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 |
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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 |
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核心能力關聯 |
核心能力與課程規劃關聯圖 |
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. |
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 |
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Office Hours |
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指定閱讀 |
Keller, K. L. & Swaminathan, V. (2020). Strategic Brand Management, 5th ed., Pearson. |
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。 |
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% |
|
|
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 |
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