隨著台灣產業結構從製造代工、科技研發，走向品牌行銷與創新設計，促使台灣廠商更必須面臨改變，學習創新(innovation)更與創業精神(entrepreneurship)更因應下一波全球化競爭的來臨。當設計逐漸被商場重視，商業經營和設計企劃成為密不可分的關係之際，設計者不僅僅要俱備美學、藝術與創新的思維，更要讓好的設計轉化成商業模式上的成功案例。本課程主要教學理念為培養同學們「設計的品牌意識」，如何將創新想法與設計運用在產品或服務企畫上，使設計者同時俱備企劃與品牌行銷的能力、從企劃提案的撰寫，了解設計企劃與商業模式的運用，並從市場需求了解設計創新價值與品牌行銷的重要性。

As Taiwan's industrial structure shifts from manufacturing and technology research and development to brand marketing and innovative design, Taiwanese manufacturers must face changes and learn innovation and entrepreneurship to cope with the next wave of global competition. When design is gradually valued by shopping malls and business operations and design planning become inseparable, designers must not only have aesthetic, artistic and innovative thinking, but also turn good designs into successful cases in business models. The main teaching concept of this course is to cultivate students' "design brand awareness" and how to apply innovative ideas and designs to product or service planning, so that designers can have both planning and brand marketing capabilities. From the writing of planning proposals, they can understand the application of design planning and business models, and understand the value of design innovation and the importance of brand marketing from market demand.

TBSA商務企劃能力檢定學習手冊(進階版)
作者：TBSA專業顧問講師群
出版：社團法人台灣商務策劃協會
Bilton, Chris、向勇譯(2010)。創意與管理：從創意產業到創意管理。 北京市:新世界出版社。
Brown, Tim、吳莉君譯(2010)。設計思考改造世界。台北:聯經出版。
Howkins, John、李璞良譯(2003)。創意經濟：好點子變成好生意。台北:典藏藝術家庭出版。

TBSA Business Planning Ability Test Study Manual (Advanced Edition)
Author: TBSA Professional Consultant Lecturer Group
Published by: Taiwan Business Planning Association
Bilton, Chris, translated by Xiang Yong (2010). Creativity and Management: From Creative Industries to Creative Management. Beijing: New World Publishing House.
Translated by Brown, Tim and Wu Lijun (2010). Design thinking transforms the world. Taipei: Lianjing Publishing House.
Howkins, John, translated by Li Puliang (2003). Creative Economy: Good ideas turn into good businesses. Taipei: Collection Art Family Publishing.