課程大綱

課程資訊

課程名稱

全球品牌管理
Global Brand Management

開課學期

107-2

授課對象

國際企業學系

授課教師

黃恆獎

課號

IB3010

課程識別碼

704 30810

班次

學分

3.0

全/半年

半年

必/選修

必修

上課時間

星期四7,8,9(14:20~17:20)

上課地點

管二103

備註

國企系大三必修。
限學士班三年級以上
總人數上限：70人
外系人數限制：10人

Ceiba 課程網頁

http://ceiba.ntu.edu.tw/1072IB3010_01

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課程概述

Branding plays an important role in today’s global marketing arena. Decision makers need to formulate and implement well-designed branding strategies in the face of fierce competition around the globe. The objective of this course is to provide the "big picture" for class attendants in terms of why brands matter, how are brand equity and brand performance measured, what strategic brand management is, how are brand marketing programs formulated, and how to grow and sustain brand equity. Broadly speaking, the goal of this course is for attendants to get a sense for what necessary decisions must be made in brand management.

課程目標

A firm’s most valuable assets may include the brands that it has invested in and developed over time. Although manufacturing processes and efficiency can often be duplicated, strongly held beliefs and attitudes established in consumers’ minds regarding brands cannot. This course provides students with insights into how savvy brand strategies can be innovated and implemented. It addresses three important questions: (1) How do you build brand equity? (2) How can brand equity be measured? (3) How do you capitalize on brand equity to expand your business?

This course aims to provide students an understanding of: (1) Important issues in planning and evaluating brand strategies; and (2) Appropriate concepts and techniques to improve the long-term profitability of brand strategies. The course consists of lectures, case discussions, and a term project. The course content has relevance to students pursuing a variety of different career goals (marketing, advertising, entrepreneurship, etc.) in virtually any type of public or private, for-profit or not-profit organizations.

This course is designed to improve student’s marketing skills and understanding of specific brand-related topics, as well as “big picture” issues of how various aspects of marketing fit together to cultivate brand equity. It is organized around key brand management decisions. The weekly sessions examine specific topics from the perspective of building, measuring, and managing brand equity. Background reading will include material from the textbook, real-world examples from the news, company information from their websites, etc.

課程要求

Adequate preparation for, regular attendance of, and full participation and involvement in the sessions are the basic requirements of this course. To stimulate maximum responses from the audience, the instructor strongly urges students to become well-prepared for all weekly sessions.

The mid-term and final exams will also constitute a substantial evaluative part of students’ performance. Both exams will include true-false, multiple-choice, and short-essay questions. Essay questions are mostly related to concept definitions and real-world applications of course materials.

For this course, each student must join a small group to prepare for an in-class presentation. (The size of each group, depending on the number of enrolled students, will be declared in class.) The topics and the timing for group-presentations are summarized in the course schedule (see next page). The group responsible for the topic in a certain week is required to provide a local/foreign example which best matches that week’s topic and elaborate on its content. The allowed presentation time is 25 minutes. Each group should turn in a hardcopy of their PPT overheads at the beginning of the presentation.

In addition, each group must also finish a group-based term paper which serves to reflect the extent of students’ comprehension of the class materials covered and the skills learned to apply the main branding ideas. The instructor therefore recommends students to form groups at earlier week sessions to facilitate mutual exchange of viewpoints and to finalize the topic of the term project. The guidelines to choose a topic suitable for your term paper will be announced in class. Each term paper cannot exceed 25 pages (12 point font size for main text, with 1.5 line spacing and 2.5cm blank margins) in size. The deadline for submitting the term paper will be June 27. Late submissions will not be allowed.

In order for all students to achieve co-learning, there will be two special dedicated sessions for project presentations. Each group will have 15 minutes to present the term paper, with 5 extra minutes devoted to Q&A. All group members are expected to attend their presentation to listen and participate in the other groups’ presentations. Each group should turn in a hardcopy of their PPT overheads at the beginning of the presentation.

預期每週課後學習時數

Office Hours

另約時間備註： By apppointment

指定閱讀

Keller, Kevin Lane (2013), Strategic Brand Management, 4th ed., Harlow, Essex: Prentice Education Limited. (雙葉書局: 02-2162-1217)

參考書目

待補

評量方式
(僅供參考)

No.	項目	百分比	說明
1.	In-class Participation	15%
2.	Midterm exam	30%
3.	Final exam	30%
4.	Term paper + in-class presentation (group)	25%

課程進度

週次	日期	單元主題
第1週	2/21	Class 1
第2週	2/28	No class (228 Peace Memorial Day)
第3週	3/7	Class 2
第4週	3/14	Class 3
第5週	3/21	Class 4
第6週	3/28	Class 5
第7週	4/4	Spring Break (No Class)
第8週	4/11	Class 6
第9週	4/18	Class 7 (Mid-term Exam)
第10週	4/25	Class 8
第11週	5/2	Class 9
第12週	5/9	Class 10
第13週	5/16	Class 11
第14週	5/23	Class 12
第15週	5/30	Class 13
第16週	6/6	Class 14
第17週	6/13	Class 15 (Group Presentation)
第18週	6/20	Class 16 (Final Exam)