This course explores marketing strategy and brand management in the digital age, examining how businesses and individuals can create value, build meaningful customer relationships, and develop sustainable competitive advantages in an increasingly dynamic and technology-driven environment. The course emphasizes strategic marketing thinking while integrating contemporary digital marketing practices, social media, branding, consumer insight, and emerging technological trends. Students will explore how organizations can adapt to changing markets, evolving consumer behaviors, and the opportunities and challenges brought by digital transformation. Through case studies, discussions, and practical applications, students will strengthen their ability to think strategically, evaluate marketing decisions, and develop innovative approaches to brand building and value creation in global and digital markets.

＊參考書目 | Textbooks & References

(The textbooks & references are just for optional self-study — you’re not required to purchase them. Classes and reviews will mainly follow the lecture slides, which will also serve as the course handouts.)

A. Core Textbook
Kotler, P., Keller, K. L., & Chernev, A. (Latest Edition). Marketing Management. Pearson.

B. Recommended Readings
* Kingsnorth, S. (2022). Digital Marketing Strategy: An Integrated Approach to Online Marketing.
* Berger, J. (2013). Contagious: Why Things Catch On.
* Cialdini, R. B. (2021). Influence: The Psychology of Persuasion.
* Godin, S. (2018). This Is Marketing.
* Osterwalder, A., Pigneur, Y., Bernarda, G., & Smith, A. (2014). Value Proposition Design.
* Kelly, K. (2016). The Inevitable: Understanding the 12 Technological Forces That Will Shape Our Future.