課程資訊
課程名稱
全球品牌管理
Global Brand Management 
開課學期
108-2 
授課對象
管理學院  國際企業學研究所  
授課教師
許嘉文 
課號
IB7095 
課程識別碼
724 M0310 
班次
 
學分
3.0 
全/半年
半年 
必/選修
必修 
上課時間
星期五2,3,4(9:10~12:10) 
上課地點
管二103 
備註
先修科目 : 行銷管理。
限碩士班以上
總人數上限:70人
外系人數限制:10人 
Ceiba 課程網頁
http://ceiba.ntu.edu.tw/1082IB7095_ 
課程簡介影片
 
核心能力關聯
核心能力與課程規劃關聯圖
課程大綱
為確保您我的權利,請尊重智慧財產權及不得非法影印
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. 

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. 
課程要求
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. 
預期每週課後學習時數
 
Office Hours
 
參考書目
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。 
指定閱讀
Keller, K. L. & Swaminathan, V. (2020). Strategic Brand Management, 5th ed., Pearson. 
評量方式
(僅供參考)
 
No.
項目
百分比
說明
1. 
Course Participation 
20% 
 
2. 
Croup Presentation & Comments 
20% 
 
3. 
Mid-term and Final Exam 
30% 
 
4. 
Team Project 
30% 
 
 
課程進度
週次
日期
單元主題
第1週
3/06  Course Orientation
Hand in team organization sheet to the instructor 
第2週
3/13  Introduction to Global Brand Management
* Keller & Swaminathan, Chapter 1
* Chiou, Chapter 1 
第3週
3/20  Brand Equity, Brand Positioning and Brand Resonance
* Keller & Swaminathan, Chapter 2 & 3
* Chiou, Chapter 2 & 3
* Brand Focus 2.0, Reading 1 
第4週
3/27  Choosing Brand Elements to Build Brand Equity
* Keller & Swaminathan, Chapter 4
* Brand Focus 3.0, Reading 2 
第5週
4/03  Spring Vacation 
第6週
4/10  Designing Marketing Programs to Build Brand Equity
* Keller & Swaminathan, Chapter 5
* Chiou, Chapter 6
* Brand Focus 4.0, Reading 3 
第7週
4/17  Integrating Marketing Communications to Build Brand Equity
* Keller & Swaminathan, Chapter 6
* Brand Focus 5.0, Reading 4 
第8週
4/24  Mid-term examination 
第9週
5/01  Team Project Mid-term Presentation 
第10週
5/08  Guest Speech
* 社群大數據:網路口碑及輿情分析 
第11週
5/15  Leveraging Secondary Brand Associations to Build Brand Equity
* Keller & Swaminathan, Chapter 8
* Brand Focus 7.0, Reading 5
 
第12週
5/22  Measuring Sources and Outcomes of Brand Equity
* Keller & Swaminathan, Chapter 10
* Chiou, Chapter 4, 7, & 10
* Brand Focus 8.0, Reading 6 
第13週
5/29  Designing and Implementing Branding Architecture Strategies
* Keller & Swaminathan, Chapter 12
* Chiou, Chapter 8
* Brand Focus 12.0, Reading 7 
第14週
6/05  New Products, Brand Extensions and Managing Corporate Brands
* Keller & Swaminathan, Chapter 13 & Chapter 14
* Chiou, Chapter 11 & 12
* Brand Focus 13.0, Reading 8 
第15週
6/12  Team Project Final Presentation 
第16週
6/19  Final examination 
第17週
6/26  Dragon Boat Festival 
第18週
7/3  Course Integration