The lecture will proceed along the following contents:
1. Interactions between firms and consumers -basics of the marketing theory-
2. Brand positioning and responses of consumers
3. Brand positioning and responses of competitive firms
4. Various functions of advertisement in the product differentiation market
5. Interactions between consumers -the social meaning of brands-
6. New functions of advertisement

　　A scholastic evaluation will be based on the term exam in autumn.　“A” will be granted to those with the understanding of the existing models introduced in the lectures (or to those with an original view of substituting models).　Attendance will most likely be taken into account.

　　Textbooks will not be specified.　When there are students asking for recommendation of reference books, the student will be personally introduced to books which fulfills the needs of his /her concern and the degree of his/her understanding.

　　Although this lecture is a subject for students studying the marketing theory and consumer behavior theory as their major, prior knowledge is not expected.

　　The lecture will proceed along the following contents.
1. Brand selection model -Why the brand become popular?-
2. Research on customer satisfaction -Should company pursues CS truly?-
3. Addition of Information search action -What information does consumer need?-
4. Research on consumer participation -Can company make profit without information?-
5. Research on consumer knowledge -Multiplicity of knowledge-
6. Mechanism on fashion -Role of communication between consumers-

　　A scholastic evaluation will be based on the term exam in autumn. “A” will be granted to those with the understanding of the existing models introduced in the lectures (or to those with an original view of substituting models). Attendance will most likely be taken into account.

　　Textbooks will not be specified. When there are students asking for recommendation of reference books, the student will be personally introduced to books which fulfills the needs of his /her concern and the degree of his/her understanding.

　　Although prior knowledge is not expected, it is recommended that you have already taken the subject of "Advanced Study of Micro Marketing (Advertising)", or "Advanced Study of Macro Marketing (Product Differentiation and Advertising)."

　　The course is basically consisted of lectures given by the professor. But 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.

2. An Overview of Macro Marketing
　　We point out various issues of distribution system, wholesale and retail distribution, and effects of firms' marketing activities to the society and economy.

3. An Overview of Micro Marketing
　　We point out various issues of marketing concepts and decision making of firms and the environmental factors which they should take into account.

4. Various Approaches to Marketing: For Further Research
　　We introduce you, beginners, some major approaches to marketing study for further research with classes of "fundamental study of Marketing and Distribution" (the 2nd grade) and "Advanced Studies of Marketing" (the 3rd and 4th grades on Mita Campus).

Marketing, which is one of the core research fields in the Department of Business and Commerce, is the discipline for studying (1) marketing activities of firms (e.g. 4p strategies--product, price, promotion (advertising), place (distribution), (2) consumer behavior which is interdependent in marketing, (3) social phenomena caused by marketing activities and consumer behavior.

Brand or branding is one of the latest topics in marketing studies. It is related to such questions as “why do products with some qualities and different brand names have different sales?” or “why do consumers prefer some brands to others?” If you study brand or branding, you should take into account various issues on marketing and consumer behavior.

In this open campus a marketing professor as well as students in his seminar would provide an experience of brand studies for high school students to understand marketing studies and practices.