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課程名稱 |
全球品牌管理
Global Brand Management |
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開課學期 |
112-1 |
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授課對象 |
管理學院 國際企業學研究所 |
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授課教師 |
簡睿哲 |
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課號 |
IB7095 |
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課程識別碼 |
724 M0310 |
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班次 |
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學分 |
3.0 |
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全/半年 |
半年 |
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必/選修 |
必修 |
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上課時間 |
星期三7,8,9(14:20~17:20) |
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上課地點 |
管二303 |
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備註 |
限碩士班以上
總人數上限：60人
外系人數限制：10人 |
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課程簡介影片 |
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核心能力關聯 |
核心能力與課程規劃關聯圖 |
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課程大綱
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課程概述 |
本課程主要是讓學生了解全球品牌的相關基本觀念，品牌發展策略以及作法。另外也會聚焦於如何品牌再造以及國際化相關議題。主要涵蓋的主題包括品牌定位，品牌權益，品牌發展，品牌再造，品牌國際化以及品牌組合策略。
此外，本課程本學期特別安排與全球最大美妝品牌巴黎萊雅合作。部分課程由巴黎萊雅高階主管來分享講授品牌電商與行銷數據分析等相關議題。
本堂課聚焦於兩個專案企劃，分別是巴黎萊雅的專案以及品牌再造與國際化專案。
本堂課預期讓學生了解全球品牌相關策略作法以及基本觀念。
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 rebranding strategy. Every team must study a different brand. The formal requirements for the brand audit project are two projects in the mid term and final term. |
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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. |
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課程要求 |
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 simulation tools. Presentations, readings, projects, and a computer-based international marketing simulation game, Country Manager, will be used. The simulation will entail selecting a new Asia market for entry, establishing a brand presence in that market, and expanding into additional foreign markets. Particularly the aims of the course unit are the following:
1. Develop models for assessing foreign market attractiveness, particularly for countries of the Asia-pacific regions.
2. Develop plans for foreign market entry and growth, particularly for countries of the Asia-pacific regions.
3. Implement marketing and manufacturing strategies in multiple foreign markets
4. Analyze business performance at national and regional levels
5. Identify factors affecting global branding success
6. Present business strategies and results
Pedagogically, this course heavily relies upon case-based learning and simulation 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. |
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預期每週課後學習時數 |
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Office Hours |
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指定閱讀 |
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參考書目 |
閱讀材料：
1. Keller, K. L. & Swaminathan, V. (2020). Strategic Brand Management, 5th ed., Pearson.
2. 邱志聖 (2017) 品牌策略與管理。 初版。智勝文化事業股份有限公司。 |
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評量方式
(僅供參考) |
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