E-MARKETING（ＧＰＰ）

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Lecturer(s)	YAMAMOTO, HIKARU
Credit(s)	2
Academic Year/Semester	2023 Fall
Day/Period	Thu.2
Campus	Mita
Class Format	Face-to-face classes (conducted mainly in-person)
Registration Number	15691
Faculty/Graduate School	BUSINESS AND COMMERCE
Department/Major	BUSINESS AND COMMERCE
Year Level	3, 4
Field	SPECIALIZED SUBJECTS
Course Description	A series of these courses provide junior (third yr) and senior (fourth yr) students with advanced knowledge of micro-marketing such as pricing, product development, advertising, promotion, e-commerce, consumer behavior, marketing research, marketing economics, etc.
K-Number	FBC-BC-34353-212-07

Course Administrator	Faculty/Graduate School	FBC	BUSINESS AND COMMERCE
Course Administrator	Department/Major	BC	BUSINESS AND COMMERCE
Main Course Number	Level	3	Third-year level coursework
	Major Classification	4	Major Field Course
	Minor Classification	35	Iii Major Field Elective Courses - Common
	Subject Type	3	Elective subject
Supplemental Course Information	Class Classification	2	Lecture
	Class Format	1	Face-to-face classes (conducted mainly in-person)
	Language of Instruction	2	English
Academic Discipline		07	Economics, business administration, and related fields

Course Contents/Objectives/Teaching Method/Intended Learning Outcome

This course aims to provide deep insight into marketing in the digital environment. The first part of the course is based on lectures which consist of three parts (1) outbound marketing, i.e., companies reaching out to consumers, more specifically online advertising, (2) inbound marketing, i.e., consumers reaching out to companies; and (3) social media marketing. The second part utilizes case studies that illustrate various aspects of digital marketing. The knowledge and insights are drawn from the instructor’s practical experience as an advisor for multiple companies and teaching experience in the MBA program.
　This course is designed for students in the Graduate School of Business and Commerce and undergraduate students with English proficiency sufficient to read materials, participate in class discussions, and present their ideas in English.

Course Plan

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Method of Evaluation

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Textbooks

Avery, Jill, and Ayelet Israeli. "Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing." Harvard Business School Case 519-011, August 2018. (Revised December 2020.)
https://harvard.bookpark.ne.jp/products/hbsp-519011

Avery, Jill. "Glossier: Co-Creating a Cult Brand with a Digital Community." Harvard Business School Case 519-022, January 2019. (Revised October 2019.)
https://harvard.bookpark.ne.jp/products/hbsp-519022

Yamamoto, Hikaru and Masatoshi Ono. “Pairs.” Keio Business School Case 91-18-15394
https://kbs.bookpark.ne.jp/products/kbsp-02792

Reference Books

Gupta, Sunil, and Joseph Davin. "Marketing Reading: Digital Marketing." Core Curriculum Readings Series. Boston: Harvard Business Publishing 8224, 2015.

Lecturer's Comments to Students

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