タイトル

開講年度 開講学部等
2025 大学院技術経営研究科
開講学期 曜日時限 授業形態 AL（アクティブ・ラーニング）ポイント
後期後半 金1～4 講義 7.5
時間割番号 科目名[英文名] 使用言語 単位数
8062100005 テクノロジー・マーケティング特論[Technology Marketing] 英語 2
担当教員（責任）[ローマ字表記] メディア授業
福代 和宏[FUKUYO Kazuhiro] ー
担当教員[ローマ字表記]
福代 和宏　[FUKUYO Kazuhiro]
特定科目区分   対象学生 秋入学者クラス 対象年次  
ディプロマ・ポリシーに関わる項目 カリキュラムマップ(授業科目とDPとの対応関係はこちらから閲覧できます)
授業の目的と概要
"New product development is more than just making products that work." (T. Curtis)

Firstly, the students in this course learn the following basic knowledge that engineers and scientists need to know: definition of marketing, finding a market opportunity by an environmental analysis, segmentation, targeting, and marketing tools such as product, price, place, and promotion policies.

Secondly, the students learn the knowledge and skills related to the process of new product development where the engineers and scientists are deeply involved in: clarifying a customer's problem, concept design as interim solution for the customer's problem, project design and detail design based on the concept design, manufacturing and tests, etc.

In order to understand the process of marketing and new product development deeply, in parallel with lectures, each student draws up a product plan based on acquired knowledge and skills, and original ideas.
授業の到達目標
Students will learn basic matters related to marketing, acquire techniques such as statistical analysis, and be able to plan specific products.
授業計画
【全体】
In the first half of this course, the students learn the general and basic knowledge related to the marketing and aquire the related skills.

In the second half, students enhance their analytical ability through the case-study discussions.
項目 内容 授業時間外学習 備考
第1回 Orientation Outlune of technology management and marketing Preparation and/or review (4 hours).
第2回 Marketing for Engineers and Scientists Definition and aim of marketing, Change in the engineers' mindset, Marketing flow Preparation and/or review (4 hours).
第3回 Knowing macro-environment External environment, Macro-environment, STEEPLE, STEEPLE analysis Preparation and/or review (4 hours).
第4回 Knowing micro-environment Micro-environment, Five forces of competition, Segmentation and Stakeholders Preparation and/or review (4 hours).
第5回 Knowing internal environment and conducting SWOT analysis Internal environment, Value chain model, Primary activities, Support activities, SWOT analysis Preparation and/or review (4 hours).
第6回 Decision making, Planning, and Implementation Decision making, vision, mission, aims/policies, objectives, Planning, Product, Price, Place, Promotion Preparation and/or review (4 hours).
第7回 New product development Factors of product planning, Defining the customer's problem, Segmentation, Brainstorming, Products and benefits, 8 dimensions of product quality Preparation and/or review (4 hours).
第8回 How to seek customers' requirement Task analysis, Five aspects of the task analysis, universal design Preparation and/or review (4 hours).
第9回 Marketing research Primary research, Secondary research, Closed questions, Open questions, Quantitative and qualitative information, Sampling methods Preparation and/or review (4 hours).
第10回 case-study discussion: Windex 1200 Discussion on the case of a Swedish aircraft company Read and summarize the case until the class starts (4 hours)
第11回 case-study discussion: Beam Cath Discussion on the case of a Swedish incubator organization Read and summarize the case until the class starts (4 hours)
第12回 case-study discussion: Eggsercizer Discussion on the case of an American start-up Read and summarize the case until the class starts (4 hours)
第13回 case-study discussion: the Rover project Discussion on the case of an ICT enterprize Read and summarize the case until the class starts (4 hours)
第14回 case-study discussion: Intuit Proseries Discussion on the case of an American software company Read and summarize the case until the class starts (4 hours)
第15回 General overview Overview of the course, Exchange of questions and answers Preparation and/or review (4 hours).
※AL（アクティブ・ラーニング）欄に関する注
・授業全体で、AL（アクティブ・ラーニング）が占める時間の割合を、それぞれの項目ごとに示しています。
・A〜Dのアルファベットは、以下の学修形態を指しています。
【A：グループワーク】、【B：ディスカッション・ディベート】、【C：フィールドワーク（実験・実習、演習を含む）】、【D：プレゼンテーション】
A: --%　B: 25%　C: 25%　D: 25%
成績評価法
Evaluation will be based on the case study discussion at the end of the semester and the materials used in that discussion.
Case study reports: 50%, submitted materials: 50%
教科書にかかわる情報
備考
Course materials are provided through the e-learning platform "eYUSDL".
参考書にかかわる情報
備考
メッセージ
キーワード
Marketing, Environment analyses, New product development
持続可能な開発目標（SDGs）

関連科目
Marketing Research
履修条件
連絡先
e-mail to: fukuyo[at]yamaguchi-u.ac.jp
オフィスアワー
Wednesday 16:00 to 19:00

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