【科目コード】97733

【科目名称】ビジネス特殊講義（戦略＆マー ケティング）

【担当者】八木エドワード

【単位数】2                    【配当年次】1・2    【開講期】秋学期

【副題】　　国際マーケティ ング

 

【授業概要】

This course is designed to prepare students to understand the principles, circumstances, and explanations for both the success and failure of marketing strategies in an international context.  The class will utilize the case method and will alternate between examples of perceived success and failure.  The case list will also include both famous as well as obscure examples.  Students will be required to analyze the motivations for the actions of marketing managers and the underlying causes that result in the firms’ subsequent performance.  In addition to classical marketing theory and practice parameters (e.g., “The 4 P’s”), contextual issues will include a) the roles and responsibilities of headquarters versus local management, b) the composition and nature of top leadership, c) regulatory factors, d) cultural considerations, e) technology, f) political conditions, and g) the use of external resources.

 

【到達目標】

When students have completed this course, they will be able to identify patterns and landmarks that indicate relative success or failure in international marketing situations.  They will be able to identify indications that a particular strategy is effective or not effective, and be able to create and implement strategies to maximize the chances of success and to reverse course when encountering initial or imminent signs of failure.

 

【授業計画】

  1.     Course outline and group formation
  2.     Paradigm theory
  3.     Betamax vs. VHS I
  4.     Betamax vs. VHS II
  5.     Harley-Davidson Japan I
  6.     Harley-Davidson Japan II
  7.     Saturn Japan I
  8.     Saturn Japan II
  9.     McDonald’s Japan I
  10.   McDonald’s Japan II
  11.   Kodak vs. Fuji Film I
  12.   Kodak vs. Fuji Film II
  13.   DirecTV Japan I
  14.   DirecTV Japan II
  15.   Wrap-up, course evaluation, self-evaluation

 

【授業時間外の学習（準備学 習等）】

Prior to the sessions, students will be expected to read all textbook(s) and at least review all cases.   Prior to each class, students will be required to read the cases in detail and conduct in-depth research on the background of the case, environmental factors that were in play during the time in question, financial results of the subject firm before, during, and after the subject matter, and the ultimate outcome of each situation studied.

 

【評価方法】

15% of the grade will be based on individual written reports of each case, submitted at the beginning of each Case Session I, summarizing the strategy of the organization involved, descriptions of the issues, problems, and outcomes.

15% of the grade will be based on group reports, submitted at the beginning of each Case Session II, expounding on and compiling the themes in the individual reports.

20% of the grade will be based on a final report.

50% of the grade will be based on in-class oral participation.

 

【テキスト】

ケースを講義前に配布する。

 

【参考文献】

石井淳蔵・栗木契・島口充輝・余田拓郎 「ゼミナール　マーケティング入門」 日本経済新聞出版社、2009年
必要に応じて、追加的参考資料を講義前に配布する場合がある　

 

【備考】

こ の科目の資料は主に英文だが、講義は日本語で行われる。　As a general rule, all cases will be the subject of two class sessions.  Session I will consist primarily of group discussions to allow the students to share personal knowledge and perceptions based on their individual backgrounds and experiences.   Session II will consist of a free group discussion among all students with the instructor acting as moderator.