課程資訊
課程名稱
全球品牌管理
Global Brand Management 
開課學期
108-2 
授課對象
國際企業學系  
授課教師
陳瑀屏 
課號
IB3010 
課程識別碼
704 30810 
班次
02 
學分
3.0 
全/半年
半年 
必/選修
必修 
上課時間
星期三6,7,8(13:20~16:20) 
上課地點
管二206 
備註
國企系大三7選5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/1082Brands02 
課程簡介影片
 
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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
 
參考書目
待補 
指定閱讀
待補 
評量方式
(僅供參考)
   
課程進度
週次
日期
單元主題
第1週
3/04  Course overview 
第2週
3/11  Brands and Brand Management 
第3週
3/18  Customer-Based Brand Equity and Brand
Positioning 
第4週
3/25  Brands Resonance and the Brand Value Chain 
第5週
4/01  Choosing Brand Elements & Marketing Mix 
第6週
4/08  Designing Marketing Programs to Build Brand
Equity 
第7週
4/15  Integrating Marketing Communications to Build
Brand Equity 
第8週
4/22  Branding in the Digital Era 
第9週
4/29  Secondary Brand Associations  
第10週
5/06  Brand Equity Measurement  
第11週
5/13  Capturing Market Performance of Brands 
第12週
5/20  Brand Architecture 
第13週
5/27  Brand Extensions 
第14週
6/03  Managing Brands Over Time 
第15週
6/10  Managing Brands Over Geographic Boundaries and Market Segments 
第16週
6/17  Final Presentation