This course is a two-period, intensive course that combines lectures, exercises, and group work to experience experiments and research on basic concepts, theories, and models in marketing and consumer research. This year, we will take up the development of university education services as an issue and examine "Analysis and Strategy of Market Environment", "Consumer Purchasing Decision", "Consumption Pattern Analysis", "Price and Promotion", "Brand Building" and "New Products and Popularization". Participants will be asked to present their marketing plans at the final debriefing session (as a group) and to submit a report on each survey/experiment (as an individual).