WMF00800 Marketing

Hiroshima University Syllabus

Japanese

Academic Year 2026Year School/Graduate School Graduate School of Humanities and Social Sciences (Master's Course) Division of Humanities and Social Sciences Management Sciences Program

Lecture Code WMF00800 Subject Classification Specialized Education

Subject Name マーケティング論

Subject Name
（Katakana）マーケティングロン

Subject Name in
English Marketing

Instructor SEO EUNJI

Instructor
(Katakana) ソ　ウンジ

Campus Higashi-Senda Semester/Term 1st-Year,  First Semester,  First Semester

Days, Periods, and Classrooms (1st) Thur11-12：Higashi-Senda Lecture Rm M304

Lesson Style Lecture Lesson Style
(More Details) Face-to-face, Online (simultaneous interactive), Online (on-demand)

Discussion,  Presentation

Credits 2.0 Class Hours/Week 2 Language of Instruction J : Japanese

Course Level 5 : Graduate Basic

Course Area（Area） 24 : Social Sciences

Course Area（Discipline） 04 : Management

Eligible Students

Keywords Product Differentiation, Market Segment, Product Lifecycle, Customer Behavior, New Product Development, Marketing Strategy, Relationship Marketing

Special Subject for Teacher Education 　 Special Subject 　

Class Status
within Educational
Program
(Applicable only to targeted subjects for undergraduate students)
Criterion referenced
Evaluation
(Applicable only to targeted subjects for undergraduate students)

Class Objectives
/Class Outline Marketing is an attempt to theorize the relationship between firms and markets and to systematize the processes of value creation and exchange. This course critically examines key research articles on firms’ strategic behavior and organizational management in relation to the provision of products and services, and offers a systematic introduction to marketing theory and its development.
In particular, the course covers major themes such as consumer behavior, branding, relationship marketing, digital marketing, and sustainability in marketing, and engages with representative journal articles in both English and Japanese. Students are expected not only to organize and understand the main theoretical perspectives, but also to pay close attention to research design and analytical methods, thereby learning how to “read” marketing research and how to formulate research questions.
The course further emphasizes academic communication skills through presentations and discussions in which students summarize and critically evaluate selected articles. By the end of the course, students are expected to be able to construct a theoretical framework relevant to their own research topics and to apply this framework to the formulation of research problems in their master’s or doctoral theses.

Class Schedule lesson1 Guidance of lecture (The meaning of Marketing)
lesson2 Product Differentiation
lesson3 Market Segmentation
lesson4 Product Lifecycle
lesson5 Consumer Behaviors
lesson6 New Product Developments
lesson7 Marketing Mix
lesson8 Strategic Marketing
lesson9 Marketing Organization and Resource Management
lesson10 Marketing Channel
lesson11 Business Marketing
lesson12 International Marketing
lesson13 Service Marketing
lesson14 Final presentation 1
lesson15 Final presentation 2

Final presentation,Research papre presentation

Text/Reference
Books,etc. Takasima, K and kuwahara, H(2008), H Gendai marketing , yuhigaku
The required readings will be provided by the instructor.

PC or AV used in
Class,etc. Text, Handouts, Microsoft Teams

(More Details) PC

Learning techniques to be incorporated Discussions, Post-class Report

Suggestions on
Preparation and
Review It is mandatory to read the chapter before attending class.

Requirements Attending class is essential for this course. Class attendance will be checked at every class in the beginning.

Grading Method Research paper presentation 50%
Final presentation 30%

Practical Experience

Summary of Practical Experience and Class Contents based on it

Message none

Other none

Please fill in the class improvement questionnaire which is carried out on all classes.
Instructors will reflect on your feedback and utilize the information for improving their teaching.

Academic Year	2026Year	School/Graduate School	Graduate School of Humanities and Social Sciences (Master's Course) Division of Humanities and Social Sciences Management Sciences Program
Lecture Code	WMF00800	Subject Classification	Specialized Education
Subject Name	マーケティング論
Subject Name （Katakana）	マーケティングロン
Subject Name in English	Marketing
Instructor	SEO EUNJI
Instructor (Katakana)	ソ　ウンジ
Campus	Higashi-Senda	Semester/Term	1st-Year, First Semester, First Semester
Days, Periods, and Classrooms	(1st) Thur11-12：Higashi-Senda Lecture Rm M304
Lesson Style	Lecture	Lesson Style (More Details)	Face-to-face, Online (simultaneous interactive), Online (on-demand)
Discussion, Presentation
Credits	2.0	Class Hours/Week	2	Language of Instruction	J : Japanese
Course Level	5 : Graduate Basic
Course Area（Area）	24 : Social Sciences
Course Area（Discipline）	04 : Management
Eligible Students
Keywords	Product Differentiation, Market Segment, Product Lifecycle, Customer Behavior, New Product Development, Marketing Strategy, Relationship Marketing
Special Subject for Teacher Education		Special Subject
Class Status within Educational Program (Applicable only to targeted subjects for undergraduate students)
Criterion referenced Evaluation (Applicable only to targeted subjects for undergraduate students)
Class Objectives /Class Outline	Marketing is an attempt to theorize the relationship between firms and markets and to systematize the processes of value creation and exchange. This course critically examines key research articles on firms’ strategic behavior and organizational management in relation to the provision of products and services, and offers a systematic introduction to marketing theory and its development. In particular, the course covers major themes such as consumer behavior, branding, relationship marketing, digital marketing, and sustainability in marketing, and engages with representative journal articles in both English and Japanese. Students are expected not only to organize and understand the main theoretical perspectives, but also to pay close attention to research design and analytical methods, thereby learning how to “read” marketing research and how to formulate research questions. The course further emphasizes academic communication skills through presentations and discussions in which students summarize and critically evaluate selected articles. By the end of the course, students are expected to be able to construct a theoretical framework relevant to their own research topics and to apply this framework to the formulation of research problems in their master’s or doctoral theses.
Class Schedule	lesson1 Guidance of lecture (The meaning of Marketing) lesson2 Product Differentiation lesson3 Market Segmentation lesson4 Product Lifecycle lesson5 Consumer Behaviors lesson6 New Product Developments lesson7 Marketing Mix lesson8 Strategic Marketing lesson9 Marketing Organization and Resource Management lesson10 Marketing Channel lesson11 Business Marketing lesson12 International Marketing lesson13 Service Marketing lesson14 Final presentation 1 lesson15 Final presentation 2 Final presentation,Research papre presentation
Text/Reference Books,etc.	Takasima, K and kuwahara, H(2008), H Gendai marketing , yuhigaku The required readings will be provided by the instructor.
PC or AV used in Class,etc.	Text, Handouts, Microsoft Teams
(More Details)	PC
Learning techniques to be incorporated	Discussions, Post-class Report
Suggestions on Preparation and Review	It is mandatory to read the chapter before attending class.
Requirements	Attending class is essential for this course. Class attendance will be checked at every class in the beginning.
Grading Method	Research paper presentation 50% Final presentation 30%
Practical Experience
Summary of Practical Experience and Class Contents based on it
Message	none
Other	none
Please fill in the class improvement questionnaire which is carried out on all classes. Instructors will reflect on your feedback and utilize the information for improving their teaching.

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