Akinori ONO, Keio Univ. (Education 04)


			The 3th hour, Wednesday Room #356, Mita campus N =6
	Consumer Behavior, which is interrelated to firms' marketing activities, is one of the biggest research fields in marketing study. It is inevitable for building better marketing models to understand and describe consumer behavior accurately. Because consumer behavior is studied by a lot of researchers with many approaches, it would be difficult for beginner scholars in graduate school to understand the consumer study. So in this course we will discuss various topics in consumer study such as "satisfaction", "involvement", "knowledge", and "fashion". Source: Graduate School of Business & Commerce, Keio Univ. ed. Rishu Annai , (J to E translated)



		The 4th & 5th hour, Thursday Room #516, Mita campus N =35
	Seminar is introduced in another site, which is produced and managed by student members of the seminar.




				The 1st hour, Mon. (spring) Room #123, Mita campus N =763
	This course introduces the advertising theory, one of the basic fields in the study of marketing.　The company may advertise, in order to inform its product or its predominance to the potential customers. Perhaps like known as advertising image, the company may try to establish predominance using advertisement rather than the product.　By exploring various functions of advertisement and consumers' cognitive reaction to the advertisement, this lecture will provide a research support for students who seeks for answers to question like "What kind of influence an advertisement have on consumers' action when purchasing", or "What advertisement is effective under certain situation". 　　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. Source: Faculty of Business & Commerce, Keio Univ. ed. Rishu Annai , (J to E translated by Keisuke Kajiyama and Yuka Nakamura)




				The 2nd hour, Mon. (autumn) Room #123, Mita campus N =？
	When a company makes a decision on what product and advertising strategies they should conduct, the company will speculate consumers' reactions.　Marketing researchers also focuses on consumer behavior, which is inter-related to company's marketing activities.　However, it is becoming harder especially for students, to understand the consumer behavior theory because many researchers ideas are interwoven with each other.　In this course, we will study various research topics, such as "satisfaction", "participation", "knowledge", and "fashion" by following the framework describing consumers' action when selecting a certain brand and actions when searching for information. 　　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. Source: Faculty of Business & Commerce, Keio Univ. ed. Rishu Annai , (J to E translated by Keisuke Kajiyama and Yuka Nakamura)




			The 4&5th hours, Wed. (spring) Room #322A, Mita campus N =30
	To carry out the optimal marketing in achieving the company’s goals, the marketers will propose the well-founded marketing strategies and observe their outcomes to provide feedback for the follow-up strategies.　(This is what it commonly known as classical “plan-do-see”)　Similarly, the marketing researchers induce their hypothesis from the theoretical models to explain marketing phenomena, and provide feedback for the advanced hypothesis with empirical evidences.　The goal of this course is to see how things work on the whole and to experience them in a practical manner. 　　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.
	Source: Faculty of Business & Commerce, Keio Univ. ed. Rishu Annai , (J to E translated by Yukiko Tanaka)


		The 4th hour, Friday (4 times in spring) Room #J23, Hiyoshi campus N =349
	1. Studies of Marketing and Distribution: Historical View 　　We discuss the history of marketing and distribution studies: from classical functional approach to distribution to managerial marketing, and to dual study system in Japan, which consists of micro and macro marketing.　We also refer to interactions of marketing studies to the other areas. 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). Source: Keio Univ. ed. Kougi Youkou : Hiyoshi Campus, (J to E translated)


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