課程資訊
課程名稱
 全球品牌管理
Global Brand Management 
開課學期
 102-2 
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
 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
 星期五6,7,8(13:20~16:20) 
上課地點
 管二203 
備註
 限學士班三年級以上
總人數上限：27人 
課程簡介影片
 
核心能力關聯
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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.  

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.

 
課程要求
 The course grades will be based on the following elements:
1. Case Study Assignment and Participation 30%
2. Exam 40%
4. Team Project 30%

 
預期每週課後學習時數
  
Office Hours
  
指定閱讀
 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.

 
參考書目
 1. Aaker, David A. (2004), Brand Portfolio Strategy, Free Press.
2. Aaker, David A. (1996), Building Strong Brands, Free Press.
3. Chernatony, Leslie (2006), From Brand Vision to Brand Evaluation, Second ed., Butterworth-Heinemann.
4. Davis, Scott M. (2002), Brand Asset Management, Jossey-Bass.
5. 施振榮(2005), 全球品牌大戰略，天下雜誌出版社
 
評量方式
(僅供參考)
    
課程進度
週次
日期
單元主題
第1週
 2/21  Introduction 
第2週
 2/28  No Class 
第3週
 3/07  Global Brands and Brand Management (Ch 1); Branding Brief 1 -2,1 -2, 1-3; Samsung Electronics Company 
第4週
 3/14  Developing a Brand Strategy I : Brand Planning and Positioning (Ch 2);BB 2-1, 2-2, 2-3 
第5週
 3/21  Developing a Brand Strategy II: Brand Resonance and the Brand Value Chain (Ch 3); BB3-1; Nike: Build a Global Brand 
第6週
 3/28  Brand Architecture I (4, 5, 6, 7) ; BB 4-1,4-2; Progress Report I;MAXXIS CASE  
第7週
 4/04  No Class  
第8週
 4/11  Brand Architecture II (Ch 4, 5, 6, 7) ; BB5-1,5-2; ASO CASE 
第9週
 4/18  Brand Architecture III (Ch 4, 5, 6, 7) ; BB6-1; Progress Report II 
第10週
 4/25  Brand Architecture IV (Ch 4, 5, 6, 7); BB7-1, 7-2, 7-3; Intel Corporation: Building an Ingredient 
第11週
 5/02  Mid-term Exam 
第12週
 5/09  Brand Metrics I (Ch 8, 9, 10) ; BB 8-1,8-2; ; ASO CASE  
第13週
 5/16  Brand Metrics II (Ch 8, 9, 10) ; BB 9-2, 9-3, 10-1 
第14週
 5/23  Brand Growth I (Ch 11, 12, 13, 14, 15) ; BB 11-1, 11-3, BB 12-1, 12-2, 12-3; Johnson Health Tech. Case; Progress Report III 
第15週
 5/30  Brand Growth II (Ch11,12, 13, 14,15) ; BB13-1, 13-2, 13-3,13-4; Nivea: Managing a Brand Hierarchy 
第16週
 6/06  Brand Growth III (Ch 11,12, 13, 14,15) ; BB14-1, 14-2, 14-3, 14-4, 15-2; Ducati- Rebuilding a Passion Brand; 
第17週
 6/13  Team Project Final Report 
第18週
 6/20  Team Project Final Report