課程資訊
課程名稱
 全球品牌管理
Global Brand Management 
開課學期
 104-1 
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 
全/半年
 半年 
必/選修
 必修 
上課時間
 星期五7,8,9(14:20~17:20) 
上課地點
  
備註
 上課地點：管二203教室。
限碩士班以上
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/1041IB7017_GBM2015 
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
 1. Holt, D. B., J. A. Quelch and E. L. Taylor (2004) “How Global Brands Compete,” Harvard Business Review, 82(9): 68-75.
2. 尼拉吉．達瓦爾 (Niraj Dawar), 查倫．巴加 (Charan K. Bagga)，「繪製最佳品牌策略 (A Better Way to Map Brand Strategy)」, 哈佛商業評論全球繁體中文版，2015年6月號: 頁100-108.
3. 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
4. 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
5. 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
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. 王毓雯，「他為何能打敗三星？」, 商業週刊，第1411期，2014年12月1日出刊
10. 吳中傑「服侍小米們　蔡明介、郭台銘這樣做」, 商業週刊，第1411期，2014年12月1日出刊
11. Sheth, Jagdish N. (2011) “Impact of Emerging Markets on Marketing: Rethinking Existing Perspectives and Practices.” Journal of Marketing, Vol. 75, July, 166-182.
12. 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
13. 馬薩．奇隆佳 (Mutsa Chironga)阿察．勒克 (Acha Leke)蘇珊．倫德 (Susan Lund)艾倫德．瓦密倫 (Arend van Wamelen), 「登陸非洲新商機 (Cracking the Next Growth Market: Africa )」, 哈佛商業評論全球繁體中文版，2011年5月號: 頁126-134.
14. 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.
15. 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.

 
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. 
 Case Study Assignment and Participation 
30% 
  
2. 
 Exam 
40% 
  
3. 
 3. Team Project 
30% 
  
 
課程進度
週次
日期
單元主題
第1週
 9/18  Introduction 
第2週
 9/25  Global Brands and Brand Management (Ch 1); Branding Brief 1 -1: Cola’s Branding Lesson , 1 -2: Branding Commodities, 1-3:Place Branding; Samsung Electronics Company 
第3週
 10/02  Developing a Brand Strategy I : Brand Planning and Positioning (Ch 2); BB 2-1: Positioning Politicians , 2-2: Nike Brand Mantra , 2-3: Disney Brand Mantra 
第4週
 10/09  No Class 
第5週
 10/16  Developing a Brand Strategy II: Brand Resonance and the Brand Value Chain (Ch 3); BB3-1: Building Brand Communities; UnME Jeans 
第6週
 10/23  Brand Architecture I (4, 5, 6, 7) ; 4-2: Benetton’s Brand Equity; BB5-1: Marlboro’s Price Drop; BB6-1: Brand Building via X Games; Intel Corporation: Building an Ingredient 
第7週
 10/30  Brand Architecture II (Ch 4, 5, 6, 7); BB7-1: IBM Promotes a Smarter Planet, 7-3: Ingredient Branding the Dupont Way; Progress Report I; 
第8週
 11/06  Brand Metrics (Ch 8, 9, 10) ; BB 8-1: Sample Brand Tracking Survey; BB 9-2: Nescafe Instant Coffee; Red Bull – Building Brand Equity in Non-Traditional Ways 
第9週
 11/13  Brand Growth I (Ch 11, 12, 13, 14, 15) ; BB 11-1: Expanding the Marriott Brand, BB 12-1: Growing the McDonald’s Brand, 12-2: Are There Any Boundaries to the Virgin Brand Name?; Nivea: Managing a Brand Hierarchy;Mountain Man Brewing Co 
第10週
 11/20  Brand Growth II (Ch11,12, 13, 14,15) ; BB13-2: Remaking Burberry’s Image, 13-3: Harley Davidson Motor Company,13-4: A New Morning for Mountain Dew; Ducati- Rebuilding a Passion Brand; Progress Report II 
第11週
 11/27  Mid-term Exam 
第12週
 12/04  Global Branding Strategy I (Ch 11,12, 13, 14,15) ; BB14-1: Marketing to African Americans, 14-2: Coco Cola Becomes the Quintessential Global Brands, 14-4: Managing Global Nestle Brands, 15-2: Reinvigorating Branding at Procter & Gamble 
第13週
 12/11  Global Branding Strategy II (Kumar & Steenkamp Ch 1, 2, 3) ; Samsung Electronics Company 
第14週
 12/18  Global Branding Strategy III (Kumar & Steenkamp Ch 4, 5, 6) 
第15週
 12/25  Global Branding Strategy IV (Kumar & Steenkamp Ch 7, 8)  
第16週
 1/01  No Class 
第17週
 1/08  Team Project Final Report 
第18週
 1/15  Team Project Final Report