シラバス参照

授業情報/Course information

科目一覧へ戻る 2015/04/08 現在

科目名/Subject アジア太平洋におけるマーケティング戦略/Marketing Strategy in Asia and Pacific
担当教員(所属)/Instructor クライマー (商学部)
授業科目区分/Category 昼間コース 学科別専門科目
開講学期/Semester 2015年度/Academic Year  前期/Spring Semester
開講曜限/Class period 月/Mon 5
対象所属/Eligible Faculty
配当年次/Years 3年 , 4年
単位数/Credits 2
研究室番号/Office
オフィスアワー/Office hours
更新日/Date of renewal 2015/03/03
授業の目的・方法
/Course Objectives and method
The primary objective of this course is to introduce students strategic management issues that face Asian companies.  Students are expected to apply their knowledge and critical thinking skills in the context of real-life business dilemmas.  Classes are conducted the same way as many MBA courses, lectures followed by case studies that serve to reinforce the lecture material.
達成目標
/Course Goals
-




【授業のねらいとカリキュラム上の位置付け(つづき①)】
The lecture material in the class that precedes each case will apply to the case study that will be covered during class the following week.  In the week following these lectures, the class will begin with the case discussion.  In some weeks, we will discuss the case during the first half the class period, and then, during the second half of the class period we will have a lecture concerning the topic that applies to the case for the next week’s class.  On other occasions, the entire class will be devoted to either a lecture or a case study.  It is critical that each student read the case study material before arriving in class.  About 2/3 through the semester, I give a lecture on effective presentations.  In the two class periods that follow, groups of students present their strategies for a hypothetical business proposal.

Students are challenged to understand the motivations and processes that businesspeople use to create strategy.  My definition: “Strategy is previously conceived behavior that coordinates action with purpose.”  What rests behind this definition is that we have to think about a purpose that is clear in our minds and we must be able and willing to take deliberate actions that are congruent with that purpose.  The cases stress issues that transcend functional disciplines such as marketing, finance, accounting and human resources.  Instead, most of the case studies focus on strategic planning, competitive and consumer behavior, and entrepreneurial skills.
授業内容
/Course contents
Week 1 Course outline
Week 2 Overview of the nations of Asia
Week 3 Strategic planning case study
Week 4 Value of company brands case study
Week 5 Market segmentation case study
Week 6 Pricing lecture
Week 7 Market survey and pricing case study
Week 8 Quality presentations
Week 9 Student presentations
Week 10 Student presentations
Week 11 Entrepreneurial business case studies
Week 12 Industry standards case study
Week 13 Technology forecasting case study
Week 14 Open
Week 15 Review for final exam
使用教材
/Teaching materials
 
成績評価の方法
/Grading
Grading will be based on class participation, group presentation, and a final exam.
Quality of class participation: 20%
Group business proposal: 30%
Final Exam: 50%
成績評価の基準
/Grading Criteria
-
履修上の注意事項
/Remarks
-




【授業のねらいとカリキュラム上の位置付け(つづき②)】

The course also concentrates on strengthening students’ acumen of Asian business.  Most of the case studies emphasize business and management issues in Japan, Greater China, South Korea, and Singapore.  Asian values and Asian institutions affect the decision making of companies, consumers, supplies and competitors in Asia.  Students learn that strategy must be appropriate for the period in time, appropriate for competitive environment, and appropriate for the region.



【教科書・参考書等】
Each student who participates in this course is required to purchase the casebook listed below:
Schutte, Hellmut, Ang, Swee Hoon, Leong, Siew Meng, & Tan, Chin Tiong, Marketing Management ? An Asian Casebook, Pearson. (ISBN: 981-244-561-7).
Other materials will either be provided by the professor or are available from the internet.

pdf files of each lecture will be  provided prior to class.  Students are encouraged to review the lecture material before attending the lecture.  All lectures are conducted in English. Students attending this class must have a working knowledge of computers and will have to use the Internet in their studies. Students are responsible for the material in assigned readings and lecture material.
No. 回(日時)
/Time (date and time)
主題と位置付け(担当)
/Subjects and instructor's position
学習方法と内容
/Methods and contents
備考
/Notes
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