品牌經營策略
Strategic Brand Management
學期
107-1
學分
3
學分
當期課號
5518
永久課號
ITM5191
開課單位
科技管理研究所
授課教師
林亭汝
校區
光復
類別
選修
上課時間表
| 節 | 週六 |
|---|---|
5 13:20–14:10 | 品牌經營策略 A722 3 節連堂 |
6 14:20–15:10 | |
7 15:30–16:20 |
* 根據陽明交大上課時間表所列
概述
This course highlights the strategic implications of branding for organizations and delivers a set of tools for effective brand management. Course objective is to learn and apply key elements of crafting and driving brand strategy, evaluating strategic options, and understanding Marketing’s role and accountabilities in brand and strategy decision-making.
教學方式
教師講授、小組報告
評分方式
1學期作業 小組行銷個案報告3次 2.考試狀況期中考、期末考 3.評量方法 平時成績(出席率、平時考)30%;期中考30%;期末考40%
課程大綱
- Introduction to Brand Marketing
- Brand management strategies
週次計畫
| 週次 | 主題 |
|---|---|
| 第 1 週 | Course Introduction: Brands and Brand Management |
| 第 2 週 | Customer-Based Brand Equity |
| 第 3 週 | Brand Positioning |
| 第 4 週 | Choosing Brand Elements to Build Brand Equity |
| 第 5 週 | Designing Marketing Programs to Build Brand Equity |
| 第 6 週 | Integrating Marketing Communications to Build Brand Equity |
| 第 7 週 | Leveraging Secondary Brand Associations to Build Brand Equity |
| 第 8 週 | Developing a Brand Equity Measurement and Management System |
| 第 9 週 | 期中考 |
| 第 10 週 | Measuring Sources of Brand Equity: Capturing Customer Mind-Set |
| 第 11 週 | Measuring Outcomes of Brand Equity: Capturing Market Performance |
| 第 12 週 | Designing and Implementing Branding Strategies |
| 第 13 週 | Introducing and Naming New Products and Brand Extensions |
| 第 14 週 | Managing Brands over Time |
| 第 15 週 | Managing Brands over Geographic Boundaries and Market Segments |
| 第 16 週 | Marketing Case (1) |
| 第 17 週 | Marketing Case (2) |
| 第 18 週 | 期末考 |
教科書
Kevin Lane Keller Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4th Edition
Office Hours
- 地點
- A714
- 時間
- 待安排
- 聯絡方式
- 以電子郵件預約