随着世界经济变化的发展和成熟的过程当中对外贸易行业面临着新的挑战。其中最为明显的是企业对国际性人才的需求猛增。根据国际人才需求调研报告显示，企业对中高层的国际管理人才的需求量最大。立教大学为了培养此类人才也开设了相关课程。グローバル経営人材育成法课程的主要目的是根据市场对国际性人才的需求，从资质和技能方面进行验证，通过循序渐进的专业讲解，培养高质量的人才。



课程的背景是以日本企业经营情况为主导。全球化的事态进展给日本型经营体系带来了不可估量的影响。迄今为止的日本式的做法已经不能再通用于全球市场。为了适应全球化市场，日本企业的制度设计，特别是组织•人事的理想状态也在不断发生变化。



课程的设计是从理论和实务两方面着手，以讨论和辩论的形式为中心。老师在讲课过程中可以随时提问，大家一起讨论。做到随时发现问题，随时解决问题。同时老师幽默风趣的授课方式带动你紧跟老师的思路，集中精力，积极思考，有利于及时消化知识点。学习理论知识的同时老师更加注重实务方面。不但课程中间会邀请公司有经验的前辈来课堂上做发表，和大家分享在实际工作中遇到的问题和解决方法。还会设定课题让三四名同学自由发表，社会人从学生的角度出发，分析自己在工作中的经验，更利于社会经验少的留学生理解。真正有效的做到经验共享。

作为留学生，可能面对的问题就是经验不足，上课的时候有些知识点会理解起来困难一些。这就需要课下多做一些功夫，多看书，多和有经验的社会人交流，把有价值的信息提炼消化理解，避免以后进入职场多走弯路。在这个过程中也能很好的锻炼自己的自学能力，想成为一名国际性人才，这也是不可或缺的资质之一。我相信通过老师幽默耐心的专业讲解，精心的课程设计，和你自身的不断努力，下一个国际性人才一定就是你。


编辑者简介：
王婧红（女•26岁）
出生地：中国黑龙江省。大学毕业后来日留学，留学年数：2年
通过外国人入试于2014年考入立教大学ビジネスデザイン专业（MBA）

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Let me introduce the curriculum called consumer behavior to you. We are taught by Professor Kasahara who are the Asia Pacific Research Institute of Marketing CEO& President. Even though it had so many hard lessons for me, I gain a good deal of enlightenment from the half a year’ studying. So let me recommend three models for you, if you have a job related to marketing, or you want to propose a business plan, I think it is useful for you.

Firstly, Elaboration Likelihood Model



The Elaboration Likelihood Model (ELM) of persuasion is a dual process theory describing how attitudes form and change. The ELM was developed by Richard E. Petty and John Cacioppo in the mid-1970s. The model aims to explain different ways of processing stimuli, why they are used, and their outcomes on attitude change.

The ELM proposes two major routes to persuasion: the central route and the peripheral route. Under the central route, persuasion will likely result from a person's careful and thoughtful consideration of the true merits of the information presented in support of an advocacy. The central route involves a high level of message elaboration in which a great amount of cognition about the arguments are generated by the individual receiving the message.

The resulting attitude change will be relatively enduring, resistant, and predictive of behavior. Under the peripheral route, persuasion results from a person's association with positive or negative cues in the stimulus or making a simple inference about the merits of the advocated position. The cues received by the individual under the peripheral route are generally unrelated to the logical quality of the stimulus. These cues will involve factors such as the credibility or attractiveness of the sources of the message, or the production quality of the message. The likelihood of elaboration will be determined by an individual's motivation and ability to evaluate the argument being presented.

If you can apply the model in a flexible way for promoting your company’s products, you will know the different methods to promote the different products to the consumers who have different involvement with the products.

The second model is how to improve brand equity.



This model is the most interesting knowledge for me. Because we focus to the emotional root such as giving the consumer more sweet imagery and feelings more than the rational root.

The third model is Technology Adoption Lifecycle.



The technology adoption lifecycle model describes the adoption or acceptance of a new product or innovation, according to the demographic and psychological characteristics of defined adopter groups. The process of adoption over time is typically illustrated as a classical normal distribution or "bell curve." The model indicates that the first group of people to use a new product is called "innovators," followed by "early adopters." Next come the early and late majority, and the last group to eventually adopt a product are called "laggards”

• innovators – had larger farms, were more educated, more prosperous and more risk-oriented
• early adopters – younger, more educated, tended to be community leaders, less prosperous
• early majority – more conservative but open to new ideas, active in community and influence to neighbours
• late majority – older, less educated, fairly conservative and less socially active
• laggards – very conservative, had small farms and capital, oldest and least educated

To overcome The Chasm, firstly, market must be segmentalized.it is necessary to target an influence market segment. In addition, increase production, mass marketing, expansion the sale channel, gradually reduce the price.

About me :

• My name is Mandy. I was born and grew up in Hangzhou,China.
• I graduated from the College of Zhengjing Yuying Vocation and Technical in 2011. At the same time, got the degree of bachelor of Japanese.
• Then I determined to go to Japan for studying Business administration in 2012. After the one year traineeship of Hosei university in 2013, I succeeded in going to the Rikkyo university to study business administration last year.

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