106年第2學期-3101 Brand Management 課程資訊

評分方式

評分項目 配分比例 說明
Class Participation 10
Personal Assignment 10
Team Project 30
Mid-term Exam 20

選課分析

本課程名額為 40人,已有13 人選讀,尚餘名額27人。


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授課教師

連風彥

教育目標

Course Overall Objectives: To develop students' capability of solving brand strategy and management-related issues and in-depth thinking and analytical capability through understanding the framework and theory of brand management, case studies, and discussion on current brand related issues and cases. Major Contents: Brand and Brand Management; Customer-Based-Brand-Equity; Brand Value System; Brand Resonance and the Brand Value Chain; Choosing Brand Elements; Designing Marketing Program; Developing Integrated Marketing Communication Program; Leveraging secondary brand associations; Developing a Brand Equity Measurement and Management System; Designing and Implementing Brand Architecture System; Introducing New Products and Brand Extension; Managing Brands Overtime; Managing Brands Over Geographical Boundaries and Market Segments

課程資訊

參考書目

1. Strategic Brand Management 4e, 2013, Kevin Lane Keller, Pearson Education Inc.
2. Aaker on Branding, 20 Principles that Drive Success, 2014, David Aaker, Morgan James Publishing
3. Building The Brand-Driven Business,2004, Scott M. Davis, Michael Dunn, Jossey-Bass Inc., a John Wiley & Sons

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