Course Syllabus

Course Information：

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

Spring Semester
Year 2025 346164 The Brand Management and Marketing of Entrepreneurship 1 2.0 2 △ CHEN CHUN-SHAN Core Curriculum (VI) 108 2 創新與創業向度

Year-Semester	Course Number	Course Name	Phase	Credits	Hours	Required/Elective	Instructor	Class	Student NO.	Withdraw	Note
Spring Semester Year 2025	346164	The Brand Management and Marketing of Entrepreneurship	1	2.0	2	△	CHEN CHUN-SHAN	Core Curriculum (VI)	108	2	創新與創業向度

Course Plan：

Instructor CHEN CHUN-SHAN　Office Hours

Email louischen@ntut.edu.tw

Last Updated 2024-12-17 19:07:45

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—十七週：重要全球品牌的案例分享演講 1.建立全球品牌管理的策略原則 2.品牌管理流程， 3.品牌策略管理人 4.建立全球品牌的策略 5.品牌與企業治理及倫理 6.精品策略第十八週- - ：期末報告

Evaluation and grading policy 上課表現 (30%) 期中報告(30%) 期末報告(40%)

Materials All right reserved. Do not reproduce without permission.

Foreign-language textbooks:No
.陳春山，全球品牌商標案例研究

The access to curricular consultation louischen358@gmail.com

The course corresponds to the SDGs SDG8：尊嚴就業與經濟發展（Decent Work and Economic Growth）
SDG9：產業創新與基礎設施（Industry, Innovation and Infrastructure）
SDG17：夥伴關係（Partnerships for the Goals）

Does the course incorporate AI

Note
　

Instructor	CHEN CHUN-SHAN　Office Hours
Email	louischen@ntut.edu.tw
Last Updated	2024-12-17 19:07:45
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—十七週：重要全球品牌的案例分享演講 1.建立全球品牌管理的策略原則 2.品牌管理流程， 3.品牌策略管理人 4.建立全球品牌的策略 5.品牌與企業治理及倫理 6.精品策略第十八週- - ：期末報告
Evaluation and grading policy	上課表現 (30%) 期中報告(30%) 期末報告(40%)
Materials	All right reserved. Do not reproduce without permission. Foreign-language textbooks:No .陳春山，全球品牌商標案例研究
The access to curricular consultation	louischen358@gmail.com
The course corresponds to the SDGs	SDG8：尊嚴就業與經濟發展（Decent Work and Economic Growth） SDG9：產業創新與基礎設施（Industry, Innovation and Infrastructure） SDG17：夥伴關係（Partnerships for the Goals）
Does the course incorporate AI
Note