本課程培養EMBA學員：
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 cultivates EMBA students:
1. Understand the concepts and analysis architecture of marketing management.
2. The ability to develop marketing strategies to formulate and implement.
3. Learn what brand and brand rights are.
4. Learn how to plan brand strategies.
6. Understand how to manage the brand, expand brand rights 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. W. D. Perreault and others, Huang Yancong and Chen Yingru translated, marketing management (thirteenth edition), Huatai cultural agent.
4. P. Kolter and others, compiled by Xie Wenque, marketing management: Asian perspective (sixth edition), Huatai cultural agent.
| 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） Usually homework (marketing case discussion, practice observation, thesis report) |
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 |
