Course Syllabus

Course Information：

Year-Semester Course Number Course Name Phase Credits Hours Required/Elective Instructor Class Student NO. Withdraw Note

Spring Semester
Year 2023 316092 Brand Marketing Strategy 1 3.0 3 ★ Ching-Jui Keng
LIAO, SEN-KUEI EMBA - BM
資財EMBA
EMBA - IEM 20 0 (群組4)行銷管理

Year-Semester	Course Number	Course Name	Phase	Credits	Hours	Required/Elective	Instructor	Class	Student NO.	Withdraw	Note
Spring Semester Year 2023	316092	Brand Marketing Strategy	1	3.0	3	★	Ching-Jui Keng LIAO, SEN-KUEI	EMBA - BM 資財EMBA EMBA - IEM	20	0	(群組4)行銷管理

Course Plan：

Instructor LIAO, SEN-KUEI

Email skliao@mail.ntut.edu.tw

Last Updated 2023-06-04 09:57:19

Course Objective 本課程從品牌在公司經營中所應扮演的策略性角色，課程中以品牌理論來探討品牌行銷策略的重要關鍵議題。課程內容包含品牌特性、品牌權益、品牌行銷、品牌競爭、品牌策略。身為公司品牌經營者，面對國際化與多變化的行銷環境中，能做出最佳的品牌行銷決策。 This program is designed to help students learn about and apply the concepts and practices of branding as they are used in a wide variety of settings in product and service firms, consumer and business markets, organizations, business. The topics covered in this class include: The nature of brand, brand marketing, brand competition, brand strategy. After taking the course, the students should be able to make the best brand decisions under the internationalized and changeable marketing environment.

Course Schedule 第一週（2/23）課程概述第二週（3/02）國際品牌和品牌價值Interbrand 100 第三週（3/09）品牌管理、品牌權益第四週（3/16）定位STP 品牌定位第五週（3/23）品牌個性、角色行銷第六週（3/30）塑造CSR永續發展品牌形象策略第七週（4/06）塑造社會企業品牌形象策略第八週（4/13）服務品牌策略第九週（4/20）品牌管理發展策略第十週（4/27）品牌行銷策略案例分享第十一週（5/04）個案討論第十二週（5/11）個案討論

Evaluation and grading policy 出席與課堂表現 70％期末報告 30 ％

Materials All right reserved. Do not reproduce without permission.

Foreign-language textbooks:No
1.耿慶瑞等合著（2018）。.行銷學。全華。 2.高端訓(2012)。WOW！多品牌成就王品。遠流。.

The access to curricular consultation 可以Line或EMAIL通話聯絡

Expanding teaching and resources

The course corresponds to the SDGs

Does the course incorporate AI

Note
　

Instructor	LIAO, SEN-KUEI
Email	skliao@mail.ntut.edu.tw
Last Updated	2023-06-04 09:57:19
Course Objective	本課程從品牌在公司經營中所應扮演的策略性角色，課程中以品牌理論來探討品牌行銷策略的重要關鍵議題。課程內容包含品牌特性、品牌權益、品牌行銷、品牌競爭、品牌策略。身為公司品牌經營者，面對國際化與多變化的行銷環境中，能做出最佳的品牌行銷決策。 This program is designed to help students learn about and apply the concepts and practices of branding as they are used in a wide variety of settings in product and service firms, consumer and business markets, organizations, business. The topics covered in this class include: The nature of brand, brand marketing, brand competition, brand strategy. After taking the course, the students should be able to make the best brand decisions under the internationalized and changeable marketing environment.
Course Schedule	第一週（2/23）課程概述第二週（3/02）國際品牌和品牌價值Interbrand 100 第三週（3/09）品牌管理、品牌權益第四週（3/16）定位STP 品牌定位第五週（3/23）品牌個性、角色行銷第六週（3/30）塑造CSR永續發展品牌形象策略第七週（4/06）塑造社會企業品牌形象策略第八週（4/13）服務品牌策略第九週（4/20）品牌管理發展策略第十週（4/27）品牌行銷策略案例分享第十一週（5/04）個案討論第十二週（5/11）個案討論
Evaluation and grading policy	出席與課堂表現 70％期末報告 30 ％
Materials	All right reserved. Do not reproduce without permission. Foreign-language textbooks:No 1.耿慶瑞等合著（2018）。.行銷學。全華。 2.高端訓(2012)。WOW！多品牌成就王品。遠流。.
The access to curricular consultation	可以Line或EMAIL通話聯絡
Expanding teaching and resources
The course corresponds to the SDGs
Does the course incorporate AI
Note