1. 幫助同學對於行銷與品牌管理有全面系統化之瞭解，並藉由授課、個案討論等方式認知實務上的環境與應用，找出最佳策略。
2. 介紹如何有效進行品牌行銷及建立品牌權益，同時了解如何善加處理文化、顧客與市場力量，進而降低風險，掌握市場機會與提升品牌價值。
3. 理論與實務配合：本課程將會以淺顯易懂的自編講義為主，有效結合學術理論討論與實務個案討論，強化同學對於行銷與品牌管理之實務能力與學習興趣。
1. Help students gain a comprehensive and systematic understanding of marketing and brand management, and understand the practical environment and applications through lectures, case discussions, etc., and find the best strategies.
2. Introduce how to effectively conduct brand marketing and build brand equity, and understand how to properly handle culture, customers and market forces, thereby reducing risks, seizing market opportunities and enhancing brand value.
3. Coordination of theory and practice: This course will be based on easy-to-understand self-compiled lecture notes, effectively combining academic theoretical discussions and practical case discussions to strengthen students' practical abilities and learning interests in marketing and brand management.
介紹行銷管理之概念，分析行銷機會;並指導同學如何擬定行銷計畫及策略，主要內容介紹行銷與行銷管理之基本概念、分析行銷機會、市場區隔技術與如何選擇目標市場、行銷策略的設計、行銷方案規劃、行銷組織、執行、控制。
Introduce the concept of marketing management, analyze marketing opportunities; and guide students on how to formulate marketing plans and strategies. The main content introduces the basic concepts of marketing and marketing management, analysis of marketing opportunities, market segmentation technology, how to select target markets, and the design of marketing strategies. , Marketing plan planning, marketing organization, execution, and control.
張國雄，2018年，行銷管理：創新與挑戰，雙葉書廊，第5版。
品牌行銷Building The Brand-Driven Business，2004年，Scott M. Davis, Michael Dunn原著，陳琇里譯，中衛發展中心發行。
Strategic Brand Management 4e, 2013, Kevin Lane Keller, Pearson Education Inc.
「遵守智慧財產權觀念」及「不得不法影印」
Zhang Guoxiong, 2018, Marketing Management: Innovation and Challenges, Shuangye Bookstore, 5th edition.
Brand Marketing Building The Brand-Driven Business, 2004, originally written by Scott M. Davis, Michael Dunn, translated by Chen Xuli, published by Zhongwei Development Center.
Strategic Brand Management 4e, 2013, Kevin Lane Keller, Pearson Education Inc.
"Abide by the concept of intellectual property rights" and "Photocopy without permission"
| 評分項目 Grading Method | 配分比例 Grading percentage | 說明 Description |
|---|---|---|
| 課堂參與課堂參與 class participation |
35 | |
| 小組個案報告小組個案報告 Group case report |
35 | |
| 期末行銷與品牌計畫報告期末行銷與品牌計畫報告 Final marketing and brand plan report |
30 |
