1355 - 全球品牌管理
International Brand Management
教育目標 Course Target
本課程將帶領學生深入理解品牌策略在行銷管理中的核心角色。品牌不僅僅是一個辨識名稱或標誌，而是一項能夠為企業與消費者同時創造價值的重要策略性資產。透過理論與實務案例的結合，學生將學習如何設計、執行與管理品牌策略，並了解不同品牌策略如何在全球競爭環境中被運用，以達成企業的長期策略目標。本課程特別強調顧客基礎品牌權益與全球品牌管理的觀點。
This course will provide students with an in-depth understanding of the core role of brand strategy in marketing management. A brand is more than just a recognizable name or logo, but an important strategic asset that can create value for both businesses and consumers. Through the combination of theory and practical cases, students will learn how to design, implement and manage brand strategies, and understand how different brand strategies are used in the global competitive environment to achieve the company's long-term strategic goals. This course places particular emphasis on customer-based brand equity and global brand management perspectives.
參考書目 Reference Books
策略品牌管理（Keller／Strategic Brand Management 5e）／5版
Strategic Brand Management (Keller/Strategic Brand Management 5e)/5th Edition
評分方式 Grading
| 評分項目 Grading Method |
配分比例 Percentage |
說明 Description |
|---|---|---|
|
期中報告 interim report |
40 | |
|
期末報告 Final report |
40 | |
|
平時成績 usual results |
20 |
授課大綱 Course Plan
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相似課程 Related Courses
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課程資訊 Course Information
基本資料 Basic Information
- 課程代碼 Course Code: 1355
- 學分 Credit: 0-3
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上課時間 Course Time:Thursday/6,7,8
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授課教師 Teacher:吳立偉/鄧覲臺
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修課班級 Class:國貿系3,4
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選課備註 Memo:111學年度(含)入學生起列為國際經營與行銷組選修課程。
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