教學大綱表 (112學年度 第2學期)
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課程名稱
Course Title
(中文) 品牌管理
(英文) Brand Management
開課單位
Departments
事業經營學系
課程代碼
Course No.
B4700
授課教師
Instructor
王介宙
學分數
Credit
2.0 必/選修
core required/optional
選修 開課年級
Level
大三
先修科目或先備能力(Course Pre-requisites):
課程概述與目標(Course Overview and Goals):This course is designed to facilitate students’ understanding of brand management, especially from strategic view point. They will know some “best practices” guidelines through the case studies in class discussion and presentation.
教科書(Textbook) K. L. Keller, Strategic Brand Management, Pearson Education International,2013.
參考教材(Reference) P. Kotler and K. L. Keller, Marketing Management, Pearson Education International,2006.
課程大綱 Syllabus 學生學習目標
Learning Objectives
單元學習活動
Learning Activities
學習成效評量
Evaluation
備註
Notes

No.
單元主題
Unit topic
內容綱要
Content summary
1 Brands and Brand Management Brands and Brand Management Brands and Brand Management 討論
講授
 
2 Customer-Based Brand Equity Customer-Based Brand Equity Customer-Based Brand Equity 討論
講授
 
3 Brand Positioning Brand Positioning Brand Positioning 討論
講授
 
4 Choosing Brand Elements to Build Brand Equity Choosing Brand Elements to Build Brand Equity Choosing Brand Elements to Build Brand Equity 討論
講授
專題
 
5 Designing Marketing Programs to Build Brand Equity Designing Marketing Programs to Build Brand Equity Designing Marketing Programs to Build Brand Equity 討論
講授
專題
 
6 Integrating Marketing Communications to Build Brand Equity Integrating Marketing Communications to Build Brand Equity Integrating Marketing Communications to Build Brand Equity 討論
講授
專題
 
7 Branding in the Digital Era-1 We will describe changes in marketing and consumer behavior in a digital era in ten aspects to get to know what situations the marketers have to face. And then we will define brand engagement and understand digital communications. The growth of digital marketing and social media has ushered in a new era with many distinct trends that require changes to the way marketers organize their efforts and deliver value to their customers 心得發表
閱讀討論
期中考
 
8 Mid-Term Report Mid-Term Report Mid-Term Report 閱讀討論
期中考
 
9 Branding in the Digital Era-2 we will introduce different means that build up the brand awareness in digital era, including paid channels, owned channels, and earned channels. When we compare the effects of paid channels, owned channels, and earned channels, of course, we will think that paid channels are more handy and usable because we can design the messages according to the needs of marketing goals for marketers. 討論
講授
專題
 
10 Leveraging Secondary Brand Associations to Build Brand Equity Leveraging Secondary Brand Associations to Build Brand Equity Leveraging Secondary Brand Associations to Build Brand Equity 討論
講授
專題
 
11 Developing a Brand Equity Measurement and Management System Developing a Brand Equity Measurement and Management System Developing a Brand Equity Measurement and Management System 討論
講授
專題
 
12 Designing and Implementing Branding Strategies Designing and Implementing Branding Strategies Designing and Implementing Branding Strategies 討論
講授
專題
 
13 Introducing and Naming New Products and Brand Extensions Introducing and Naming New Products and Brand Extensions Introducing and Naming New Products and Brand Extensions 討論
講授
專題
 
14 Managing Brand Over Time Managing Brand Over Time Managing Brand Over Time 討論
講授
專題
 
15 Managing Brands Over Geographic Boundaries and Market Segments Managing Brands Over Geographic Boundaries and Market Segments Managing Brands Over Geographic Boundaries and Market Segments 討論
講授
專題
 
16 Final Report Final Report Final Report 心得發表
閱讀討論
期末考
 
彈性教學週活動規劃

No.
實施期間
Period
實施方式
Content
教學說明
Teaching instructions
彈性教學評量方式
Evaluation
備註
Notes
1 起:2024-06-10 迄:2024-06-16 4.見習參訪 Field trip
2 起:2024-06-17 迄:2024-06-23 5.小專題 Project


教學要點概述:
1.自編教材 Handout by Instructor:
■ 1-1.簡報 Slids
□ 1-2.影音教材 Videos
□ 1-3.教具 Teaching Aids
■ 1-4.教科書 Textbook
□ 1-5.其他 Other
□ 2.自編評量工具/量表 Educational Assessment
□ 3.教科書作者提供 Textbook

成績考核 Performance Evaluation: 期末考:20%   期中考:20%   其他評量:10%   專題:30%   彈性教學:10%   平時考:10%  

教學資源(Teaching Resources):
□ 教材電子檔(Soft Copy of the Handout or the Textbook)
■ 課程網站(Website)
課程網站(Website):https://ilearn.ttu.edu.tw/course/39973/content#/
扣考規定:https://curri.ttu.edu.tw/p/412-1033-1254.php