|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|
|開講学期／Semester||2015年度／Academic Year 前期／Spring Semester|
|開講曜限／Class period||月/Mon 5|
|配当年次／Years||3年 , 4年|
|更新日／Date of renewal||2015/03/03|
／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.|
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.
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
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%
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.
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.
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／Subjects and instructor's position
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