The lecture will proceed along the following contents:
　　1. Interactions between firms and consumers
　　　　-- as a foundation of the marketing study
　　2. Brand positioning and the response of consumers
　　3. Brand positioning and the response of competitive firms
　　4. Various function of advertisement
　　　　 in the product differentiation market
　　5. Interactions among consumers
　　　　 -- the social meanings of brands
　　6. New functions of advertisement

　　Record evaluation will be done almost by the examination when the autumn term ends.　The understanding of lectured existent models (or, original opinions which is substitued for those models) will results in the A.　Attendance points will also be taken into account.

　　Any textbooks will not be specified.　When there are students asking for recommendation of reference books, the student will be personally introduced some reference books which fit for the direction of his /her concern and the degree of his/her understanding.

　　Although this class is an advanced class for undergraduate students whose major is marketing or consumer study, special prior knowledge will not be needed.

　　The course is basically consisted of lectures given by the professor.　However it will take PC practices for the actual analytical techniques.　If possible, I am planning for the oral report on the work completed.

　　For the grades, it is based on the attendance.　There is no final exam, but the grades will also be considered on submission of the research reports or the essay reports.

　　Requirements include the basic knowledge of PC techniques and the basic marketing theory.　It is preferable to identify your own theme for the investigation in advance of this course.

　　Diffusion process of new products is thought as one of topics for marketing today.　Existent researches which relate to this topic are devided into macro studies, which focus on patterns of the diachronic change of the amount of demands for products, and micro studies, which focus on characteristics of consumers who are interrelated to each other in their society.　By reading these various types of articles, this class will provide the foundation to think about "diffusion (fashion) of new products" synthetically.

　　Class will have a cycle that articles are, in turn, copied, read, and discussed.　Record evaluation will be done by class attendance points and term-end tests.

　　Special prior knowledge will not be needed.　Students whose majors are marketing or consumer studies, as well as students who have interest in the product defusion (fashion), can attend the class.