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 trains EMBA students:
1. Understand the concepts and analysis structure of marketing management.
2. Develop marketing strategy development and execution capabilities.
3. Understand what brands and brand rights are.
4. Learn how to plan your brand strategy.
6. Understand how to manage brands, expand brand rights and create customer value.
1.Kolter, K.與Keller, K. L.著，徐世同、楊景傅 編譯，行銷管理（第十五版），華泰文化代理。
2.Philip Kotler, Hermawan Kartajaya, Iwan Setiawan著，林步昇 譯（2021），《行銷5.0：新虛實融合時代贏得顧客的全思維》(Marketing 5.0: Technology for Huamanity)，天下雜誌出版。
3.Philip Kotler, Hermawan Kartajaya, Iwan Setiawan著，劉盈君 譯（2017），《行銷4.0：新虛實融合時代贏得顧客的全思維》(Marketing 4.0: Moving from Traditional to Digital)，天下雜誌出版。
4.補充教材：《經理人月刊》2018 年 4 月號，封面故事：行銷 4.0
1. Written by Kolter, K. and Keller, K. L., edited by Xu Shitong and Yang Jingfu, Marketing Management (Fifteenth Edition), Huatai Culture Agency.
2. By Philip Kotler, Hermawan Kartajaya, Iwan Setiawan, Lin Busheng (2021), Marketing 5.0: Technology for Huamanity, published by World Magazine.
3. Philip Kotler, Hermawan Kartajaya, Iwan Setiawan, Liu Yingjun Translation (2017), Marketing 4.0: Moving from Traditional to Digital, published by World Magazine.
4. Supplementary textbook: "Manager Monthly" April 2018, cover story: Marketing 4.0
| 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） Regular work (marketing case study, practical observation, and paper 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 End-term Brand Marketing Strategy Enterprise Report |
30 | |
| 課堂參與及表現課堂參與及表現 Class participation and performance |
10 |
