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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 |
101-2 |
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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 |
陳厚銘 |
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課號 |
IB5046 |
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課程識別碼 |
724 U4550 |
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班次 |
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學分 |
3 |
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全/半年 |
半年 |
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必/選修 |
選修 |
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上課時間 |
星期一2,3,4(9:10~12:10) |
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上課地點 |
管一403 |
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備註 |
限學士班三年級以上
總人數上限：27人 |
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Ceiba 課程網頁 |
http://ceiba.ntu.edu.tw/1012GlobalM |
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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 |
The concept of "brand" 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 Strategy. This class attempts to cover all the topics that a global brand manager needs to know, if time is permitted. |
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課程目標 |
This course is designed to provide an informed appreciation of global brand management as an academic subject as well as an increasingly important management practice. Linked to this attempt are the three following aims: i) to explore brand-product strategies: increase understanding of the important issues in planning and evaluating brand strategies; ii) to lean the key steps of the analytical process to help grow a brand globally; iii) to understand the appropriate theories, models, and other tools to make better branding decisions and iv) to learn to define measurable brand objectives in the global context.
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課程要求 |
The course grades will be based on the following elements:
1. Case Study Assignment and Participation 30%
2. Class Attendance 10%
3. Mid-term Exam 30%
4. Team Project 30%
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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 |
1. Keller, Kevin Lane (2008), Strategic Brand Management, Third ed., Prentice –Hall
2. Keller, Kevin Lane (2003), Lessons from the World’s Strongest Brands, Prentice –Hall
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參考書目 |
Reading
1. Khanna, T., Song, J., and Lee, K. (2011), “The Paradox of Samsung's Rise”, Harvard Business Review, 89(7/8): 142-147
2. Wakayama, T., Shintaku, J., and Amano, Tomofumi. (2012), “What Panasonic Learned in China”, Harvard Business Review, 90(12): 109-113.
3. Ichii, Shigeki, Hattori, Susumu and Michael, David, (2012), “How to Win in Emerging Markets: Lessons from Japan”, Harvard Business Review, 90(5): 126-130.
4. Casadesus-Masanell, Ramon, and Tarziján, Jorge (2012), “When One Business Model Isn't Enough”, Harvard Business Review, 90(1/2): 132-137.
5. Sheth, Jagdish N. (2011) “Impact of Emerging Markets on Marketing: Rethinking Existing Perspectives and Practices.” Journal of Marketing, Vol. 75, July, 166-182.
6. Ettenson, R., Conrado, E., and Knowles, J. (2013), “Rethinking the 4 P's ”, Harvard Business Review, 91(1): 26-26.
7. Kotler, Philip (2011), “Reinventing Marketing to Manage the Environmental Imperative,” Journal of Marketing, 75(4), 132-135
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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 |
2/18 |
Introduction |
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第2週 |
2/25 |
Global Brands and Brand Management (Chapter 1) |
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第3週 |
3/04 |
Brand Planning and Positioning (Ch 3) ; Branding Brief 1 -2, 1-3; BB 1-4, 1-5; BB 3-1, 3-3 |
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第4週 |
3/11 |
Intel Corporation: Building an Ingredient; BB 3-4, 3-6, BB 3-7, 2-1, BB 2-2, 2-3 |
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第5週 |
3/18 |
Brand Architecture I (Ch 2, 4, 5, 6, 7) ; BB 4-1,4-2, BB 4-3, 4-4, BB 4-5, 5-1; iPod: Creating an Iconic Brand |
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第6週 |
3/25 |
Brand Architecture II (Ch 2, 4, 5, 6, 7) ; BB5-2,5-3, BB5-4, 6-1, BB6-2, 6-3; Progress Report I |
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第7週 |
4/01 |
Brand Architecture III (Ch 2, 4, 5, 6, 7) ; BB6-4,6-5, BB6-6, 7-1, BB7-2, 7-3; Levi Strauss & Co. Creating a Sub-Brand |
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第8週 |
4/08 |
Samsung Electronics Company; BB7-4, 7-5, BB7-6,7-7 |
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第9週 |
4/15 |
Mid-term Exam |
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第10週 |
4/22 |
Brand Metrics I (Ch 8, 9, 10) ; BB 8-1,8-2, BB 8-3, 8-4, BB 8-5, 8-6; Nike: Build a Global Brand |
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第11週 |
4/29 |
Brand Metrics II (Ch 8, 9, 10) ; BB 9-3, 9-4, BB10-1, 11-1, BB 11-3, 11-5; Progress Report II |
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第12週 |
5/06 |
Brand Growth I (Ch 11, 12, 13, 14, 15) ; BB 11-7, 11-8, BB 12-1, 12-2, BB 12-3, 12-4; Red Bull – Building Brand Equity in Non-Traditional Ways |
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第13週 |
5/13 |
Brand Growth II (Ch11,12, 13, 14,15) ; BB 12-5, 12-6; Nivea: Managing a Brand Hierarchy |
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第14週 |
5/20 |
Brand Growth III (Ch 11,12, 13, 14,15) ; BB13-1,13-2, BB 13-4, 13-6, BB13-7, 13-9; Progress Report III |
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第15週 |
5/27 |
Starbucks Corporation: Managing a High Growth Brand; BB13-11, 14-1, BB14-2,14-3, BB14-4,14-5 |
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第16週 |
6/03 |
Ducati- Rebuilding a Passion Brand; BB14-6, 15-1; BB15-1,15-3, BB15-4,15-5 |
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第17週 |
6/10 |
Team Project Final Report |
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第18週 |
6/17 |
Team Project Final Report |
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