1499 - 品牌管理 英授 Taught in English

Brand Management

教育目標 Course Target

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, we combine case research and discussion to help students understand the essence of brand management and strategic thinking logic.

課程概述 Course Description

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 learning and discussion, you can understand the purpose, theoretical structure, and main management mechanisms of brand management, and know how to view brands (role, importance, and goals) in your future career.

參考書目 Reference Books

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 Edited by Xu Shitong, Huatai Culture
2. Brand Marketing and Management, 2nd Edition, by Peng Jianzhang, 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, Chen Jingli Lu, 2004, China Development Center issued

評分方式 Grading

評分項目
Grading Method		 配分比例
Percentage		 說明
Description
出席率
Attendance rate
 5
個人作業（2次）
Personal Operation (2 times)
 20
期中考
Midterm exam
 20
期末考
Final exam
 25
團體報告（2次）
Group Report (2 times)
 30 團體分數20與個人分數10

授課大綱 Course Plan

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相似課程 Related Courses

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課程資訊 Course Information

基本資料 Basic Information
  • 課程代碼 Course Code: 1499
  • 學分 Credit: 3-0
  • 上課時間 Course Time:
    Friday/5,6,7[M132]
  • 授課教師 Teacher:
    連風彥
  • 修課班級 Class:
    國貿系3-4
  • 選課備註 Memo:
    先修科目：企業管理及行銷管理
選課狀態 Enrollment Status
目前選課人數 Current Enrollment: 28 人
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