■ 課程目標 (Course Objectives)
建立與管理品牌是今天企業建立競爭優勢的一個重要課題。有效的品牌經營管理影響顧客的忠誠度，提升企業獲利與持續競爭力。如何有效經營管理品牌，建構品牌權益，塑造深刻的品牌個性，建立顧客認同，是行銷策略的根基。本課程將透過系統性的內容，引導學生了解品牌管理所涵蓋的各種層面，學習品牌建立與策略性的思考能力，進而建立品牌與產品管理的能力。課程內容將兼顧理論與實務來對數位環境挑戰下的品牌管理提出因應之道。
課程目標如下：
1. 建構學生品牌管理中重要的概念與思維
2. 協助學生學習運用建立品牌策略的主要元素，掌握品牌權益經營的原則
3. 讓學生能深入的了解影響品牌策略的相關影響因素，學習診斷品牌管理問題
4. 課程將藉由實際個案討論，使理論與管理實務能結合
■ 課程內涵 (Course Contents)
本課程以老師講授內容為主，並輔以案例、影片與課堂討論來進行互動式教學。老師將提供與課程有關的個案作為課堂討論之用。此外，本課程也會將修課同學分成若干小組，小組作用在於平時小組活動、個案討論與期末報告，以合作方式完成小組指定作業。
■Course Objectives
Establishing and managing brands is an important topic for today's enterprises to establish competitive advantages. Effective brand management affects customer loyalty and enhances corporate profitability and sustainable competitiveness. How to effectively operate and manage brands, build brand equity, create profound brand personality, and establish customer recognition are the foundation of marketing strategies. Through systematic content, this course will guide students to understand the various aspects covered by brand management, learn brand building and strategic thinking skills, and then build brand and product management capabilities. The course content will take into account both theory and practice to propose solutions to brand management under the challenges of the digital environment.
The course objectives are as follows:
1. Construct important concepts and thinking in student brand management
2. Assist students to learn and apply the main elements of building a brand strategy and master the principles of brand equity management
3. Allow students to have an in-depth understanding of the relevant factors that affect brand strategy and learn to diagnose brand management problems.
4. The course will combine theory and management practice through actual case discussions.
■ Course Contents
This course is mainly based on teacher lectures, supplemented by cases, videos and classroom discussions for interactive teaching. Teachers will provide course-related cases for class discussion. In addition, this course will also divide students into several groups. The functions of the groups include daily group activities, case discussions and final reports, and they will complete the assigned group assignments in a cooperative manner.
本課程主要目的在介紹品牌管理之基本觀念、理論、演變、技術及最近實務之發展。主要內容包括：品牌定位、品牌價值、品牌權益、品牌績效、品牌延伸及品牌組合管理等。
The main purpose of this course is to introduce the basic concepts, theories, evolution, technology and recent practical developments of brand management. The main contents include: brand positioning, brand value, brand equity, brand performance, brand extension and brand portfolio management, etc.
Keller, Lane Kevin (2020), Strategic Brand Management, 5th ed.，華泰書局。
Keller, Lane Kevin (2020), Strategic Brand Management, 5th ed., Huatai Book Company.
| 評分項目 Grading Method | 配分比例 Grading percentage | 說明 Description |
|---|---|---|
| 課堂出席、參與及討論課堂出席、參與及討論 Class attendance, participation and discussion |
15 | |
| 小組報告小組報告 group report |
25 | |
| 期中報告期中報告 interim report |
25 | |
| 期末報告期末報告 Final report |
35 |
