Why do people love certain brands and stores?
We explore consumer psychology and develop marketing strategies
Research Themes
What is the difference between a brand you want to buy from and one you don't? Is it because the name of the brand sticks in your mind, or because the commercial is appealing? Or maybe it's because a friend is using it, or it's reasonably priced. Similarly, what is the difference between a store you want to buy from and one you don't? What influences you? Music, lighting, colors, displays, and how?
The research theme of marketing is the "why" that you feel as a consumer in your daily life. We will clarify such questions using knowledge of marketing and consumer behavior. We will then consider marketing strategies to "create new markets" by making consumers think, "I like it! It's great! I want it!"
Activities
While the activities change slightly each year, they are based on two pillars: group reading to increase marketing knowledge, and problem-solving workshops in which groups consider solutions to marketing problems.
In problem-solving workshops, students participate in inter-university student research competitions and tackle problems given to them by companies. In groups, students analyze the market and target consumers, set a theme that will lead to a proposal, and through repeated discussion, derive a solution. To date, students have worked on problems given to them by a variety of companies, including airlines, fashion companies, and home appliance and consumer goods manufacturers, proposing new products, new businesses, and branding strategies aimed at young people. By considering marketing strategies for specific problems, students deepen their understanding of marketing knowledge and develop the ability to analyze the business environment and target consumers. Furthermore, group work aims to develop a sense of responsibility, cooperation, and planning skills.
Student Voices
Department of Service Innovation Sakurai Niyuna
The Ando Seminar has an excellent balance of basic and applied knowledge. Students learn the basics of marketing through group reading of textbooks and apply that knowledge to corporate issues. Group reading in particular is an opportunity to review regular lecture content and further deepen marketing knowledge. Many of the students in the seminar are easygoing, and another characteristic is that, through consultation with the professor, they can create a seminar that makes use of the characteristics of each year.
Department of Service Innovation Daichi Muto
Ando Seminar is a seminar where you can learn about marketing among highly cooperative members. In the seminar, we often do group work and make presentations in front of the whole class, and the important thing is to speak your opinion with confidence without fear of failure. I think this is possible because of the cooperative environment where we praise each other when we come up with a good idea and support each other when we fail. Being able to learn about marketing in this kind of atmosphere is a distinctive feature of Ando Seminar.