教學大綱表
請遵守智慧財產權,勿使用非法影印教科書,避免觸法。
課程名稱 (中文) 品牌管理
(英文) Brand Management
開課單位 事業經營學系
課程代碼 B4700
授課教師 成力庚
學分數 2.0 必/選修 選修 開課年級 大四
先修科目或先備能力:
課程概述與目標:This course is designed to facilitate students' understandingof strategic brand management and present some "best practice" guidances. It includes : What is a brand? Why do brands matter? What are the strongest brands? Branding challenges and opportunities? The brand equity concept? Strategic brand management process.
教科書 K. L. Keller, Strategic Brand Management, Pearson Education International,2013.
參考教材 P. Kotler and K. L. Keller, Marketing Management,Pearson Education International,2006.
課程大綱 學生學習目標 單元學習活動 學習成效評量 備註
單元主題 內容綱要
1 Brands and Brand Management Brands and Brand Management Brands and Brand Management
  • 講授
  •  
    2 Customer-Based Brand Equity Customer-Based Brand Equity Customer-Based Brand Equity
  • 講授
  •  
    3 Brand Positioning Brand Positioning Brand Positioning
  • 講授
  •  
    4 Choosing Brand Elements to Build Brand Equity Choosing Brand Elements to Build Brand Equity Choosing Brand Elements to Build Brand Equity
  • 講授
  • 作業
  •  
    5 Designing Marketing Programs to Build Brand Equity Designing Marketing Programs to Build Brand Equity Designing Marketing Programs to Build Brand Equity
  • 講授
  •  
    6 Integrating Marketing Communications to Build Brand Equity Integrating Marketing Communications to Build Brand Equity Integrating Marketing Communications to Build Brand Equity
  • 講授
  •  
    7 Leveraging Secondary Brand Associations to Build Brand Equity Leveraging Secondary Brand Associations to Build Brand Equity Leveraging Secondary Brand Associations to Build Brand Equity
  • 講授
  • 作業
  •  
    8 Developing a Brand Equity Measurement and Management System Developing a Brand Equity Measurement and Management System Developing a Brand Equity Measurement and Management System
  • 講授
  •  
    9 Developing a Brand Equity Measurement and Management System Developing a Brand Equity Measurement and Management System Developing a Brand Equity Measurement and Management System
  • 講授
  •  
    10 Measuring Sources of Brand Equity: Capturing Customer Mind-Set Measuring Sources of Brand Equity: Capturing Customer Mind-Set Measuring Sources of Brand Equity: Capturing Customer Mind-Set
  • 講授
  •  
    11 期中考 期中考 期中考
  • 期中考
  •  
    12 Measuring Sources of Brand Equity: Capturing Customer Mind-Set Measuring Sources of Brand Equity: Capturing Customer Mind-Set Measuring Sources of Brand Equity: Capturing Customer Mind-Set
  • 實作
  • 講授
  •  
    13 Measuring Outcomes of Brand Equity Measuring Outcomes of Brand Equity Measuring Outcomes of Brand Equity
  • 講授
  •  
    14 Designing and Implementing Branding Strategies Designing and Implementing Branding Strategies Designing and Implementing Branding Strategies
  • 講授
  •  
    15 Introducing and Naming New Products and Brand Extensions Introducing and Naming New Products and Brand Extensions Introducing and Naming New Products and Brand Extensions
  • 講授
  •  
    16 Growing and Suataining Brand Equity Growing and Suataining Brand Equity Growing and Suataining Brand Equity
  • 講授
  • 作業
  •  
    17 Final Report Final Report Final Report
  • 討論
  • 實作
  •  
    18 期末考 期末考 期末考
  • 期末考
  •  

    教學要點概述:
    教材編選: □ 自編教材 □ 教科書作者提供
    評量方法: 期末考:30%   期中考:15%   其他評量:15%   報告:30%   作業:10%  
    教學資源: ■ 教材電子檔 ■ 課程網站
    扣考規定:http://eboard.ttu.edu.tw/ttuwebpost/showcontent-news.php?id=504