課程名稱 |
全球品牌管理 Global Brand Management |
開課學期 |
104-2 |
授課對象 |
國際企業學系 |
授課教師 |
許嘉文 |
課號 |
IB3010 |
課程識別碼 |
704 30810 |
班次 |
02 |
學分 |
3 |
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 且 限本系所學生(含輔系、雙修生) 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/1042IB3010_02 |
課程簡介影片 |
|
核心能力關聯 |
核心能力與課程規劃關聯圖 |
課程大綱
|
為確保您我的權利,請尊重智慧財產權及不得非法影印
|
課程概述 |
The objective of this course is to expose you to the global brand management discipline from a conceptual, analytical and pragmatic perspective. As such, the course will be conducted using a combination of course lectures and in-class discussions cover case studies and brand focus reading assigned. While the lecturer introduces global brand marketing discipline and the latest development, the cases offer all participants an opportunity to demonstrate their abilities in capitalizing on what has been learned from this course. On the other hand, the brand focus reading, which is mostly conceptual and/or analytical in nature, could be used to make sense of the branding practices observed. All students are strongly encouraged to contribute to the discussions such that everyone is able to participate in the discussion and benefit from the pool of valuable, personal resources. To stimulate maximum responses from the audience, all students must complete the reading assignment by the date noted on the class schedule. |
課程目標 |
This course heavily relies upon case-based learning and conscious reading efforts. As a managerial course, your constant participation and meaningful contribution to sustaining a good conversation are a must. Overall, we hope that students could establish their global marketing capabilities through intensive and interactive learning processes. |
課程要求 |
1. Active and Meaningful Participation
2. Assigned Readings and Presentation
3. Cases & Write-ups (CWs)
4. Team Project |
預期每週課後學習時數 |
|
Office Hours |
另約時間 備註: by appointment |
指定閱讀 |
Keller, K. L. (2013), Strategic Brand Management, 4th ed., Pearson. |
參考書目 |
待補 |
評量方式 (僅供參考) |
No. |
項目 |
百分比 |
說明 |
1. |
Course Participation |
20% |
|
2. |
Brand Focus Presentation & Comments |
20% |
|
3. |
Cases & Write-ups (CWs) |
20% |
|
4. |
Team Project |
40% |
|
|
週次 |
日期 |
單元主題 |
第1週 |
2/25 |
Course orientation |
第2週 |
3/03 |
Introduction to Global Brand Management |
第3週 |
3/10 |
Brand Equity, Brand Positioning and the Brand Value Chain |
第4週 |
3/17 |
Choosing Brand Elements to Build Brand Equity |
第5週 |
3/24 |
Designing Marketing Programs to Build Brand Equity |
第6週 |
3/31 |
Integrating Marketing Communications to Build Brand Equity |
第7週 |
4/07 |
Leveraging Secondary Brand Associations to Build Brand Equity |
第8週 |
4/14 |
Global Brand Development and Strategy (Speech I) |
第9週 |
4/21 |
Mid-term examination |
第10週 |
4/28 |
Developing a Brand Equity Measurement and Management System |
第11週 |
5/05 |
Measuring Sources and Outcomes of Brand Equity |
第12週 |
5/12 |
Designing and Implementing Branding Architecture Strategies |
第13週 |
5/19 |
Introducing and Naming New Products and Brand Extensions |
第14週 |
5/26 |
Managing Corporate Brands |
第15週 |
6/02 |
Global Brand Development and Strategy (Speech II) |
第16週 |
6/09 |
Dragon Boat Festival |
第17週 |
6/16 |
Team Project Presentation |
第18週 |
6/23 |
Final examination |
|