(一) 課程核心問題
「在數位與 AI 時代，我的企業如何透過行銷與品牌，持續為顧客創造價值、為企業建立競爭優勢？」這是整門課的核心問題。所有的主題、框架與課堂討論，都圍繞這個問題展開。

(二) 課程定位與設計理念
本課程針對 EMBA 學生的學習需求設計，採用「問題導向、主題整合」的教學方式，而非傳統的教科書章節講授模式。
EMBA 學生已在職場累積豐富的實務經驗，許多人本身就是中高階主管或企業主。本課程的設計理念是：
• 以學生企業的真實情境為學習素材，理論框架成為分析工具，而非背誦對象
• 三位老師各自從不同的專業視角切入，合力給學生一個完整的行銷與品牌管理思考旅程
• 課堂以主題討論、個案分析與工作坊為主，教科書作為自修參考資料
• 期末整合報告讓學生將三個模組的學習應用於真實企業情境，產出可執行的策略企劃

(三) 課程學習目標
修習本課程後，學生應能：
• 運用 5C 分析框架，系統性診斷自身企業的行銷環境與競爭處境
• 理解數位時代顧客旅程的改變，並掌握行銷 4.0/5.0 與 MarTech 的核心策略思維
• 運用 G-STIC 框架，制定邏輯一致的行銷計畫
• 從顧客視角分析品牌選擇邏輯，設計具差異化的品牌定位與顧客價值主張（3V）
• 理解整合行銷傳播的邏輯，規劃自有、付費、贏得媒體的整合策略
• 衡量行銷傳播效果，並將數據洞察回饋到行銷決策循環
• 完成一份針對真實企業的行銷策略企劃，整合三個模組的思考框架

(1) Core issues of the course
"In the digital and AI era, how can my company continue to create value for customers and establish competitive advantages for the company through marketing and branding?" This is the core question of the entire course. All topics, frameworks and class discussions revolve around this issue.

(2) Course positioning and design concept
This course is designed to meet the learning needs of EMBA students and adopts a "problem-oriented, theme-integrated" teaching method instead of the traditional textbook chapter teaching mode.
EMBA students have accumulated rich practical experience in the workplace, and many are mid- to senior-level executives or business owners themselves. The design philosophy of this course is:
• Use the real situations of student companies as learning materials, and the theoretical framework becomes an analysis tool rather than an object of recitation.
• The three teachers each approach it from different professional perspectives and work together to give students a complete thinking journey on marketing and brand management.
• Classes focus on topic discussions, case analysis and workshops, and textbooks serve as reference materials for self-study
• The final integrated report allows students to apply the learning of the three modules to real corporate situations and produce executable strategic plans.

(3) Course learning objectives
After taking this course, students should be able to:
• Use the 5C analysis framework to systematically diagnose your own company’s marketing environment and competitive situation
• Understand the changes in the customer journey in the digital era, and master the core strategic thinking of Marketing 4.0/5.0 and MarTech
• Use the G-STIC framework to develop logical and consistent marketing plans
• Analyze brand selection logic from the customer’s perspective and design differentiated brand positioning and customer value proposition (3V)
• Understand the logic of integrated marketing communications and plan integrated strategies for owned, paid, and earned media
• Measure the effectiveness of marketing communications and feed data insights into the marketing decision-making cycle
• Complete a marketing strategy plan for a real company, integrating the thinking framework of the three modules

三個模組主題的上課教材是由三位設計及編纂。
以下參考書籍作為本課程之自修參考資料，課堂主要以主題討論、個案分析與工作坊形式進行：
• Kotler, P., Keller, K. L. & Chernev, A. 著，楊景傅、徐世同 編譯，《行銷管理》（第十六版），華泰文化
• Philip Kotler, Hermawan Kartajaya, Iwan Setiawan 著，劉盈君 譯（2017），《行銷 4.0》，天下雜誌出版
• Philip Kotler, Hermawan Kartajaya, Iwan Setiawan 著，林步昇 譯（2021），《行銷 5.0》，天下雜誌出版
• Keller, K. L.（2013）. Strategic Brand Management（4th ed.）. Pearson Education

The course materials for the three module themes are designed and compiled by three people.
The following reference books are used as self-study reference materials for this course. Classes are mainly conducted in the form of topic discussions, case analysis and workshops:
• Written by Kotler, P., Keller, K. L. & Chernev, A., compiled by Yang Jingfu and Xu Shitong, "Marketing Management" (16th Edition), Huatai Culture
• Philip Kotler, Hermawan Kartajaya, Iwan Setiawan, translated by Liu Yingjun (2017), "Marketing 4.0", published by Tianxia Magazine
• Written by Philip Kotler, Hermawan Kartajaya, Iwan Setiawan, translated by Lin Busheng (2021), "Marketing 5.0", published by Tianxia Magazine
• Keller, K. L. (2013). Strategic Brand Management (4th ed.). Pearson Education