シラバス参照
シラバス参照
| 科目一覧へ戻る | 2026/03/11 現在 |
| 科目名／Subject | 現代国際マーケティング特論／International Marketing Strategy |
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| 担当教員（所属）／Instructor | プラート カロラス (商学部) |
| 授業科目区分／Category | 現代商学専攻博士後期課程 現代商学教育研究分野 |
| 開講学期／Semester | 2026年度／Academic Year 後期／Fall Semester |
| 開講曜限／Class period | 火/Tue 3 |
| 対象所属／Eligible Faculty | 商学研究科現代商学専攻博士後期課程／Graduate School of CommerceGraduate School of Commerce Major in Modern Commerce |
| 配当年次／Years | 1年 , 2年 , 3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 | 2026/02/25 | ||
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| 授業の目的・方法 ／Course Objectives and method |
The study of international marketing is concerned with the challenges, opportunities and problems that corporations face in the context of the global economy. The course consists of student presentations and in-depth class discussion of key readings from the academic literature on international marketing and strategy. | ||
| 達成目標 ／Course Goals |
Students will become familiar with the key theoretical concepts and underlying forces of the globalization of markets and the academic debate on the pros and cons of standardization of the international marketing mix. In the process they will improve their critical reading, evaluation, and discussion skills and will learn more about different types of research design and writing. In the process, they will learn how to apply these insights to the design, writing and publication strategy of their own research. | ||
| 授業内容 ／Course contents |
1. Orientation 2. Standardization of international marketing (1) 3. Standardization of international marketing (2) 4. Global convergence 5. Global marketing strategy: customizing global marketing 6. Standardization of international marketing strategy: research hypotheses 7. Standardization of global marketing: critical perspectives 8. Standardization versus adaptation of advertising: Practitioner versus academic perspectives 9. National culture and international marketing 10. Global marketing strategy and performance 11. Marketing mix standardization vs adaptation: theoretical advancement 12. Culture and cross-national product diffusion 13. Cross-national consumer segmentation: empirical evidence 14. Standardization’s impact on performance: empirical evidence (1) 15. Standardization’s impact on performance: empirical evidence (2) |
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| 事前学修・事後学修 ／Preparation and review class |
Before each session, all participants are required to read the assignments for class discussion. Every week one of the participants will be required to present the readings for that week using slides. The participant in charge of presenting should also prepare discussion points for the session. Each participant will be asked to critically and carefully read the key reading for that week and will be asked to prepare a written synopsis of the reading and find a number of flaws in the theoretical assumptions, logic, design, or methodology of the research or writing. After each session, each participant should make personal notes on how the reading may be discussed as part of a critical review of the literature which will be required for the final written assignment for the course. | ||
| 使用教材 ／Teaching materials |
Readings will be announced before the start of the course and will be shared with participants in digital format via a shared cloud-storage folder. | ||
| 成績評価の方法 ／Grading |
Quality of class participation: 25％ Presentations: 25% Final report: 50% |
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| 成績評価の基準 ／Grading Criteria |
A (90-100): Demonstrates excellent understanding of the course content as well as excellent ability to critically read, creatively discuss, and comprehensively and coherently write about it. B (80-89): Demonstrates very good understanding of the course content as well as very good ability to critically read, creatively discuss, and comprehensively and coherently write about it. C (70-79): Demonstrates good understanding of the course content as well as good ability to critically read, creatively discuss, and comprehensively and coherently write about it. D (60-69): Demonstrates satisfactory understanding of the course content as well as satisfactory ability to critically read, creatively discuss, and comprehensively and coherently write about it. F (0-59): Demonstrates unsatisfactory understanding of the course content as well as unsatisfactory ability to critically read, creatively discuss, and comprehensively and coherently write about it. |
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| 履修上の注意事項 ／Remarks |
Readings will be in English. Class discussion may be alternatively in English and/or in Japanese to accommodate the language ability of the participants. All class participants need to submit a final report in English or Japanese. | ||
| 実務経験者による授業 ／Courses conducted by the ones with practical experiences |
該当しない／No | ||
| 授業実施方法 ／Method of class |
○大学院授業／Graduate school class | ||
| 遠隔授業 ／Online class |
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