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 to:
1. Understand the concepts and analysis framework of marketing management.
2. Develop the ability to formulate and implement marketing strategies.
3. Understand what brand and brand equity are.
4. Understand how to plan a brand strategy.
6. Understand how to manage brands, expand brand equity 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., compiled by Xu Shitong and Yang Jingfu, Marketing Management (15th Edition), Huatai Culture Agency.
2. Written by Philip Kotler, Hermawan Kartajaya, Iwan Setiawan, translated by Lin Busheng (2021), "Marketing 5.0: Technology for Huamanity", published by Tianxia Magazine.
3. Marketing 4.0: Moving from Traditional to Digital, written by Philip Kotler, Hermawan Kartajaya, Iwan Setiawan and translated by Liu Yingjun (2017), published by Tianxia Magazine.
4. Supplementary textbook: "Manager Monthly" April 2018 issue, cover story: Marketing 4.0