Type of Credit: Elective
Credit(s)
Number of Students
Branding is both an art and a science. Developing a competitive strategy for a brand is to find a position in the industry where the brand can: 1) articulate a compelling value proposition, 2) defend itself against competitive forces and influence them in its favor, and 3) leverage communication tools to enhance consumer engagement and build brand equity over time. In light of that, this course takes a consumer-centric approach to explore the role that brands play in our lives with the goal of identifying effective marketing communication strategies for building and managing inspired brands.
品牌既是一門藝術，也是一門科學。為品牌制定競爭策略是為了在市場中找到獨特的定位，使該品牌能夠：1）闡明具吸引力的價值主張，2）有效抵禦競品並使市場環境對本品有利，3）利用傳播工具來增強消費者參與、建立品牌資產。本課程採用以消費者為中心的視角來探索品牌在我們生活中所扮演的角色，目標是深入釐清行銷傳播策略之效能，以建立及管理富有啟發性的品牌。
能力項目說明
The purpose of this course is to provide students with a working knowledge of the major theories, concepts, and research findings in the areas of branding and integrated marketing communications. The theoretical framework will be enhanced with real-world examples and case studies discussed throughout the semester.
By the end of the course, students will:
課程目標：提升學生對品牌推廣及整合行銷傳播領域重要理論、概念和近期研究成果的認識，並透過對國內外實務案例的討論，提升理論應用與進行相關研究的能力。
學習成效：學生將透過課程內容培養以創意及批判性思考為基礎，建立強勢品牌時所需具備之策略規劃能力。學生也將深入了解不同行銷傳播工具的應用及影響、消費者洞察與選擇、傳播內容設計、及進行跨媒體品牌傳播成效評估所需之知能。
| 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 |
課程主題 |
|
課程內容與指定閱讀 |
教學活動與作業 |
|
1(9/16) |
Course introduction 課程介紹 |
|
Course introduction |
- |
|
2(9/24) |
Branding and brand management
品牌推廣和品牌管理 |
|
Keller, K. L. (2021). The future of brands and branding: An essay on multiplicity, heterogeneity, and integration. Journal of Consumer Research, 48(4), 527-540.
Veloutsou, C., & Guzman, F. (2017). The evolution of brand management thinking over the last 25 years as recorded in the Journal of Product and Brand Management. Journal of Product & Brand Management, 26(1), 2-12.
|
Weekly DQs |
|
3(9/30) |
Brand authenticity 品牌真實性 |
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Dwivedi, A., & Nayeem, T. (2023). Brand authenticity building effect of brand experience and downstream effects. Journal of Product & Brand Management.
Moulard, J. G., Garrity, C. P., & Rice, D. H. (2015). What makes a human brand authentic? Identifying the antecedents of celebrity authenticity. Psychology & Marketing, 32(2), 173-186.
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Weekly DQs and Presentation |
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4(10/7) |
Consumers and brands 消費者和品牌 |
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Escalas, J. E., & Bettman, J. R. (2003). You are what they eat: The influence of reference groups on consumers’ connections to brands. Journal of Consumer Psychology, 13(3), 339-348.
Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of consumer research, 24(4), 343-373.
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Weekly DQs and Presentation |
|
5(10/14) |
Brand transgression 品牌過失 |
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Aaker, J., Fournier, S., & Brasel, S. A. (2004). When good brands do bad. Journal of Consumer Research, 31(1), 1-16.
Fetscherin, M., & Sampedro, A. (2019). Brand forgiveness. Journal of Product & Brand Management, 28(5), 633-652.
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Weekly DQs and Presentation |
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6(10/21) |
Integrated marketing communications I 整合行銷傳播Ｉ |
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Reich, B. J., & Pittman, M. (2020). An appeal to intimacy: Consumer response to platform‐appeal fit on social media. Journal of Consumer Psychology, 30(4), 660-670.
Tafesse, W., & Kitchen, P. J. (2017). IMC–an integrative review. International Journal of Advertising, 36(2), 210-226.
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Weekly DQs and Presentation |
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7(10/28) |
Critique paper/Case analysis 期中作業撰寫 |
|
- |
Midterm |
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8(11/4) |
Integrated marketing communications II 整合行銷傳播II |
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Danaher, P. J., Danaher, T. S., Smith, M. S., & Loaiza-Maya, R. (2020). Advertising effectiveness for multiple retailer-brands in a multimedia and multichannel environment. Journal of Marketing Research, 57(3), 445-467.
Segijn, C. M., Araujo, T., Voorveld, H. A., & Smit, E. G. (2020). Related multiscreening as a strategy to retain audiences and increase persuasion during a commercial break. Journal of Broadcasting & Electronic Media, 64(1), 41-61.
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Weekly DQs and Presentation |
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9(11/11) |
Consumer engagement and eWOM 消費者參與及電子口碑 |
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Cheung, M. L., Pires, G. D., Rosenberger III, P. J., & De Oliveira, M. J. (2021). Driving COBRAs: The power of social media marketing. Marketing Intelligence & Planning, 39(3), 361-376.
Babić Rosario, A., De Valck, K., & Sotgiu, F. (2020). Conceptualizing the electronic word-of-mouth process: What we know and need to know about eWOM creation, exposure, and evaluation. Journal of the Academy of Marketing Science, 48, 422-448.
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Weekly DQs and Presentation |
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10(11/18) |
Individual meetings 報告晤談 |
|
- |
Progress Report I |
|
11(11/25) |
Influencer marketing 網紅行銷 |
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Hudders, L., De Jans, S., & De Veirman, M. (2021). The commercialization of social media stars: A literature review and conceptual framework on the strategic use of social media influencers. International Journal of Advertising, 40(3), 327-375.
Lee, D., & Ham, C. D. (2023). AI versus human: Rethinking the role of agent knowledge in consumers’ coping mechanism related to influencer marketing. Journal of Interactive Advertising, 1-18.
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Weekly DQs and Presentation |
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12(12/2) |
Emerging communication technologies 新興傳播科技 |
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de Regt, A., Plangger, K., & Barnes, S. J. (2021). Virtual reality marketing and customer advocacy: Transforming experiences from story-telling to story-doing. Journal of Business Research, 136, 513-522.
Lou, C., Kang, H., & Tse, C. H. (2022). Bots vs. humans: How schema congruity, contingency-based interactivity, and sympathy influence consumer perceptions and patronage intentions. International Journal of Advertising, 41(4), 655-684.
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Weekly DQs and Presentation |
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13(12/9) |
Challenges facing brand communication 品牌傳播面臨的挑戰 |
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Hydock, C., Paharia, N., & Blair, S. (2020). Should your brand pick a side? How market share determines the impact of corporate political advocacy. Journal of Marketing Research, 57(6), 1135-1151.
Lee, C., Kim, J., & Lim, J. S. (2021). Spillover effects of brand safety violations in social media. Journal of Current Issues & Research in Advertising, 42(4), 354-371.
Yannopoulou, N., Manika, D., Chandrasapth, K., Tajvidi, M., & Wells, V. (2023). What we do know and don’t know about marketing communications on mature consumers. European Journal of Marketing.
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Weekly DQs and Presentation |
|
14(12/16) |
Individual meetings 報告晤談 |
|
- |
Progress Report II |
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15(12/23) |
業師演講 |
|
- |
|
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16(12/30) |
Final presentations |
|
- |
Final presentations |
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17(1/6) |
彈性授課（期末報告撰寫） |
|
- |
- |
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18(1/13) |
彈性授課（選舉日停課） |
|
- |
Final Paper due |
Class Participation & Attendance 課堂參與及出席(15%)
Discussion Leader 小組導讀與帶討論 (20%)
Discussion Questions 課堂討論提問(15%)
Critique paper/Case analysis 期中作業 (20%)
Progress Reports and Research Proposal 期末報告 (30%)
Required course readings and supplemental materials will be posted on Moodle.
讀本可自Moodle上下載