Faculty of Business Administration, Department of Marketing

Educational Goals

In the Department of Marketing, we express our educational goals as “3S,” which stands for marketing “sense,” “science,” and “strategy.” In marketing “sense,” continually thinking about problems from customer’s viewpoint is fundamental. Sensitivity to information is also important to understand what markets and customers desire. Regarding marketing “science,” the ability to objectively analyze and understand actual phenomena is important, and this is why we train students in multivariate analysis. Concerning marketing “strategy,” after students acquire and apply marketing theories, we teach them how to propose and execute great marketing strategies to use both marketing “sense” and “science.”



In general, the ability to deeply understand customers is vital in marketing. In this regard, marketing refers to overall activities that include fulfilling customers’ needs, overcoming dissatisfaction, developing products and services that solve problems, efficiently communicating the characteristics of products and services to target customers, and encouraging them to make purchases.

In the Department of Marketing, we emphasize development of the ability to analyze marketing data in this era of big data. We also nurture the students as they learn how to analyze data, increase their sensitivity to data, hone their marketing sense, think strategically and generate ideas, and execute strategies based on these ideas.

As part of our curriculum, we have created three guidance courses to enable the students to learn both organizationally and systematically. In addition, we have structured specialized basic courses and core classes beginning in the first semester, after which students acquire high-level information through seminars from the third semester onwards. Our curriculum allows all of the students to achieve their goals.


① Prior to the beginning of school, new students attend an overnight “Freshmen Camp” in which they receive advice and counseling on student life from third-year students in the same field of study as well as visit an outlet mall (among other activities) with third-year student leaders and some faculty members. From the time they board the bus, new students are organized into groups of four people, after which they observe, stay overnight in a hotel, and eat as a group. In this way, all freshmen in the Department of Marketing are able to make each other’s acquaintance, even prior to the start of the school year.

② The spring semester of a student’s first year (i.e., first semester) is spent taking the required “Basic Training Lectures” after which they take the required “Beginning Marketing Data Analysis” course during the fall semester (i.e., second semester). Students learn the fundamentals of marketing during the first semester and adjust to the curriculum that includes university lectures, reports, and tests. During the second semester, they learn the fundamentals of data analysis in computer rooms after which all students in the Department of Marketing completing this semester are deemed ready for multiple regression analysis.

③ After completing the core marketing courses, the students are offered and upon taking them, the students are able to master more specialized subjects. This method of learning enables the students to learn and understand the details of marketing.

④ Beginning in the third semester, the students attend basic exercise courses, generally called “seminars.” The Department of Marketing puts significant effort into these seminars. By having the students study in groups, they tackle with the issues they found and determine the best ways to solve them. This type of learning develops the following skills, which enable the students to function in society: 1) the ability to work on a project despite the possibility of failure; 2) the ability to think through problems; and 3) the ability to cooperate with others to achieve goals. Through these seminars, the students complete a thesis each year, culminating in a graduation thesis during their fourth year. 

The enrollment capacity of the Department of Marketing is the smallest among the Faculty of Business Administration departments. Maintaining this capacity allows us to provide numerous activities ranging from our “Freshmen Camp” to our “Graduation Thesis Presentations.”

Department of Marketing Guidance Course

The Department of Marketing provides three courses: 1) Marketing Strategy; 2) Marketing Science; and 3) Distribution and Service Marketing. As the students confirm which subjects each course comprises, they will be better able to select the appropriate courses of study.

Marketing Strategy Course

As students learn to think from the customer’s perspective, they learn about different types of marketing strategies and contemporary topics, such as global marketing and Internet marketing (based on specific case studies), in addition to studying the basics of branding strategies, advertising, and channel strategies.

Marketing Science Course

Having a deep understanding of target consumers is critical to marketing. Thus, students in this course will survey different types of consumers, examine their consumption and purchasing behaviors, and analyze big data. In addition, students learn about consumer behaviors, marketing research, marketing science, and marketing data analysis.

Distribution Service Marketing Course

In this course, students learn about distribution industries, which consists of wholesalers and retailers as well as hospitals, hotels, and restaurants. This entails the study of logistics, retail management, chain store management, service marketing, and service management.