B4700 教學大綱表

教學大綱表 (112學年度第2學期)

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 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	校慶日換休	校慶日換休，停課乙次	準備期中報告	心得發表閱讀討論	期中考
8	期中指定閱讀心得報告	期中指定閱讀心得報告	期中指定閱讀心得報告	閱讀討論	期中考
9	Branding in the Digital Era	Branding in the Digital Era	Branding in the Digital Era	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

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：http://eboard.ttu.edu.tw/ttuwebpost/showcontent-news.php?id=504