|
課程名稱 |
全球品牌管理
Global Brand Management |
|
開課學期 |
109-2 |
|
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 |
IB7095 |
|
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 |
管二302 |
|
備註 |
先修科目 : 行銷管理。
限碩士班以上
總人數上限：50人 |
|
Ceiba 課程網頁 |
http://ceiba.ntu.edu.tw/1092IB7095_ |
|
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 |
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 |
1. Keller, Kevin Lane and Swaminathan, Vanitha (2020), Strategic Brand Management, 5th ed., Pearson.
2. Keller, Kevin Lane (2003), Lessons from the World’s Strongest Brands, Prentice –Hall
3. Kumar, Nirmalya and Steenkamp, Jan-Benedict E.M (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.
|
|
參考書目 |
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. Sheth, Jagdish N. (2011) “Impact of Emerging Markets on Marketing: Rethinking Existing Perspectives and Practices.” Journal of Marketing, Vol. 75, July, 166-182
5. 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.
6. 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
7. 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
8. 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
9. 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.
10. 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.
11. 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
12. 尼拉杰．達瓦 (Niraj Dawar), 「行銷在地化行不行？」, 哈佛商業評論全球繁體中文版，2017年3月號
13. 歐馬．羅迪格茲．維拉 (Omar Rodríguez Vilá ), 桑達．巴拉瓦( Sundar Bharadwaj), 「社會與品牌雙贏策略」, 哈佛商業評論全球繁體中文版，2017年10月號
14. 陳厚銘，「褪去『隱形斗篷』，展現台灣品牌價值」,經新聞《名家論》，2017年9月17日
15. 陳厚銘，「觀念平台－新興市場是台商建立及發展品牌的實踐基地」, 工商時報，2018年09月10日
16. 陳厚銘，「名家評論－後疫情時代的台商戰略」, 工商時報，2020年7月7日
17. 陳厚銘，「名家評論－組織敏捷性是企業轉型變革的關鍵」, 工商時報，2021年1月7日
|
|
評量方式
(僅供參考) |
|
No. |
項目 |
百分比 |
說明 |
|
1. |
1. Case Study Assignment and Participation |
30% |
|
2. |
Midterm exams |
40% |
|
3. |
Team Project |
30% |
|
|
|
週次 |
日期 |
單元主題 |
|
第1週 |
2/22 |
Introduction (Brand Creation and Co-Creation、Brand Extension、Brand Transition and Rejuvenation、 Global Branding) |
|
第2週 |
3/1 |
No Class |
|
第3週 |
3/8 |
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 |
3/15 |
Developing a Brand Strategy I : Brand Planning and Positioning (Ch 2); BB 2-3: Nike Brand Mantra , BB 2-4: Disney Brand Mantra; Nike: Build a Global Brand
|
|
第5週 |
3/22 |
Developing a Brand Strategy II: Brand Resonance and the Brand Value Chain (Ch 3); BB3-1；Building Brand Communities; BB3-2: How Digital Platform-Based Brands Create Customer Engagement |
|
第6週 |
3/29 |
Brand Architecture I (4, 5, 6, 7) ; BB 4-2: Updating Betty Crocker; BB 5-1: Yeti Is the Cooler Brand; Progress Report I |
|
第7週 |
4/5 |
No Class |
|
第8週 |
4/12 |
Brand Architecture II (Ch 4, 5, 6, 7); BB 6-1: Brand Building via X Games; BB 7-1: The Phenomenal Rise of Amazon; Intel Corporation: Building an Ingredient |
|
第9週 |
4/19 |
Brand Architecture III (Ch 4, 5, 6, 7, 8); BB 7-4: Campaigning Using Clicks with Google AdWords ; BB 8-3: Ingredient Branding the Dupont Way |
|
第10週 |
4/26 |
Brand Metrics (Ch 9, 10, 11); BB 9-1: The Role of Personas; |
|
第11週 |
5/3 |
Brand Growth I (Ch 12, 13, 14, 15) ; BB 12-2: Expanding the Marriott Brand, BB 13-1: Growing the McDonald’s Brand BB 13-2: Are There Any Boundaries to the Virgin Brand Name? Progress Report II |
|
第12週 |
5/10 |
Brand Growth II (Ch 12, 13, 14, 15) ; BB 14-4: Harley Davidson Motor Company; BB 14-5: A New Morning for Mountain Dew; BB 14-6: Remaking Burberry’s Image; BB 15-4: Managing Global Nestle Brands; Ducati- Rebuilding a Passion Brand |
|
第13週 |
5/17 |
Mid-term Exam |
|
第14週 |
5/24 |
Global Branding and Emergent Markets I (Kumar & Steenkamp Ch 1, 2, 3, 4) |
|
第15週 |
5/31 |
Global Branding and Emergent Markets II (Kumar & Steenkamp Ch 5, 6, 7, 8) |
|
第16週 |
6/7 |
Team Project Final Report |
|
第17週 |
6/14 |
No Class |
|
第18週 |
6/21 |
Team Project Final Report |
|