Characteristics of learning

Students will learn practical management and accounting to become future corporate leaders. In the first and second years, the range of courses available will be narrowed down to thoroughly master the basics of business administration. Through data science education and seminars, students will acquire strategic, organizational and financial perspectives, and will be trained to be capable of approaching management issues from various perspectives.

Arousing interest in marketing in the first year

In the first semester of the first year, we introduce a PBL (Project Based Learning) style of class in which students think about real-world problems while learning the necessary specialized knowledge in small groups. In this class, students focus on products and services that are actually being sold, discuss the marketing issues in small groups, and make reports and proposals, which leads to motivation for further learning. In the second semester of the first year, students learn the fundamentals of data analysis, which are essential for marketing, through practical training using spreadsheet software.

Learn the basics of "Aoyama Marketing" from your second year

Department of Marketing 's "Marketing Theory I & II" is a required course in the second year that is essential for learning "Aoyama Marketing." The number of students per class is limited, and full-time faculty members provide responsible and careful instruction. The relationship between students and faculty is close, and it is not uncommon for student proposals to develop into extracurricular activities.

Special Graduate Course Student System

The Special Graduate School Course Registration System allows students to take graduate school lecture courses from their fourth year of undergraduate studies. By using this system, students can complete the six-year course of study that normally takes four years of undergraduate studies and two years of graduate studies in as little as five years, and can obtain both a bachelor's degree and a master's degree upon graduation.

*Undergraduate students should check the "Graduate School Application Guidelines" at the bottom of the portal menu bar.

About the system

• Graduate Graduate School of Business

Department of Marketing proposes three course models: (1) "Marketing and Management," which focuses on marketing theory and broadly studies orthodox management theory; (2) "Diversity and Business," which studies business from a variety of perspectives, including global and local, social disparities, and exclusion and inclusion; and (3) "Marketing Planning Concepts," which provides practical learning of knowledge and techniques for research-based marketing planning. Using these models as a reference, we encourage students to flexibly select courses according to their own interests and future plans.
*The course model introduced here is just one example.

Marketing

Yukihiko Kubota
Professor Department of Marketing
Areas of expertise: Marketing

Marketing Research

　企業におけるマーケティング活動では、日々さまざまなマーケティング上の課題に対し意思決定がなされています。
　この時に行われるのがマーケティング・リサーチと呼ばれる活動です。
　マーケティング上の課題を発見し、課題解決のために仮説を立てて調査を行い、得られたデータを適切に分析し解釈することで、意思決定に役立てていくことになります。

　この講義で、調査とは何か、調査によってどのようなことが分かるのか、適切な調査を行うためにはどうすればよいかを学修します。
さらに実際の調査を作成・実施し、得られたデータの分析について実習を通して学修していきます。
　これにより、適切なデータの集め方、適切な分析手法を身に着け、データに基づく意思決定の力を養うことができます。

Social Marketing

Corporate marketing activities are carried out in a very complex society, and the research field known as social marketing examines the relationship between marketing and society.
For example, if a company uses a large amount of energy in the manufacturing, transportation, and sales processes of the products it sells, this will have a negative impact on society in the form of an increased environmental burden. In addition, while many companies are proactively engaged in social contribution activities, these activities can sometimes affect the company's product sales and profits.
With the current focus on Corporate Social Responsibility (CSR) and efforts toward the SDGs, companies are expected to meet not only the individual needs of consumers, but also the needs of society as a whole. This means that the very existence of companies is being questioned in terms of marketing activities as well.

Brand Management

ブランドには不思議な力があります。憧れの人と同じブランドを欲しいと思ったり、少し背伸びした自分を演出するためにラグジュアリー・ブランドの財布を持ったり、予約が取れない有名レストランの食事を美味しく感じたりしたことはないでしょうか。これらはすべてブランドが持つ力ですが、実はほんの一部にすぎません。
　この講義では、消費者と企業、双方の観点からブランドを扱っていきます。なぜ特定のブランドに消費者が魅了されるのか。その力の源泉を消費者の視点から理解するだけでなく、こうしたブランドを創造し、育成していくために、企業は何をすべきかについても学んでいきます。この講義を通して修得するブランドに関する体系的な知識は、ブランドを作る側に立った時、きっと役に立つはずです。

Haruko Tsuchihashi
Professor Department of Marketing
Specialty: Marketing theory (especially consumer behavior)