Course Syllabus

Course Information：

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

Spring Semester
Year 2024 332247 The Brand Management and Marketing of Entrepreneurship 1 2.0 2 △ CHEN CHUN-SHAN Core Curriculum (VI) 135 4 106-108：創新與創業選修。109(含)後：創新與創業

Year-Semester	Course Number	Course Name	Phase	Credits	Hours	Required/Elective	Instructor	Class	Student NO.	Withdraw	Note
Spring Semester Year 2024	332247	The Brand Management and Marketing of Entrepreneurship	1	2.0	2	△	CHEN CHUN-SHAN	Core Curriculum (VI)	135	4	106-108：創新與創業選修。109(含)後：創新與創業

Course Plan：

Instructor CHEN CHUN-SHAN　Office Hours

Email louischen@ntut.edu.tw

Last Updated 2024-01-11 20:59:11

Course Objective 創業者在新創事業時，同時須考慮新創事業之品牌建構，如果能在創業之初建構一個定位明確的品牌，可使新創事業立即享有良好的品牌權益，提高創業成功的機會。品牌建構完成後，須設計行銷方案，對消費者進行行銷活動，向消費者推銷新創公司之品牌，以塑造良好的品牌權益。此時，消費者對新創公司之品牌會有良好形象之認知，進而提升顧客對新創公司品牌忠誠度，增加創業者創業成功之機會。 When entrepreneurs are building a startup company, they also need to consider its brand building. If they can construct a clear positioning of the brand in the beginning, they are able to have their new business with a better brand equity immediately, and improve entrepreneurial chances of success. After the completion of construction of the brand, entrepreneurs need to design marketing programs for consumer marketing activities, and promote its brand to create good brand equity. In the meantime, consumers will have a better brand awareness of these new companies, enhancing customer loyalty and increasing opportunities for entrepreneurs’ entrepreneurial success.

Course Schedule 第一週：課程目標、基本要求第二—三週：企業的商業模式及案例分享第四—六週：重要全球品牌的案例分享演講第七週：期中考—以期中報告方式第八週：各組報告第九—十二週：重要全球品牌的案例分享演講第十三週- - ：期末報告

Evaluation and grading policy 1.演講報告之筆記 30% 2.分組報告30% 3.期末報告40%

Materials All right reserved. Do not reproduce without permission.

Foreign-language textbooks:No
全球品牌智財管理（陳春山教授，新學林出版社）

The access to curricular consultation louislaw@ms71.hinet.Net
Prof. Chen

The course corresponds to the SDGs

Note
SDGs 4, 6, 8, 13 環境、氣候、創新、教育品質

Instructor	CHEN CHUN-SHAN　Office Hours
Email	louischen@ntut.edu.tw
Last Updated	2024-01-11 20:59:11
Course Objective	創業者在新創事業時，同時須考慮新創事業之品牌建構，如果能在創業之初建構一個定位明確的品牌，可使新創事業立即享有良好的品牌權益，提高創業成功的機會。品牌建構完成後，須設計行銷方案，對消費者進行行銷活動，向消費者推銷新創公司之品牌，以塑造良好的品牌權益。此時，消費者對新創公司之品牌會有良好形象之認知，進而提升顧客對新創公司品牌忠誠度，增加創業者創業成功之機會。 When entrepreneurs are building a startup company, they also need to consider its brand building. If they can construct a clear positioning of the brand in the beginning, they are able to have their new business with a better brand equity immediately, and improve entrepreneurial chances of success. After the completion of construction of the brand, entrepreneurs need to design marketing programs for consumer marketing activities, and promote its brand to create good brand equity. In the meantime, consumers will have a better brand awareness of these new companies, enhancing customer loyalty and increasing opportunities for entrepreneurs’ entrepreneurial success.
Course Schedule	第一週：課程目標、基本要求第二—三週：企業的商業模式及案例分享第四—六週：重要全球品牌的案例分享演講第七週：期中考—以期中報告方式第八週：各組報告第九—十二週：重要全球品牌的案例分享演講第十三週- - ：期末報告
Evaluation and grading policy	1.演講報告之筆記 30% 2.分組報告30% 3.期末報告40%
Materials	All right reserved. Do not reproduce without permission. Foreign-language textbooks:No 全球品牌智財管理（陳春山教授，新學林出版社）
The access to curricular consultation	louislaw@ms71.hinet.Net Prof. Chen
The course corresponds to the SDGs
Note	SDGs 4, 6, 8, 13 環境、氣候、創新、教育品質