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

105-2

授課對象

管理學院國際企業學研究所

授課教師

陳厚銘

課號

IB7017

課程識別碼

724 M0310

班次

學分

3.0

全/半年

半年

必/選修

必修

上課時間

星期一7,8,9(14:20~17:20)

上課地點

管二205

備註

先修科目 : 行銷管理。
限碩士班以上且限本系所學生(含輔系、雙修生)
總人數上限：90人
外系人數限制：10人

Ceiba 課程網頁

http://ceiba.ntu.edu.tw/1052IB7017_

課程簡介影片

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課程概述

In this course, students will learn to define measurable brand objectives and learn the key steps of the analytical process to help grow a brand globally. Key topics covered include: Global Product Development, Global Brand Repositioning, Brand Valuation, Global Branding Strategies and Brand Portfolio Strategy. This class attempts to cover all the topics that a global brand manager needs to know, if time is permitted. The team project calls for student team to take a brand and conduct a brand audit. Every team must study a different brand. The formal requirements for the brand audit project are two progress reports and a final paper.

課程目標

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 over case studies and academic papers assigned. While the lecturer introduces 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 academic journals papers, which are mostly conceptual and/or analytical in nature, could be used to make sense of the marketing 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.

課程要求

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.

預期每週課後學習時數

Office Hours

指定閱讀

閱讀材料：
1. Holt, D. B., J. A. Quelch and E. L. Taylor (2004) “How Global Brands Compete,” Harvard Business Review, 82(9): 68-75.
2. 德．狄維士 (Doug DeVos)，「西方就是不懂中國？ (What the West Doesn't Get About China)」, 哈佛商業評論全球繁體中文版，2011年6月號: 頁14-17
3. 市井茂樹 (Shigeki Ichii)、服部進 (Susumu Hattori)、大衛．麥可 (David Michael) ，「決勝新興市場:日本經驗談 (How to Win in Emerging Markets: Lessons from Japan)」, 哈佛商業評論全球繁體中文版，2012年5月號: 頁130-136
4. 大衛．貝爾（David E. Bell）、瑪麗．薛爾曼（Mary L. Shelman），「肯德基前進中國的激進策略 (KFC's Radical Approach to China)」, 哈佛商業評論全球繁體中文版，2011年11月號: 頁82-89
5. Sheth, Jagdish N. (2011) “Impact of Emerging Markets on Marketing: Rethinking Existing Perspectives and Practices.” Journal of Marketing, Vol. 75, July, 166-182
6. 馬修．艾林 (Mattew J. Eyring)馬克．強森 (Mark W. Johnson)哈里．奈爾 (Hari Nair) , 「到新興市場當新企業（New Business Models In Emerging Markets）」, 哈佛商業評論全球繁體中文版，2011年１月號: 頁67-75.
7. 拉蒙．卡沙德瑟斯-馬沙聶爾 (Ramon Casadesus– Masanell) 荷治．塔紀楊 (Jorge Tarziján)，「商業模式多多益善 (When One Business Model Isn't Enough)」, 哈佛商業評論全球繁體中文版，2012年2月號: 頁80-87
8. 塔倫．卡納 (Tarun Khanna)、宋在鎔 (Jaeyong Song)、李京默 (Kyungmook Lee)，「三星崛起的矛盾策略 (The Paradox of Samsung's Rise)」, 哈佛商業評論全球繁體中文版，2011年8月號: 頁42-50
9. 尼爾馬亞．庫瑪 (Nirmalya Kumar)楊班乃迪克．史汀肯普 (Jan-Benedict E.M. Steenkamp) , 「請僑民當品牌大使（Diaspora Marketing）」”哈佛商業評論全球繁體中文版，2013年10月號: 頁136-143
10. 德・狄維士（Doug Devos）, 「安麗總裁的中國經（Amway's President on Reinventing the Business to Succeed in China）」, 哈佛商業評論全球繁體中文版，2013年4月號: 頁120-123.
11. 約翰・朱利安（John Jullens）, 「從新興市場挺進全球? （How Emerging Giants Can Take on the World）」(哈佛商業評論全球繁體中文版，2013年12月號: 頁128-134.
12. 邱莉燕, 「紅領集團: 量產訂製西裝的本事，連海爾也來學」, 遠見雜誌，2016年2月號

參考書目

1. Keller, Kevin Lane (2013), Strategic Brand Management, Fourth ed., Prentice –Hall
2.Keller, Kevin Lane (2003), Lessons from the World’s Strongest Brands, Prentice –Hall
3. Nirmalya Kumar and Jan-Benedict E.M Steenkamp (2013), Brand Breakout: How Emerging Market Brands Will Go Global, Palgrave Macmillan.
4. Aaker, David A. (2004), Brand Portfolio Strategy, Free Press.
5. Aaker, David A. (1996), Building Strong Brands, Free Press.

評量方式
(僅供參考)

No.	項目	百分比	說明
1.	Exam	40%
2.	Case Study Assignment and Participation	30%
3.	Team Project	30%

課程進度

週次	日期	單元主題
第1週	2/20	Introduction (Brand Creation and Co-Creation、Brand Extension、Brand Transition and Rejuvenation、 Global Branding)
第2週	2/27	No Class
第3週	3/6	Global Brands and Brand Management (Ch 1); Branding Brief (BB)1 -1: Cola’s Branding Lesson , BB 1 -2: Branding Commodities; Samsung Electronics Company
第4週	3/13	Developing a Brand Strategy I : Brand Planning and Positioning (Ch 2); BB 2-2: Nike Brand Mantra , BB 2-3: Disney Brand Mantra
第5週	3/20	Developing a Brand Strategy II: Brand Resonance and the Brand Value Chain (Ch 3); BB3-1: Building Brand Communities; Intel Corporation: Building an Ingredient
第6週	3/27	Brand Architecture I (4, 5, 6, 7) ; BB 4-2: Benetton’s Brand Equity; BB 5-1: Marlboro’s Price Drop; BB 6-1: Brand Building via X Games; Progress Report I
第7週	4/3	No Class
第8週	4/10	Brand Architecture II (Ch 4, 5, 6, 7); BB 7-1: IBM Promotes Brand Architecture II (Ch 4, 5, 6, 7); BB 7-3: Ingredient Branding the Dupont Way; Red Bull – Building Brand Equity in Non-Traditional Ways
第9週	4/17	Brand Metrics (Ch 8, 9, 10) ; BB 8-1: Sample Brand Tracking Survey; BB 9-2: Nescafe Instant Coffee; Nike: Build a Global Brand
第10週	4/24	Brand Growth I (Ch 11, 12, 13, 14, 15) ; BB 11-1: Brand Growth I (Ch 11, 12, 13, 14, 15) ; BB 11-1: Expanding the Marriott Brand, BB 12-1: Growing the McDonald’s Brand; Progress Report II
第11週	5/1	Brand Growth II (Ch 11, 12, 13, 14, 15) ; BB 12-2: Are There Any Boundaries to the Virgin Brand Name?, BB 14-4: Managing Global Nestle Brands; Ducati- Rebuilding a Passion Brand
第12週	5/8	Mid-term Exam
第13週	5/15	Global Branding Strategy I (Kumar & Steenkamp Ch 1, 2, 3);
第14週	5/22	Global Branding Strategy II (Kumar & Steenkamp Ch 4, 5, 6)
第15週	5/29	No Class
第16週	6/5	Global Branding Strategy III (Kumar & Steenkamp Ch 7, 8)
第17週	6/12	Team Project Final Report
第18週	6/19	Team Project Final Report