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The purpose of this lecture is to enable students to build marketing strategies based on marketing data. In this lecture, we will focus on building marketing strategies based on data analysis using statistical analysis software.
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1. Guidance: Marketing and marketing research
2. Survey method: Outline of survey method
3. Survey method: Hypothesis / specification setting
4. Survey method: Item creation / composition
5. Survey method: Sampling / survey
6. Survey method: Data organization and analysis
7. Analytical method: Introduction to data analysis
8. Analytical method: Test
9. Analysis method: Cluster analysis
10. Analysis method: Regression analysis
11. Analysis method: Factor analysis
12. Analysis method: Covariance structure analysis
13. Presentation: Segmentation strategy / Targeting strategy
14. Presentation: Positioning strategy
15. Presentation: 4P strategy
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・ Evaluate the status of preparation and review through quizzes
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・ The goal is to enable students to collect marketing data and plan marketing strategies based on the analysis results.
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・ The goal is to enable students to collect marketing data and plan marketing strategies based on the analysis results.
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・ The quiz (40) evaluates the level of understanding of basic knowledge.
・ Presentation / Discussion (30) + Report (30) evaluates practical ability of marketing data analysis
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【成績評価の基準表】
| 秀(S) | 優(A) | 良(B) | 可(C) | 不可(F) |
| 履修目標を越えたレベルを達成している | 履修目標を達成している | 履修目標と到達目標の間にあるレベルを達成している | 到達目標を達成している | 到達目標を達成できていない |
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履修目標：授業で扱う内容（授業のねらい）を示す目標
到達目標：授業において最低限学生が身につける内容を示す目標
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・ This lecture is a face-to-face lecture
・ This lecture consists of lectures, practical training, presentations, and discussions.
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