Type of Credit: Elective
Credit(s)
Number of Students
經由品牌設計、品牌整合行銷傳播、品牌資產管理與評估課程內容設計與講授，利用多元教學方式例如品牌個案研討、品牌行銷模式、品牌CIS設計、課堂互動式教學提升學員品牌素養與品牌能力。
能力項目說明
課程主軸由品牌化(Branding)切入，進而發展強勢品牌(Strong Brand)，期望建立國際級/國家級大品牌(Brand Equity)。品牌是當今行銷傳播之顯學，希望經由課程之互動，提升學生對品牌終身學習之興趣。
| 教學週次Course Week | 彈性補充教學週次Flexible Supplemental Instruction Week | 彈性補充教學類別Flexible Supplemental Instruction Type |
|---|---|---|
| 週次Week | 課程主題Course Theme | 課程內容與指定閱讀Content and Reading Assignment | 教學活動與作業Activity and Homework | 學習投入時數Estimated time devoted to coursework per week | |
|---|---|---|---|---|---|
| 課堂講授Lecture Hours | 課程前後Preparation Time | ||||
|
1
|
Introduction |
Introduction |
原田進/品牌設計 |
3.0
|
4.5
|
|
2
|
Brands & Brands Mgmt |
Brands & Brands Mgmt |
原田進/品牌設計 |
3.0
|
4.5
|
|
3
|
Brands Positioning & Values |
Brands Positioning & Values |
原田進/品牌設計 |
3.0
|
4.5
|
|
4
|
Customer-based Brand Equity |
Customer-based Brand Equity |
原田進/品牌設計 |
3.0
|
4.5
|
|
5
|
分組報告 |
分組報告 |
分組報告 |
3.0
|
4.5
|
|
6
|
Choose Brand Elements |
Choose Brand Elements |
原田進/品牌設計 |
3.0
|
4.5
|
|
7
|
Marketing Strategy to Brand Equity |
Marketing Strategy to Brand Equity |
原田進/品牌設計 |
3.0
|
4.5
|
|
8
|
Marketing Programs to Brand Equity |
Marketing Programs to Brand Equity |
原田進/品牌設計 |
3.0
|
4.5
|
|
9
|
Mid-Term Exam |
Mid-Term Exam |
原田進/品牌設計 |
3.0
|
4.5
|
|
10
|
IMC to Build Brand Equity |
IMC to Build Brand Equity |
Keller/Brand Marketing |
3.0
|
4.5
|
|
11
|
Secondary Brand Knowledge to Brand Equity |
Secondary Brand Knowledge to Brand Equity |
Keller/Brand Marketing |
3.0
|
4.5
|
|
12
|
Measurement on Brand Equity |
Measurement on Brand Equity |
Keller/Brand Marketing |
3.0
|
4.5
|
|
13
|
Measuring Sources of Brand Equity |
Measuring Sources of Brand Equity |
Keller/Brand Marketing |
3.0
|
4.5
|
|
14
|
Implementing Brand Strategies |
Implementing Brand Strategies |
Keller/Brand Marketing |
3.0
|
4.5
|
|
15
|
Brand Extensions |
Brand Extensions |
Keller/Brand Marketing |
3.0
|
4.5
|
|
16
|
Brands Management |
Brands Management |
Case Report |
3.0
|
4.5
|
|
17
|
分組報告 |
分組報告 |
分組報告 |
3.0
|
4.5
|
|
18
|
Final Exam |
Final Exam |
Term Report |
3.0
|
4.5
|
1.上課資料除了原來兩本外文書外，博士班要求另外兩個資料的參研，
(1)最近三年品牌文獻之整理及趨勢之掌握
(2)新增一本教科書-溫伯格&梅爾斯(2017)打造爆紅集客力，天下商周出版
2.除了品牌個人報告外，博士生針對品牌文獻發展，以及集客力之資訊傳播之關聯，在課堂中作個人報告，共計除了品牌專章報告外，再加兩個專題報告。
3.本課程期末報告，碩士班是採分組報告，博士生針對成功品牌，要作個人總結報告。
Jersey，2016(華泰書局)