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Syllabus format 2027
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Semester2027Winter
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CourseGeneral Theory of Marketing
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Campus LocationJF Oberlin - Shinjuku Campus
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InstructorTBD
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Instructed only by foreign languages
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Instruction LanguageEnglish
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Active Learning included
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Active Learning TypeDiscussion, DebatesGroup workPresentation
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Flipped ClassroomPracticum/FieldworkExperience
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InvestigationMock classesPBLOthers
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Course DescriptionThis course provides an foundational understanding of marketing principles, exploring how organizations identify customer needs, develop value propositions, and build relationships to achieve sustainable growth. Students will engage with core concepts such as market research, segmentation, targeting, the marketing mix (product, price, place, promotion), and ethical considerations in marketing. Through case studies, interactive discussions, presentations, and assessments, students will gain practical skills necessary for effective marketing strategy development. The course meets for a minimum of 45 hours per seven-week period. Students receive 4 Oberlin University credits for passing with a minimum grade of a D.
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Course ObjectivesBy the end of this course, students will be able to:
- Explain fundamental marketing concepts, theories, and frameworks.
- Analyze market environments and consumer behavior.
- Develop effective segmentation, targeting, and positioning strategies.
- Design marketing mixes tailored to specific market segments.
- Critically evaluate marketing tactics and campaigns.
- Apply ethical considerations and sustainability principles in marketing decisions.
- Communicate marketing strategies effectively through presentations and reports.
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Course Schedule　※Fill in according to the number of times the class is to be held.
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Date
Details
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1stWeek 1 Introduction to Marketing:
- Overview of marketing concepts
- The role of marketing in organizations
- The marketing environment
- Assessment: Participation & Weekly Quiz
Ch. 1: Marketing: Creating Customer Value and Engagement
Ch. 2: Company and Marketing Strategy: Partnering to Build Customer Relationships
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2ndWeek 2Consumer Behavior and Market Research:
- Understanding consumer needs and behavior
- Methods of market research
- Assessment: Group Presentation Preparation
Ch. 4: Managing Marketing Information to Gain Customer Insights
Ch. 5: Understanding Consumer and Business Buyer Behavior

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3rdWeek 3Market Segmentation, Targeting, and Positioning :
- Segmenting markets effectively
- Selecting target markets
- Positioning strategies
- Assessment: Participation & Weekly Quiz
Ch. 6: Customer Value–Driven Marketing Strategy: Creating Value for Target Customers

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4thWeek 4The Marketing Mix (Product & Price):
- Product development & lifecycle
- Pricing strategies and tactics
- Assessment: Midterm Exam
Ch. 7: Products, Services, and Brands: Building Customer Value
Ch. 9: Pricing: Understanding and Capturing Customer Value

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5thWeek 5The Marketing Mix (Place & Promotion):
- Distribution channels
- Promotional strategies and tools
- Assessment: Participation & Weekly Quiz
Ch. 10: Marketing Channels: Delivering Customer Value
Ch. 12: Engaging Customers and Communicating Customer Value: Advertising, PR, Sales Promotion, Personal Selling
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6thWeek 6Digital Marketing & Ethical Considerations:
- Online marketing and social media
- Ethical issues and sustainability in marketing
- Assessment: Group Presentations
Ch. 14: Direct, Online, Social Media, and Mobile Marketing
Ch. 16: Sustainable Marketing: Social Responsibility and Ethics
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7thWeek 7Developing and Presenting a Marketing Strategy:
- Integrating concepts into a coherent strategy
- Student presentations of group projects
- Course review and final preparations
- Assessment: Final Examination & Presentations
Ch. 2 (revisit): Company and Marketing Strategy
Appendix 2: Marketing Plan

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Supplementary Activities　※Fill in according to the number of times the class is to be held.
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Date
Details
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1stWeek 1
Tokyo marketing-observation activity identifying examples of customer value, engagement, and relationship building.
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2ndWeek 2
Consumer-behavior and market-research exercise examining the needs of international consumers in Japan.
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3rdWeek 3
Segmentation, targeting, and positioning activity for a product or service offered in the Tokyo market.
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4thWeek 4
Product-and-pricing analysis comparing competing Japanese brands.
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5thWeek 5
Distribution-and-promotion audit examining how a product reaches and communicates with its target customers.
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6thWeek 6
Digital-marketing ethics review focused on social media, mobile advertising, sustainability, and consumer privacy.
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7thWeek 7
Final marketing-strategy reflection integrating research, positioning, product, price, distribution, promotion, and ethical considerations.
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Feedback MethodTRUECritique and Commendary in class
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FALSEProvide feedback via email, etc.
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TRUECorrect and return tests and reports
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FALSENo feedbacks
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FALSEOthers(Details=>)
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TextbookMarketing: An Introduction, Armstrong & Kotler (14th Edition, Pearson)
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Supplementary Reading
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Grading90-100 = A 80-89 = B 79-70 = C 60-69 = D 50 and below = F
Breakdown:
•Class Participation: 25%
•Attendance: 25%
•Presentations: 20%
•Quizes & Examinations: 30%
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Contact with Instructor
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U R L
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Courses taught by faculty with practical experience
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Keywords
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Others
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