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，進而培養具深度及獨立思考品牌相關議題的能力，及解決品牌策略與管理相關議題的能力。 To develop students' capability of solving brand strategy and management-related issues and in-depth thinking and analytical capability through understanding the framework and theory of strategic brand management, case studies, and discussion on current brand related issues and cases.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, thereby cultivating the ability to think deeply and independently about brand-related issues, and the ability to solve issues related to brand strategy and management. . To develop students' capability of solving brand strategy and management-related issues and in-depth thinking and analytical capability through understanding the framework and theory of strategic brand management, case studies, and discussion on current brand related issues and cases.
1. Strategic Brand Management 4e, 2013, Kevin Lane Keller, Pearson Education Inc.
2. Aaker on Branding, 20 Principles that Drive Success, David Aaker, Morgan James Publishing
3. 策略品牌管理（四版）, 2014年, Kevin Lane Keller原著, 徐世同編譯，華泰書局。
4. 品牌行銷與管理（二版），2014年，丁瑞華著，普林斯頓國際有限公司。
5. 品牌行銷Building The Brand-Driven Business，2004年，Scott M. Davis, Michael Dunn原著，陳琇里譯，中衛發展中心發行。
1. Strategic Brand Management 4e, 2013, Kevin Lane Keller, Pearson Education Inc.
2. Aaker on Branding, 20 Principles that Drive Success, David Aaker, Morgan James Publishing
3. Strategic Brand Management (Fourth Edition), 2014, original work by Kevin Lane Keller, compiled by Xu Shitong, Huatai Book Company.
4. Brand Marketing and Management (Second Edition), 2014, written by Ding Ruihua, Princeton International Co., Ltd.
5. Brand Marketing Building The Brand-Driven Business, 2004, original work by Scott M. Davis, Michael Dunn, translated by Chen Xuli, published by Zhongwei Development Center.
| 評分項目 Grading Method | 配分比例 Grading percentage | 說明 Description |
|---|---|---|
| 平時作業與課堂參與平時作業與課堂參與 Daily homework and class participation |
25 | Personal Assignment: 2x10 points + Class Participation 5 points |
| Mid-term ExamMid-term Exam mid-term exam |
20 | |
| Teamwork PresentationTeamwork Presentation teamwork presentation |
25 | Report Quality 15 points; Presentation Skill and Participation: 10 points |
| Final ExamFinal Exam final exam |
30 |
