School of Business
Learn the theory,
Deepening through PBL
Learning Style
Learning in School of Business is honed through repeated study of theory and practice
To master business administration and marketing, it is effective to gain sufficient knowledge and real-life experience. School of Business offers attractive specialized subjects and numerous PBL (Project Based Learning) programs. We spoke with Professor Susumu Kubota, Dean of School of Business, and students who are experiencing the results of learning through PBL.
Interview General Manager
Dean School of Business, Dean Graduate School of Business, Professor of Department of Marketing School of Business Administration
Susumu Kubota
Graduated from College of Economics at Meiji Gakuin University. After working at Sanrio Co., Ltd., he completed his doctoral studies at Waseda University Graduate School. PhD (Commerce) (Waseda University). Professor at Aoyama Gakuin University University School of Business since 2013. Standing Trustee the Japan Marketing Association, former president of the Japan Association for Consumer Behavior Research, and Trustee the Japan Association of Advertising Studies.
■ Pitfalls at the forefront
"I want to learn cutting-edge knowledge!" - it's wonderful that young people think this way. However, just as we feel nostalgic about hit products from 10 years ago, cutting-edge knowledge quickly becomes outdated. Even if you learn the "cutting-edge of the times," there is a high chance that it will be outdated by the time you graduate and start working in society.
At School of Business, we plan our classes and curriculum with a view to what our students will do after graduation. We strive to ensure that our students acquire knowledge and skills that they can use for the rest of their lives.
■ Think logically and feel rich
First of all, I want students to acquire the ability to think logically and to have a rich sense of emotion, because these are essential skills for studying at university and for working in the future.
We humans have the "ability to feel" and the "ability to think." Of these, it is the latter that a university education can effectively develop. Since the majority of academic subjects studied at university are made up of a combination of logical thinking, working hard in classes and seminars will definitely hone your "ability to think."
On the other hand, it will be difficult to develop the ability to "feel" through university curriculum alone. I think it is important to talk to a variety of people, broaden your horizons, and be exposed to excellent artistic expression. I hope that all students will broaden their curiosity and have many experiences. By consciously developing both the "ability to think" and the "ability to feel" during your time at university, you should be able to build up the basic strength you need to succeed after graduation.
■ Acquire specialized knowledge and skills
In addition to being able to think logically and have a rich sense of perception, another thing we want students to acquire at university is "specialized knowledge and abilities." In School of Business, students can choose their specialty from a wide range of fields, such as business strategy, organizational management, finance, data science, and marketing, and hone their knowledge and abilities. Deciding on your specialty is not easy, but if you think carefully about what you really want to do, you will surely find it. We want students to find their "path to living life in their own way" and deepen their knowledge in their respective fields of expertise.
In order to acquire specialized knowledge and skills, it is important to pay attention to the "order of learning." For beginners to acquire knowledge and skills, it is effective to repeat the cycle of "acquire knowledge" → "practice" → "acquire knowledge" → "practice." First, acquire new knowledge through lectures and specialized books and literature, and then try to use the acquired knowledge in a practical way. The key is not to put it into practice straight away. Even in sports, you can't win if you suddenly enter a match without knowing the rules. First, acquire a solid foundation through lectures, and then put it into practice in seminars, workshops, etc. Being aware of this order is the shortcut to leveling up.
By repeating the process of "acquiring knowledge" and then "practicing," you can effectively acquire knowledge and skills.
■ Optimally Combined PBL Programs
School of Business offers student-participation PBL-style classes from the first year. These classes involve students working in a project format on various issues and problems they face in real-life business activities. The main purpose of this is to allow students to experience practical issues immediately after enrollment, so that they can experience the fun of studying business administration and marketing, and to motivate them to continue with more specialized learning.
It may seem that tackling practical tasks right after enrolling contradicts the learning order mentioned above. However, these PBL programs for first-year students are designed to deepen students' interest and awareness of problems by giving them a "simulated experience" of business management and marketing. Although students will not gain specialized knowledge, getting a feel for the atmosphere of business management and marketing will make it easier for them to proceed with their subsequent specialized learning. The curriculum at Aoyama Gakuin University School of Business is structured as follows: "Interest and awareness of problems" → "Acquisition of knowledge" → "Practice" → "Acquisition of knowledge" → "Practice."
From the first year, we offer student-participation PBL-style classes (photo shows the practical class "Marketing Basics A")
From the second year onwards, there are a number of attractive specialist subjects available. In addition, to put the knowledge learned in specialist subjects to good use, PBL-style classes such as "Basic Seminar", "Seminar" and "Marketing Workshop" are available. In these "Seminar", students will work on academic research and work with companies to solve practical problems. "Marketing Workshop" is a joint program with companies. By working on various problems with people from companies, students will hone the specialist knowledge learned in lectures.
At Aoyama Gakuin University School of Business, we combine "experiential PBL" for first-year students and "specialized PBL" for second-year students and above in an optimal way. The exquisite blend of the two types of PBL is a unique attraction of Aoyama Gakuin University School of Business.
■ Acquire real knowledge
At the beginning, I said that "cutting-edge knowledge quickly becomes outdated." So what should we do? The answer is to learn orthodox theories and frameworks of business administration and marketing. Genuine theories and frameworks do not lose their luster even as times change. At Aoyama Gakuin University 's School of Business, you can acquire knowledge and skills that you can use for the rest of your life.
"Marketing Workshop" PBL class for second-year students and above
■ Two opportunities for practical challenges
School of Business also provides opportunities for practical challenges in extracurricular activities. The first is a "business workshop" where entrepreneurs from School of Business give direct lectures on the concept and points of entrepreneurship. This program was realized after an entrepreneur who is an School of Business alumnus proposed that he would like to help his juniors. This is a valuable program in which you can hear directly from seniors who have succeeded in starting a business, and you can experience real management firsthand.
The other is the School of Business Student Leaders (SBSL) (School of Business Student Leaders), a volunteer organization made up of School of Business student volunteers. SBSL is deeply involved in the management of the Friendship Meeting, an orientation event for new first-year students, and the Open Campus, which is held every summer. In addition, we plan and manage advertising creative events called "AMCA" (Aoyama Marketing and Creative Award) and projects that lead to social contribution in collaboration with companies, public organizations, and local governments.
SBSL is a School of Business-accredited organization designed to develop outstanding leaders, and operates on the idea of a "servant leader" that true leaders should be those who serve. SBSL alumni are active as young leaders in a wide range of fields.
Aoyama Gakuin University 's School of Business is a great place to offer learning opportunities for motivated students. In addition to the high-quality teaching by excellent teachers, there are also wonderful activities featured in this special feature. We welcome students who have such goals and dreams, such as "I want to become a manager," "I want to work for a global company," or "I want to develop a new product that captures the hearts of consumers."
A "Business Workshop" where students can hear directly from entrepreneurs who are alumni of the School of Business Administration and experience the realities of business management
PBL in School of Business
AMCA
(Aoyama Marketing and Creative Award)
AMCA is a marketing planning competition that focuses on advertising creativity. This program, planned and run by SBSL, is open to all undergraduate and graduate students at Aoyama Gakuin University, not just School of Business. Participating students consider communication programs for themes presented by cooperating companies and compete with each other on the content of their proposals. At AMCA, advertising creator Yoshishige Takei, an alumnus of the university, provides creative guidance and cooperation in judging.
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What I learned from managing a university-wide event
3rd year, School of Business Department of Business Administration
2022 AMCA Project Manager (currently SBSL Vice President)
Haruka Yokoo
Organizing a major event like AMCA was much more difficult than we had imagined. The most difficult part was finding companies to cooperate with us. The university students made a list of companies that could help solve the problem and approached them, but we were unable to decide until the last minute, and we almost gave up. In the end, we decided on the Cerulean Tower Tokyu Hotel, which is located in Sibuya, the same place as the campus. After discussing with the hotel staff, we were given the task of "first coming up with a promotional plan that will make young people think, 'When you think of a luxury hotel, this is it!' so that they will use the Cerulean Tower Tokyu Hotel many times in the future." We are truly grateful to the hotel staff for their generous support, such as holding a hotel tour where all participants could see and experience the luxury hotel for themselves.
This time, we tried new things, such as using storyboards in the presentations and having an "Audience Award" selected by the audience. After the final presentation, I felt a great sense of accomplishment when I received words of praise and encouragement from the companies, the alumni association, and the professors in School of Business who had helped me. Through the days of working hard to hold AMCA, I gradually began to see the kind of leader I should aim to be. This year, as the vice president of SBSL, I would like to work towards better organizational management.
Business Workshop
The 2022 Business Workshop was held six times from October to the end of December with the full cooperation of Cyber Buzz Inc. (Sibuya-ku), a social media marketing company. The company's CEO and School of Business alumnus, Akinori Takamura, and other executives spoke to students about real-life corporate management and held discussions with them.
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Akinori Takamura, CEO of Cyber Buzz Inc. and a graduate of School of Business speaks to students.VIEW
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To make management and entrepreneurship more realistic
School of Business Department of Business Administration 2nd year
Mari Miyagawa
How is the knowledge learned in School of Business used in companies? And what do managers think about when making decisions? By listening to President Takamura and the management team at the "Business Workshop," I was able to learn two important points about management that I had not noticed before.
First of all, "it is the manager who should have a broad perspective and deep knowledge." Until now, I had thought of the theories and knowledge of accounting, labor, and legal affairs that I learned in my department as being separate from the actual state of business management. However, in reality, these theories and knowledge are essential for business management, and I realized that if I wanted to start a business, I should have acquired this basic knowledge at university. President Takamura also taught me that when it comes to managing an organization, managers are expected to always have a broad perspective and actively accumulate knowledge.
Another thing I learned is that "people are important in management." I had vaguely thought, "It would be fun to co-manage with like-minded friends," but that was a big mistake. If I were to start a business in the future, I would like to aim to run it with people who have the same necessary skills and direction as me, rather than with a group of friends, and to be able to fully utilize their abilities.
By participating in the workshop, I was able to understand the process of what I should do proactively when developing a business, which was a big step forward for me. Thanks to this, I was able to feel more familiar with management and entrepreneurship and think about it more realistically.
Seminar example:
Collaboration with BEAMS
The seminar of Professor Yasuhiro Haga, Professor Susumu Kubota, and Professor Rei Touma from Department of Marketing of School of Business, collaborated with the fashion brand BEAMS (Beams Holdings Co., Ltd.) For the company's newly launched label "BeAMS DOT" targeting Gen Z, the students formulated everything from brand concept setting to marketing and communication strategies, and gave a presentation to label managers and executives at BEAMS.
AGU LiFE ｜ Haga SeminarAble to propose marketing strategies
Acquire logical thinking skills in two years
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Visiting BEAMS headquarters and receiving an explanation of the issues from a person in charge
AGU LiFE ｜ Haga SeminarAble to propose marketing strategies
Acquire logical thinking skills in two years
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I realized the importance of teamwork and critical thinking.
3rd year, School of Business Department of Business Administration
Tanaka Kouki
Working on the marketing measures for "BeAMS DOT" was my first experience as a university student working on a single issue for a long period of time. I mobilized all the knowledge of marketing and consumer behavior I had learned in classes and seminars, and started the project by analyzing the current situation of the BEAMS brand and competitors, and conducting market research on Gen Z, which includes myself.
Because the previous BEAMS brand was perceived as being a little difficult for Gen Z to get into, we established the brand concept of "Friendly BEAMS" and focused on an approach that would gain the "sympathy" of our target audience. We proposed measures that followed a series of steps, from "awareness" to "interest" to "comparison and consideration" to "purchase," aimed at people who "want to upgrade their fashion sense but are a little unsure." The catchphrase to be used in advertisements was decided to be "Do you know how to start dressing up?" We also included measures to stimulate purchasing motivation, such as collaboration projects with Gen Z celebrities and coupons. During this process, we had many discussions with the BEAMS team, and we received a response that the company was more proactive than expected in incorporating the perspectives and ideas of students into their business.
Through the project, I was able to share tasks with my teammates and help each other, which helped me improve my teamwork and my ability to think. I hope to use this experience to be able to take on new challenges and persevere in solving problems even after I enter the workforce.
SBSL
(School of School of Business Student Leaders)
SBSL is a volunteer group made up of students from School of Business, and is actively involved in social contribution activities both on and off campus. Their main activities include planning and running the "Friendship Meeting" event to welcome new students to School of Business, and running School of Business booth at open campus events. With the support of the School of Business association, they work daily to further revitalize School of Business as a whole.
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[Aoyama Gakuin University x ZOZO] College sweatshirts now on sale
SBSL has collaborated with the fashion online shopping site "ZOZOTOWN" (ZOZO, Inc.) and the American sweatshirt brand "Russell Athletic" to produce college sweatshirts. Pre-orders began on October 21, 2022. Students were involved in everything from design to promotion, resulting in an attractive sweatshirt that tickles school spirit.
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■ SBSL Student Interview (ZOZO Project Sub-Leader)
A spiral of theory and practice that cultivates true abilities that can be utilized in society
3rd year, School of Business Department of Business Administration
Hisashi Kubota
Kubota is one of the students working on SBSL activities. He served as a sub-leader in a joint project with ZOZO Inc., and worked on developing and selling college sweatshirts. His proactive efforts, such as disseminating information via social media and holding an exhibition on campus, bore fruit, and he achieved the highest sales volume among the four universities that participated in the project (Aoyama Gakuin University, Aogaku University, Hosei University, and Rikkyo University). At the root of this was the knowledge he gained from his classes in business administration and marketing theory, as well as setting specific numerical targets and running the PDCA (Plan, Do, Measure, Act) cycle.
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Decorated with 2,000 flowers -
This year, SBSL (School of Business Student Leaders) and preschoolers
Aoyama Gakuin Kindergarten Graduation Ceremony Decorated with Beautiful Flowers from Tahara City, Aichi Prefecture
SBSL also works with local governments to contribute to society. As part of its local revitalization project activities, the group is working with Tahara City, Aichi Prefecture, which is the number one city and town in Japan in terms of flower production. In 2022, the fifth year since the project was launched, the group used flowers provided by JA Aichi Minami (Aichi Minami Agricultural Cooperative) to literally add color to the graduation ceremony of Aoyama Gakuin Kindergarten. With a view to increasing awareness of Tahara City and its business, the members all agree that they would like to continue working to make Tahara's flowers known to more people in the coming years.
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■ SBSL Student Interview (Local Revitalization Project Manager)
Repeated input and output of knowledge allows students to experience the results of their learning
2nd year, Department of Marketing School of Business
Nanako Sakai
Sakai had hoped to study science, but in his second year of high school, he took a trial class on "Industrial Engineering" at an open campus event at a university, and became fascinated with the fascinating world of business management. In his third year of high school, he switched to humanities and aimed to enter School of Business at Aoyama Gakuin University, which is located in the city center and has an easy-to-study environment. He is currently linking classes that input knowledge with classes that output knowledge, solidifying his learning from both theoretical and practical perspectives and cultivating marketing thinking skills.
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SBSL (School of Business Student Leaders)
Planning to sell Serbian cuisine at school cafeteria with the Embassy of the Republic of Serbia
SBSL has a "Serbia Project" that it is working on together with the Embassy of the Republic of Serbia. This project was launched after a visit to the Embassy of the Republic of Serbia in April 2021 through Ippei Narahara, Managing Director of Matsubara Foods Co., Ltd., a graduate of our university and the first representative of SBSL. Matsubara Foods is working on commercializing local dishes from around the world, and the Serbian dish "Mučkarica (pork stewed in paprika)" is one of the retort foods they have developed. SBSL also wanted to convey the charm of the Republic of Serbia, so they decided to sell Mučkarica in the school cafeteria.
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SBSL (School of Business Student Leaders)
Jointly developed "Kakegori" (ice cream cone) with Matsubara Foods Co., Ltd.
Some products have been jointly developed with Matsubara Foods Co., Ltd. "Kakegori (shaved ice) with sesame flavor" and "Kakegori (shaved ice) with green shiso flavor" are two examples. Holland Foods Co., Ltd., which is aiming to spread individual serving shaved ice, Kyushu's soul food, nationwide, and JA Zennoh Meat Foods Co., Ltd., which is aiming to create a new "gimmick" for the summer, had a common goal. Matsubara Foods' Narahara Ippei acted as the middleman, and this collaboration was realized. Individual serving shaved ice is shaved ice in a bag with a content of 135ml. It is loved by children and adults alike in the Kyushu region for its convenience of being able to eat it straight from the bag.
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SBSL (School of Business Student Leaders)
Developed in collaboration with Fairtrade Cotton Initiative (FCI)
SBSL is conducting awareness-raising activities regarding fair trade. The purpose of these activities is to raise awareness of fair trade as well as to provide an opportunity for people to purchase fair trade products. In collaboration with Fair Trade Cotton Initiative Co., Ltd., they have jointly developed "Fair Trade & Organic Handkerchiefs - Bringing smiles to both makers and users." The handkerchiefs are made from 100% cotton that has been "International Fair Trade Certified," making them both high-quality and environmentally friendly.
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Current Student Interview (AGU LiFE)
Despite experiencing a hiatus in his job search,
Reexamining ourselves to become a company where growth is expected
Faculty of Business Administration, Department of Business Administration, 4th year
Sumiko Fukunishi
Fukunishi decided to enroll in School of Business because he was attracted to the idea of learning about actual corporate cases. He is deepening his learning through classes that study human resources from a sports perspective and seminars that research "sensory marketing."
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I was searching for my future and decided to study Department of Business Administration
My goal is to become a certified public accountant
Faculty of Business Administration, Department of Business Administration, 4th year
Ayaka Hasunuma
"I wanted to get some hints for designing my future," said Hasunuma, who enrolled in our university, and through his studies in Department of Business Administration, he discovered his goal of becoming a certified public accountant. He is currently taking classes in accounting, such as financial accounting and management accounting, and is continuing to study.
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He passed the exam while also being a member of the university's soccer club.
Certified Public Accountant Examination
Faculty of Business Administration, Department of Business Administration, 4th year
Masataka Miyazaki
During his high school days, Miyazaki had a strong interest in business administration and was also eager to join the university's soccer club. After enrolling at our university, he began studying for the Certified Public Accountant exam and passed with flying colors in his third year. He is the vice-captain of the soccer club and plays an important role on the team.
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Acquire marketing theory and practical knowledge
School of Business Department of Marketing
Haruka Shirota / Kazuki Hayami
Regarding the PBL classes, Shirota reflected, "Students worked in groups to solve problems presented by cooperating companies, and by hearing from people working at those companies, they were able to develop a new perspective on how to actually develop a project."
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Ability to approach management issues from various perspectives
Developing future business leaders
School of Business Department of Business Administration
Ryoga Sato / Ayaka Tanaka
In Department of Business Administration, students acquire specialized knowledge, mainly in business administration, and aim to become future corporate leaders and business management professionals. As Sato learned the basics and gained experience in practice, he began to think, "I want to approach management from a more multifaceted perspective."
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Don't limit yourself
A constant spirit of challenge earned the gold medal
Faculty of Business Administration, Department of Marketing, 3rd year
Misaki Idei × Yuzuki Miyauchi
Idei and Miyauchi, both members of the Haga seminar, presented a solution to the problem of food waste at the 1st Student Advertising Creative Awards, an advertising planning contest for students run by the Japan Association of Advertising Studies, and won the gold prize.
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Class interview (AGU LiFE)
Diversifying media
Professor, Department of Marketing School of Business
Susumu Kubota
School of Business Department of Marketing
Nanako Arai / Issei Yamaguchi
Professor Kubota's class, "Diversifying Media," aims to give students a broad perspective on society through the current state of the media. In this class, students develop a "critical perspective" on all things.
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Alumni and Graduate Interviews (AGU LiFE)
The spirit of servant leadership is rooted in
"Gratitude to society"
Paloma Co., Ltd.
Chairman and CEO
Graduated School of Business Department of Business Administration
Hiroaki Kobayashi
Paloma Corporation develops, manufactures, and sells a wide range of gas appliances, including gas water heaters and gas stoves. Kobayashi, who was born into the founding family of the company, is currently active globally as its Chairman, President, and Representative Director.
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With the sports management I developed during my university days,
Realizing a D&I society through parasports
Nippon Foundation Paralympic Support Center
Graduated School of Business
Noriko Kageyama
Kageyama, who studied sports management at our university, has put it into practice as a staff member of the All Japan and Kanto University Soccer Federations. He is currently active in promoting the spread of parasports and the realization of a D&I society through them.
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I pursued it with all my might as a student.
Marketing and individuality
Kose Corporation
Consumer Brands Division
Graduated School of Business
Shiori Katayama
Katayama has been interested in marketing since she was in junior high school. She studied marketing theory and applied it at our university. She is currently in charge of promotion planning at a cosmetics manufacturer.
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Cherishing connections with people
Make rational decisions from the other person's point of view
IBM Japan Ltd.
Associate Partner, Talent & Transformation, Global Business Services Division
Graduated School of Business
Yuki Kubota
When Kubota was a student, he was also interested in psychology. He recalls that he was excited when he learned that there was a field called business psychology and that he could study it at our university. He is currently active as a leader who helps solve human resources issues.
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