B4700 教學大綱表

教學大綱表 (113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
序 No.	單元主題 Unit topic	內容綱要 Content summary	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
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	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. we will introduce different means that build up the brand awareness in digital era, including paid channels, owned channels, and earned channels.	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. 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.	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	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
10	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
11	Measuring Outcomes of Brand Equity Capturing Market Performance	This chapter will examine measurement procedures to assess the effects of brand knowledge structures on these and other measures that capture market performance for the brand.	Ideally, we will suggest the researchers should employ multiple measures of brand equity, just like as assessing the performance of an aircraft in flight by gauges on the plane.	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

序 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