< 講座概要 >
Marketing is often defined as advertising - a highly visible activity by which organizations try to persuade consumers to buy products and services. However， marketing is much more than advertising and even the most skillful marketing cannot make consumers buy things that they don't want. Marketing involves the following activities： 1) identifying consumer needs， 2) formulating the segmenting， targeting， and positioning strategies， 3) setting the “marketing mix”. With the real-life examples introduced， this course aims to cover the following topics： 1. An overview of marketing； 2. Ethics and the marketing environment； 3. Consumer decision making 4. Business-to-business marketing； 5. Segmenting and targeting markets； 6. Market research； 7. Product concepts； 8. Developing and managing products； 9. Services， non-profit and other intangibles； 10. Marketing channels and distribution decisions； and more if the time permits.
< 受講生へのメッセージ >
Marketing is an important business area and mastering marketing knowledge can help your career. You are welcome to take the course， but you will benefit from this course only if you can maintain committed attendance.