本課程以「創業實務實作」為實作主軸，學生四至五人組成團隊，分任總經理、行銷、研發、業務及營運等角色，從市場觀察與商機辨識出發，逐步完成目標客群、顧客需求、價值主張、競爭定位、品牌個性、品牌故事、商業模式、產品原型、顧客體驗及行銷銷售設計。課程結合真實品牌案例、顧客訪談、團隊討論、實作工作坊、市場驗證與階段提案，引導學生區分想法、假設與證據，並在質詢及回饋中持續修正方案。透過跨部門協作與模擬經營，學生不只理解品牌行銷理論，更能將知識轉化為可執行的創業計畫，培養顧客洞察、策略思考、創意表達、商業判斷、團隊合作與問題解決能力，最終提出兼具顧客價值、品牌差異、市場可行性與營運邏輯的完整品牌創業提案。

This course takes "Practical Entrepreneurship" as the main focus. Students form a team of four to five people, assigned to roles such as general manager, marketing, R&D, business and operations. Starting from market observation and business opportunity identification, they gradually complete the target customer group, customer needs, value proposition, competitive positioning, brand personality, brand story, business model, product prototype, customer experience and marketing and sales design. The course combines real brand cases, customer interviews, team discussions, practical workshops, market verification and staged proposals to guide students to distinguish ideas, assumptions and evidence, and to continuously revise plans through questioning and feedback. Through cross-department collaboration and simulated operations, students not only understand brand marketing theory, but also transform knowledge into executable entrepreneurial plans, cultivate customer insights, strategic thinking, creative expression, business judgment, teamwork and problem-solving skills, and ultimately propose a complete brand entrepreneurial proposal that combines customer value, brand differentiation, market feasibility and operational logic.

1. 《獲利世代》主要作者：亞歷山大‧奧斯瓦爾德 (Alexander Osterwalder)、伊夫‧比尼耶 (Yves Pigneur)
2. 《價值主張年代》主要作者：亞歷山大‧奧斯瓦爾德 (Alexander Osterwalder)、伊夫‧比尼耶 (Yves Pigneur)共同作者：葛瑞格‧柏納達 (Greg Bernarda)、艾倫‧史密斯 (Alan Smith)
3. 《商業模式轉型》主要作者：亞歷山大‧奧斯瓦爾德 (Alexander Osterwalder)、伊夫‧比尼耶 (Yves Pigneur)
4. 《一個人的獲利模式》主要作者：蒂莫西·克拉克 (Tim Clark)共同作者：亞歷山大‧奧斯瓦爾德 (Alexander Osterwalder)、伊夫‧比尼耶 (Yves Pigneur)特點：這本書是由 Tim Clark 主導，將兩位原創者的「創業九宮格」框架延伸應用至個人職涯與微型創業。

1. Main authors of "The Profit Generation": Alexander Osterwalder, Yves Pigneur
2. "The Age of Value Propositions" Main authors: Alexander Osterwalder, Yves Pigneur Co-authors: Greg Bernarda, Alan Smith
3. Main authors of "Business Model Transformation": Alexander Osterwalder, Yves Pigneur
4. "One Person's Profit Model" Main author: Tim Clark Co-authors: Alexander Osterwalder, Yves Pigneur Features: This book is led by Tim Clark and extends the "Entrepreneurial Nine Palaces" framework of the two original authors to personal careers and micro-entrepreneurship.