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 aims to train EMBA students to have the following knowledge and skills
1. Understand the concepts and analysis framework of marketing management
2. Develop the ability to formulate and implement marketing strategies
3. Understand what brand and brand equity are
4. Understand how to build a brand and brand equity
5. Understand how to plan a brand strategy
6. Understand how to manage brands, expand brand equity and create customer value
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. Marketing Management (Thirteenth Edition) by W. D. Perreault et al., translated by Huang Yancong and Chen Yingru, Huatai Culture Agency.
4. Written by P. Kolter et al., compiled by Xie Wenque, Marketing Management: Asian Perspectives (Sixth Edition), Huatai Culture Agency.
| 評分項目 Grading Method | 配分比例 Grading percentage | 說明 Description |
|---|---|---|
| 平時作業（行銷個案研討、實務觀察、論文報告）平時作業（行銷個案研討、實務觀察、論文報告） Daily homework (marketing case studies, practical observations, thesis reports) |
60 | |
| 期末品牌行銷策略企劃報告期末品牌行銷策略企劃報告 Final brand marketing strategy planning report |
30 | |
| 課堂參與及表現課堂參與及表現 Class participation and performance |
10 |
