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
Final Exam	30

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

基本資料

選修課，學分數：0-3
上課時間：二/6,7,8[LAN110]
修課班級：國經學程3,4
修課年級：年級以上
選課備註：

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