104年第1學期-2168 品牌的文化觀點 課程資訊
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Today, life without brands and advertising would be hard to imagine. This course will examine the power they have over us, how they influence our daily lives and also what roles and functions brands have for each one of us. We shall be exploring the subject from the point of view of both the consumer (psychological aspect of advertising psychology) and the marketing companies, including global players, whose strategic objective is to achieve a leading market position.
The growing globalization of the markets makes it increasingly important to acquire knowledge of cultural differences and to apply this knowledge in different areas, in this case to take advantage of this knowledge with regard to branding.
Students will acquire useful tips for successful branding, such as how the effects of brands can be reinforced. Furthermore, students will learn numerous tips and tricks for winning new customers.
But besides branding, this course will also focus on teaching students Cultural Intelligence. Cultural Intelligence can be described as a combination of knowledge of culture, awareness of self and others and special skills e.g. behaviour or language.
In these days cultural awareness is becoming more and more vital in the professional world and companies are placing more emphasis on the capabilities of their employees to handle national, corporate and professional cultures. Therefore having these intercultural capabilities provides an important advantage for everyone’s career and success.
Cultural characteristics will be highlighted and discussed using different cultural models and will be illustrated with the aid of films.