107年第2學期-5929 品牌策略管理 課程資訊
評分方式
| 評分項目 | 配分比例 | 說明 |
|---|---|---|
| Personal Assignment | 20 | |
| Mid-term Exam | 20 | |
| Teamwork Presentation | 25 | |
| Final Exam | 25 | |
| Class Participation | 10 |
選課分析
本課程名額為 10人，已有13 人選讀，尚餘名額-3人。
登入後可進行最愛課程追蹤 [按此登入]。
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 Boundaries
課程資訊
基本資料
選修課，學分數：0-3
上課時間：四/6,7,8[M612]
修課班級：國貿碩1,2
修課年級：年級以上
選課備註：英語授課。限本系10人選課，外系同學請至系辦公室人工加選。大四同學欲修習須經授課老師同意。
教師與教學助理
授課教師：連風彥
大班TA或教學助理：尚無資料
Office HourEvery Thursday 13:00-14:00 at Department of International Business office
授課大綱
授課大綱：開啟授課大綱(授課計畫表)
(開在新視窗)
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
開課紀錄
您可查詢過去本課程開課紀錄。 品牌策略管理歷史開課紀錄查詢