■ 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。課程同時強調創意與策略在整合行銷傳播規畫操作上的重要性，培養學生在數位時代品牌溝通的能力。
■ 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
Building and managing a brand is an important topic in today's enterprise competition advantages. Effective brand management affects customer loyalty and enhances corporate profitability and sustained competitiveness. How to effectively manage brands, build brand rights, shape profound brand personality, and establish customer recognition is the foundation of marketing strategy. This course will guide students to understand the various aspects covered by brand management through systematic content, learn brand building and strategic thinking skills, and thus establish brand and product management capabilities. The course content will combine theoretical discussions and practical solutions to provide a response to brand management under the challenges of digital environments. The course also emphasizes the importance of creativity and strategy in integrating marketing communication regulations, and cultivates students' ability to communicate in the digital era.
■ Course Contents
This course focuses on the content taught by teachers, and provides interactive teaching based on cases, videos and class discussions. The teacher will provide course-related cases for class discussion. In addition, this course will also divide the students in the course into several groups. The functions of the group are to perform daily group activities, case discussions and final reports, and to complete the designated group operations in a cooperative manner.
Keller, Lane Kevin (2020), Strategic Brand Management, 5th ed.，華泰書局。
William F. Arens, Michael F. Weigold (2021), Contemporary Advertising and Integrated Marketing Communications, 16 ed.
哈佛商業評論文章
Keller, Lane Kevin (2020), Strategic Brand Management, 5th ed., Huatai Books Bureau.
William F. Arens, Michael F. Weigold (2021), Contemporary Advertising and Integrated Marketing Communications, 16 ed.
Harvard Business Review Article
| 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 Midterm Report |
25 | |
| 期末報告期末報告 Final report |
35 |
