品牌經營策略
Strategic Brand Management
| 節 | 週六 |
|---|---|
5 13:20–14:10 | 品牌經營策略 A703 3 節連堂 |
6 14:20–15:10 | |
7 15:30–16:20 |
* 根據陽明交大上課時間表所列
This course highlights the strategic implications of branding for organizations and delivers a set of tools for effective brand management. Course objective is to learn and apply key elements of crafting and driving brand strategy, evaluating strategic options, and understanding Marketing’s role and accountabilities in brand and strategy decision-making.
教師未提供此項資料
無備註
教師講授、小組報告
1學期作業 小組行銷個案報告3次 2.考試狀況期中考、期末考 3.評量方法 平時成績(出席率、平時考)30%;期中考30%;期末考40%
Introduction to Brand Marketing
1. Managing Brand Image & Brand Positioning 2. Brand Style & Brand Marketing 3. Integrated Marketing Communications for Brand
- 講授：
- 9
- 實作：
- 3
Brand management strategies
1. Identifying and Establishing Brand Positioning and Values 2. Planning and Implementing Brand Marketing program 3. Measuring and Interpreting Brand Performance
- 講授：
- 24
- 示範：
- 6
- 實作：
- 6
- 其他：
- 6
| 週次 | 主題 |
|---|---|
| 第 1 週 | Course Introduction: Brands and Brand Management |
| 第 2 週 | Customer-Based Brand Equity |
| 第 3 週 | Brand Positioning |
| 第 4 週 | Choosing Brand Elements to Build Brand Equity |
| 第 5 週 | Designing Marketing Programs to Build Brand Equity |
| 第 6 週 | Integrating Marketing Communications to Build Brand Equity |
| 第 7 週 | Leveraging Secondary Brand Associations to Build Brand Equity |
| 第 8 週 | Developing a Brand Equity Measurement and Management System |
| 第 9 週 | 期中考 |
| 第 10 週 | Measuring Sources of Brand Equity: Capturing Customer Mind-Set |
| 第 11 週 | Measuring Outcomes of Brand Equity: Capturing Market Performance |
| 第 12 週 | Designing and Implementing Branding Strategies |
| 第 13 週 | Introducing and Naming New Products and Brand Extensions |
| 第 14 週 | Managing Brands over Time |
| 第 15 週 | Managing Brands over Geographic Boundaries and Market Segments |
| 第 16 週 | Marketing Case (1) |
| 第 17 週 | Marketing Case (2) |
| 第 18 週 | 期末考 |
Kevin Lane Keller Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4th Edition
- 地點
- A714
- 時間
- 待安排
- 聯絡方式
- 以電子郵件預約