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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 |
110-2 |
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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 |
724EM0310 |
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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 |
管一405 |
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備註 |
本課程以英語授課。先修科目 : 行銷管理。
限碩士班以上
總人數上限：50人
外系人數限制：10人 |
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Ceiba 課程網頁 |
http://ceiba.ntu.edu.tw/1102IB7095_ |
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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 |
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. |
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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 |
he 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 |
另約時間 |
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指定閱讀 |
待補 |
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參考書目 |
閱讀材料：
1. Feick, Lawrence, Martin Roth, Michael Deighan, and Stuart James (2010) Country Manager: The International Marketing Simulation. Charlottesville, Virginia: Interpretive Software Inc. (ISBN: 1885837283). http://www.interpretive.com/
2. Keller, K. L. & Swaminathan, V. (2020). Strategic Brand Management, 5th ed., Pearson.
3. 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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週次 |
日期 |
單元主題 |
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第1週 |
2/16 |
Course Orientation |
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第2週 |
2/23 |
Introduction to Global Brand Management |
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第3週 |
3/02 |
Introduction to Global Brand Management |
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第4週 |
3/09 |
Brand Equity, Brand Positioning and Brand Resonance |
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第5週 |
3/16 |
Brand Equity, Brand Positioning and Brand Resonance |
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第6週 |
3/23 |
Choosing Brand Elements to Build Brand Equity |
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第7週 |
3/30 |
Designing Marketing Programs to Build Brand Equity |
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第8週 |
4/06 |
Managing Brands Over Geographic Boundaries And Market Segments |
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第9週 |
4/13 |
Mid term Team Project Proposal Presentation |
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第10週 |
4/20 |
Guest Speech |
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第11週 |
4/27 |
Leveraging Secondary Brand Associations to Build Brand Equity |
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第12週 |
5/04 |
Designing and Implementing Branding Architecture Strategies |
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第13週 |
5/11 |
Introducing and Naming New Products and Brand Extensions |
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第14週 |
5/18 |
Managing Corporate Brands |
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第15週 |
5/25 |
Final Team Project Country manager Presentation |
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第16週 |
6/01 |
Final Team Project Country manager Presentation |
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