6145 - 行銷策略與品牌管理 英授 Taught in English

Marketing Strategy and Brand Management

教育目標 Course Target

本課程在於培養EMBA學生具有下列知識技術
1. 瞭解行銷管理的觀念與分析架構
2. 發展行銷策略制定與執行的能力
3. 瞭解何謂品牌及品牌權益
4. 瞭解如何建構品牌及品牌權益
5. 瞭解如何規劃品牌策略
6. 瞭解如何管理品牌，擴大品牌權益及創造顧客價值

This course is to train EMBA students with the following knowledge and skills
1. Understand the concepts and analysis structure of marketing management
2. Develop marketing strategy development and execution capabilities
3. Understand what brands and brand rights are
4. Understand how to build brands and brand rights
5. Learn how to plan your brand strategy
6. Understand how to manage brands, expand brand rights and create customer value

參考書目 Reference Books

1. Kotler, P., & Keller, K. L. (2015). Marketing Management (15th ed.). NJ: Pearson Education.
2. Keller, K. L. (2013). Strategic Brand Management (4th ed.). NJ: Pearson Education.
3. W. D. Perreault等人著，黃延聰、陳盈如 譯，行銷管理（第十三版），華泰文化代理。
4. P. Kolter等人著，謝文雀 編譯，行銷管理：亞洲觀點（第六版），華泰文化代理。

1. Kotler, P., & Keller, K. L. (2015). Marketing Management (15th ed.). NJ: Pearson Education.
2. Keller, K. L. (2013). Strategic Brand Management (4th ed.). NJ: Pearson Education.
3. W. D. Perreault, et al., Huang Yantong, Chen Yingru, Marketing Management (Thirteenth Edition), Huatai Culture Agency.
4. Written by P. Kolter and others, Xie Wenque, Editorial, Marketing Management: Asian Views (Sixth Edition), Huatai Culture Agent.

評分方式 Grading

評分項目
Grading Method		 配分比例
Percentage		 說明
Description
平時作業（行銷個案研討、實務觀察、論文報告）
Regular work (marketing case study, practical observation, and paper report)
 60
期末品牌行銷策略企劃報告
End-term Brand Marketing Strategy Enterprise Report
 30
課堂參與及表現
Class participation and performance
 10

授課大綱 Course Plan

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課程資訊 Course Information

基本資料 Basic Information
  • 課程代碼 Course Code: 6145
  • 學分 Credit: 0-3
  • 上課時間 Course Time:
    Saturday/2,3,4[M370]
  • 授課教師 Teacher:
    黃延聰
  • 修課班級 Class:
    高階經管班1
  • 選課備註 Memo:
    6選4，週末班優先選課；限碩專班生，不開放隨班附讀
選課狀態 Enrollment Status
目前選課人數 Current Enrollment: 12 人
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