課程資訊
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
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 
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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
另約時間 備註: by appointment 
參考書目
待補 
指定閱讀
Keller, K. L. (2013), Strategic Brand Management, 4th ed., Pearson. 
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% 
 
 
課程進度
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