105年第2學期-5930 品牌策略管理 課程資訊

課程分享

選課分析

本課程名額為 10人,已有7人選讀,尚餘名額3人。

評分方式

評分項目 配分比例 說明
Personal Assignment and class particpation 25 Personal Assignment: 2x10 points + Class Participation 5 points
Mid-term Exam 25
Teamwork Presentation 25 Report Quality 15 points; Presentation Skill and Participation: 10 points
Final Exam 25

授課教師

連風彥

教育目標

Overall objective: To develop students' capability of solving brand strategy and management-related issues, and their in-depth thinking and analytical capability through understanding the framework and theory of strategic brand management, case studies, and discussion on current brand related issues and cases. 1. Brand Management 2. Customer-Based Brand Equity 3. Brand Value System and Positioning 4. Brand Resonance and Establishing Brand Value Chain 5. Selecting brand elements 6. Designing brand marketing program 7. Developing Integrated Marketing Communication Campaign 8. Leveraging secondary brand associations 9. Developing brand equity measurement system 11. Designing Brand Architecture Strategy 12. New Product Development and Brand Extension 13. Managing Brand Overtime 14. Managing Brand Over Geographic Bundaries

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. Brand Asset Management,2002,Scott M. Davis, Jossey-Bass, A Wiley Imprint