マーケティング論

科目情報

科目名	マーケティング論 Theory of Marketing
種別	学内提供科目
単位	4単位
大学名	兵庫県立大学(神戸商科キャンパス)
担当教員	上瀨　昭司　准教授
開講期間	前期(4/7～7/30)
開講日・時間	月曜 13:00～14:30 水曜 9:00～10:30
対象学年	1年次以上
募集人員	若干名

科目内容

マーケティングに関する基礎的な概念や理論を学ぶ。

ケース研究を通じて概念や理論の使い方や短所・長所を実感する。

マーケティングの概念・理論に沿ったビジネス・プランを考える。

回数	講義内容
1	オリエンテーション
2	消費者の行動
3	購買意思決定の影響要因
4	組織購買行動
5	マーケティング・リサーチ
6	経営環境の把握
7	セグメンテーションとターゲティング
8	ポジショニング
9	第1・2章のまとめ
10	製品と製品ミックス
11	新製品開発
12	ブランド
13	価格の設定
14	戦略的価格
15	コミュニケーション
16	広　　告
17	販売促進・パブリシティ・人的販売
18	マーケティング・チャネル
19	メーカーと流通
20	第3～6章のまとめ
21	基本戦略と市場地位別戦略
22	製品ライフサイクル
23	コア・コンピタンスと知識創造
24	関係性マーケティング
25	ブランディング
26	マーケティングの過去
27	マーケティングの未来
28	第7～9章のまとめ
29	ケース研究1
30	ケース研究2

評価方法

授業への貢献（20％）、レポート（20％）、および期末試験（60％）で評価する。

教科書

黒岩健一郎・水越康介著『マーケティングをつかむ』（有斐閣、2012 年）。

参考図書

教科書の各unit 末尾に「読んでみよう」がある。

履修にあたって

特になし。

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Strict Standards: Non-static method CCalendar::GetWeekday() should not be called statically, assuming $this from incompatible context in /usr/home/aa160ypjcg/html/php/CCalendar.php on line 129

Strict Standards: Non-static method CCalendar::GetMonthDays() should not be called statically, assuming $this from incompatible context in /usr/home/aa160ypjcg/html/php/CCalendar.php on line 130

Strict Standards: Non-static method CCalendar::GetMonthDays() should not be called statically, assuming $this from incompatible context in /usr/home/aa160ypjcg/html/php/CCalendar.php on line 131

Strict Standards: Non-static method CCalendar::IsHoliday() should not be called statically, assuming $this from incompatible context in /usr/home/aa160ypjcg/html/php/CCalendar.php on line 141

Strict Standards: Non-static method CCalendar::IsHoliday() should not be called statically, assuming $this from incompatible context in /usr/home/aa160ypjcg/html/php/CCalendar.php on line 141

Strict Standards: Non-static method CCalendar::IsHoliday() should not be called statically, assuming $this from incompatible context in /usr/home/aa160ypjcg/html/php/CCalendar.php on line 141

Strict Standards: Non-static method CCalendar::IsHoliday() should not be called statically, assuming $this from incompatible context in /usr/home/aa160ypjcg/html/php/CCalendar.php on line 141

Strict Standards: Non-static method CCalendar::IsHoliday() should not be called statically, assuming $this from incompatible context in /usr/home/aa160ypjcg/html/php/CCalendar.php on line 141

Strict Standards: Non-static method CCalendar::IsHoliday() should not be called statically, assuming $this from incompatible context in /usr/home/aa160ypjcg/html/php/CCalendar.php on line 141

Strict Standards: Non-static method CCalendar::IsHoliday() should not be called statically, assuming $this from incompatible context in /usr/home/aa160ypjcg/html/php/CCalendar.php on line 141

Strict Standards: Non-static method CCalendar::IsHoliday() should not be called statically, assuming $this from incompatible context in /usr/home/aa160ypjcg/html/php/CCalendar.php on line 141

Strict Standards: Non-static method CCalendar::IsHoliday() should not be called statically, assuming $this from incompatible context in /usr/home/aa160ypjcg/html/php/CCalendar.php on line 141

Strict Standards: Non-static method CCalendar::IsHoliday() should not be called statically, assuming $this from incompatible context in /usr/home/aa160ypjcg/html/php/CCalendar.php on line 141

Strict Standards: Non-static method CCalendar::IsHoliday() should not be called statically, assuming $this from incompatible context in /usr/home/aa160ypjcg/html/php/CCalendar.php on line 141

Strict Standards: Non-static method CCalendar::IsHoliday() should not be called statically, assuming $this from incompatible context in /usr/home/aa160ypjcg/html/php/CCalendar.php on line 141

Strict Standards: Non-static method CCalendar::IsHoliday() should not be called statically, assuming $this from incompatible context in /usr/home/aa160ypjcg/html/php/CCalendar.php on line 141

Strict Standards: Non-static method CCalendar::IsHoliday() should not be called statically, assuming $this from incompatible context in /usr/home/aa160ypjcg/html/php/CCalendar.php on line 141

Strict Standards: Non-static method CCalendar::IsHoliday() should not be called statically, assuming $this from incompatible context in /usr/home/aa160ypjcg/html/php/CCalendar.php on line 141

Strict Standards: Non-static method CCalendar::IsHoliday() should not be called statically, assuming $this from incompatible context in /usr/home/aa160ypjcg/html/php/CCalendar.php on line 141

Strict Standards: Non-static method CCalendar::IsHoliday() should not be called statically, assuming $this from incompatible context in /usr/home/aa160ypjcg/html/php/CCalendar.php on line 141

Strict Standards: Non-static method CCalendar::IsHoliday() should not be called statically, assuming $this from incompatible context in /usr/home/aa160ypjcg/html/php/CCalendar.php on line 141

Strict Standards: Non-static method CCalendar::IsHoliday() should not be called statically, assuming $this from incompatible context in /usr/home/aa160ypjcg/html/php/CCalendar.php on line 141

Strict Standards: Non-static method CCalendar::IsHoliday() should not be called statically, assuming $this from incompatible context in /usr/home/aa160ypjcg/html/php/CCalendar.php on line 141

Strict Standards: Non-static method CCalendar::IsHoliday() should not be called statically, assuming $this from incompatible context in /usr/home/aa160ypjcg/html/php/CCalendar.php on line 141

Strict Standards: Non-static method CCalendar::IsHoliday() should not be called statically, assuming $this from incompatible context in /usr/home/aa160ypjcg/html/php/CCalendar.php on line 141

Strict Standards: Non-static method CCalendar::IsHoliday() should not be called statically, assuming $this from incompatible context in /usr/home/aa160ypjcg/html/php/CCalendar.php on line 141

Strict Standards: Non-static method CCalendar::IsHoliday() should not be called statically, assuming $this from incompatible context in /usr/home/aa160ypjcg/html/php/CCalendar.php on line 141

Strict Standards: Non-static method CCalendar::IsHoliday() should not be called statically, assuming $this from incompatible context in /usr/home/aa160ypjcg/html/php/CCalendar.php on line 141

Strict Standards: Non-static method CCalendar::IsHoliday() should not be called statically, assuming $this from incompatible context in /usr/home/aa160ypjcg/html/php/CCalendar.php on line 141

Strict Standards: Non-static method CCalendar::IsHoliday() should not be called statically, assuming $this from incompatible context in /usr/home/aa160ypjcg/html/php/CCalendar.php on line 141

Strict Standards: Non-static method CCalendar::IsHoliday() should not be called statically, assuming $this from incompatible context in /usr/home/aa160ypjcg/html/php/CCalendar.php on line 141

Strict Standards: Non-static method CCalendar::IsHoliday() should not be called statically, assuming $this from incompatible context in /usr/home/aa160ypjcg/html/php/CCalendar.php on line 141

Strict Standards: Non-static method CCalendar::IsHoliday() should not be called statically, assuming $this from incompatible context in /usr/home/aa160ypjcg/html/php/CCalendar.php on line 141