藉由教科書的架構及理論，結合個案研習及討論，協助同學瞭解品牌管理之精要及策略思考邏輯。Through the structure and theory of the textbook, combined with case study and discussion, it helps students understand the essence of brand management and the logic of strategic thinking.
透過課程的學習與討論了解品牌管理的目的，理論架構，與主要管理機制，在未來職業生涯中知道如何看待品牌（角色，重要性，及要領）。
Through course study and discussion, you will understand the purpose, theoretical framework, and main management mechanisms of brand management, and know how to view brands (roles, importance, and essentials) in your future career.
1.Strategic Brand Management – Building, Measuring, and Managing Brand Equity, By Kevin Lane Keller, Fourth Edition，2013，中文版 徐世同編譯，華泰文化
2. 品牌行銷與管理，2版，彭建章 呂旺坤著，2011，華泰文化
3. 品牌管理 策略性思考與實踐 丁瑞華著，2011，普林斯頓
4. Building The Brand-Driven Business, By Scott M. Davis, Michael Dunn, 陳綉里譯，2004，中衛發展中心發行
1.Strategic Brand Management – Building, Measuring, and Managing Brand Equity, By Kevin Lane Keller, Fourth Edition, 2013, Chinese version compiled by Xu Shitong, Huatai Culture
2. Brand Marketing and Management, 2nd edition, written by Peng Jianzhang and Lu Wangkun, 2011, Huatai Culture
3. Brand Management Strategic Thinking and Practice by Ding Ruihua, 2011, Princeton
4. Building The Brand-Driven Business, By Scott M. Davis, Michael Dunn, translated by Chen Xiuli, 2004, published by Zhongwei Development Center
| 評分項目 Grading Method | 配分比例 Grading percentage | 說明 Description |
|---|---|---|
| 出席率出席率 Attendance |
5 | |
| 個人作業（2次）個人作業（2次） Individual homework (2 times) |
20 | |
| 期中考期中考 midterm exam |
20 | |
| 期末考期末考 final exam |
25 | |
| 團體報告（2次）團體報告（2次） Group report (2 times) |
30 | 團體分數20與個人分數10 |
