation community
  • Preparation
19
  • The power of crowd：Crowd sourcing
  • Preparation
20
  • The power of crowd：Crowd sourcing
  • Preparation
21
  • The power of crowd：Brand advocate
  • Preparation
22
  • The power of crowd：Brand advocate
  • Prepare for presentation
23
  • Presentation-4
  • Preparation
24
  • Introduction for the final presentation and paper
  • Research
25
  • Work for final presentation and paper
  • Research
26
  • Work for final presentation and paper
  • Research
27
  • Work for final presentation and paper
  • Research
28
  • Work for final presentation and paper
  • Research
29
  • Final presentation
  • Paper
30
  • Review
  • Paper
参考文献 『フリー~〈無料〉からお金を生みだす新戦略』クリス・アンダーソン著　日本放送出版協会
『シェア <共有>からビジネスを生みだす新戦略』　レイチェル・ボッツマン，ルー・ロジャース著 日本放送出版協会
『コトラーのマーケティング3.0　ソーシャル・メディア時代の新法則』フィリップ・コトラー, ヘルマン・カルタジャヤ, イワン・セティアワン著　朝日新聞出版
『アイデア共創の質を高めるしくみ』青木慶著　クロスメディア・パブリッシング
成績評価方法・基準 Contribution to the class (40%), Presentation (10% x 5times), Paper (10%)

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 秋学期 火曜日 ３時限 4
青木　慶 秋学期 金曜日 ３時限 4