課程資訊
課程名稱
 全球品牌管理
GLOBAL BRAND MANAGEMENT 
開課學期
 96-2 
授課對象
 管理學院  國際企業學系  
授課教師
 陳厚銘 
課號
 IB5046 
課程識別碼
 724 U4550 
班次
  
學分
 3 
全/半年
 半年 
必/選修
 選修 
上課時間
 星期五2,3,4(9:10~12:10) 
上課地點
  
備註
 教室：管貳304。先修科目:行銷管理或行銷管理學(適用全校學生,含研究生)。
限本系所學生(含輔系、雙修生)
總人數上限：50人 
  
課程簡介影片
 
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課程大綱
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課程概述

The concept of branding is one of the most emphasized topics in marketing today. Building and managing a successful brand in the international arena is potentially the most challenging and rewarding endeavor an organization can undertake. Key topics covered include: Global Product Development, Global Brand Repositioning, Brand Valuation, Global Branding Strategies and Brand Portfolio Strategies.  

課程目標
 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. This class attempts to cover all the topics that an international marketing manager needs to know. The team project calls for student teams to develop global branding strategies for Taiwanese firms chosen by the students. 
課程要求
  
預期每週課後學習時數
  
Office Hours
 每週三 14:00~17:00 
指定閱讀
  
參考書目
 Course Materials:


1. Keller, Kevin Lane (2008), Strategic Brand Management, 3rd Edition, Prentice –Hall ( Required Text)
2. Keller, Kevin Lane (2003), Lessons from the World’s Strongest Brands, Prentice –Hall
3. Chernatony, Leslie (2006), From Brand Vision to Brand Evaluation, Second ed., Butterworth-Heinemann.
4. Aaker, David A. (2004), Brand Portfolio Strategy, Free Press.
5. Aaker, David A. (1996), Building Strong Brands, Free Press.
6. Aaker, David A and Erich Joachimsthaler (2000), Brand Leadership: The Next Level of the Brand Revolution, Free Press
7. Aaker, David A. (1991), Managing Brand Equity, Free Press.
8. Ries, Al and Laura Ries (2004), The Origin of Brands, Harper Business.
9. Clifton, Rita and John Simmons (2003), Brands and Branding, Bloomberg Press.
10. Davis, Scott M. (2002), Brand Asset Management, Jossey-Bass.
11. 施振榮(2005), 全球品牌大戰略，天下雜誌出版社
12. Handouts
Reading
1. Aaker, David A. (2003), “The Power of Brand Differentiation”, MIT Sloan Management Review, Fall 2003.
2. Aaker, David A. and Joachimsthaler, E. (1997),  
評量方式
(僅供參考)
  
No.
項目
百分比
說明
1. 
 Attendance and Class Participation  
20% 
  
2. 
 Midterm 
30% 
  
3. 
 Case Study and Team Project 
50% 
  
 
課程進度
週次
日期
單元主題
第1週
 2/22 
Introduction 
第2週
 2/29  Global Brand Strategy ; Read text Chapter 1;
 
第3週
 3/07  Building Brand Equity; Read text Chapter 2; BB1-1 (Branding Briefs 1-1), BB1-4; BB1-5; BB-2-2  
第4週
 3/14  Read text Chapter 3; BB-3-6;BB3-7;BF3.0 (Brand Focus 3.0);
 
第5週
 3/21  Read text Chapter 4; BB4-1;BB4-3; Reading 1,2
 
第6週
 3/28  Read text Chapter 5 and 6; BB5-2; BF5.0; BF6.0;  
第7週
 4/04  No Class 
第8週
 4/11  Read text Chapter 7; BB7-1; BB7-6; Red Bull: Building Branding Equity in New Ways  
第9週
 4/18  Measuring Brand Equity ; Read text Chapter 8, 9 and 10; BB8-2; BB8-5; BF9.0; BF10.0; Reading 17 
第10週
 4/25  Managing Brand Equity ; Read text Chapter 11; BB11-3; BF11.0; Levistrauss & Co. Creating a Sub-Brand 
第11週
 5/02  Read text Chapter 12; BB12-1; BB12-4; BB12-5 
第12週
 5/09  Read text Chapter 13;BB13-4; BB13-6; BB13-7; BF13.0; Nike: Build a Global Brand;
 
第13週
 5/16  Midterm Exam 
第14週
 5/23  Read text Chapter 14; BB14-4; BB14-6; BF14.0; Nivea: Managing a Brand Hierarchy; Reading 15 
第15週
 5/30  Read text Chapter15;Starbucks Corporation: Managing a High Growth Brand; Reading14,21 
第16週
 6/06  Reading 7, 16
 
第17週
 6/13  Team Project Report  
第18週
 6/20  Team Project Report