5930 - 品牌策略管理 英授 Taught in English
Strategic Brand Management
教育目標 Course Target
Overall objective: To develop students' capability of solving brand strategy and management-related issues, and their 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. Brand Management
2. Customer-Based Brand Equity
3. Brand Value System and Positioning
4. Brand Resonance and Establishing Brand Value Chain
5. Selecting brand elements
6. Designing brand marketing program
7. Developing Integrated Marketing Communication Campaign
8. Leveraging secondary brand associations
9. Developing brand equity measurement system
11. Designing Brand Architecture Strategy
12. New Product Development and Brand Extension
13. Managing Brand Overtime
14. Managing Brand Over Geographic Bundaries
Overall objective: To develop students' capability of solving brand strategy and management-related issues, and their 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. Brand Management
2. Customer-Based Brand Equity
3. Brand Value System and Positioning
4. Brand Resonance and Establishing Brand Value Chain
5. Selecting brand elements
6. Designing brand marketing program
7. Developing Integrated Marketing Communication Campaign
8. Leveraging secondary brand associations
9. Developing brand equity measurement system
11. Designing Brand Architecture Strategy
12. New Product Development and Brand Extension
13. Managing Brand Overtime
14. Managing Brand Over Geographic Bundaries
參考書目 Reference Books
1. Strategic Brand Management 4e, 2013, Kevin Lane Keller, Pearson Education Inc.
2. Aaker on Branding, 20 Principles that Drive Success, 2014, David Aaker, Morgan James Publishing
3. Brand Asset Management，2002，Scott M. Davis, Jossey-Bass, A Wiley Imprint
1. Strategic Brand Management 4e, 2013, Kevin Lane Keller, Pearson Education Inc.
2. Aaker on Branding, 20 Principles that Drive Success, 2014, David Aaker, Morgan James Publishing
3. Brand Asset Management, 2002, Scott M. Davis, Jossey-Bass, A Wiley Imprint
評分方式 Grading
| 評分項目 Grading Method |
配分比例 Percentage |
說明 Description |
|---|---|---|
|
Personal Assignment and class particpation Personal Assignment and class participation |
25 | Personal Assignment: 2x10 points + Class Participation 5 points |
|
Mid-term Exam Mid-term Exam |
25 | |
|
Teamwork Presentation Teamwork Presentation |
25 | Report Quality 15 points; Presentation Skill and Participation: 10 points |
|
Final Exam Final Exam |
25 |
授課大綱 Course Plan
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相似課程 Related Courses
無相似課程 No related courses found
課程資訊 Course Information
基本資料 Basic Information
- 課程代碼 Course Code: 5930
- 學分 Credit: 0-3
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上課時間 Course Time:Thursday/6,7,8[M612]
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授課教師 Teacher:連風彥
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修課班級 Class:國貿碩1,2
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選課備註 Memo:英語授課。限本系10人選課，外系同學請至系辦公室人工加選。
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