課程編碼 Course Code | 中文課程名稱 Course Name (Chinese) | 英文課程名稱 Course Name (English) | 總學分數 Credits | 總時數 Hours |
---|---|---|---|---|
4835046 | 品牌行銷管理(EMBA) | Brand Marketing Management for EMBA | 3.0 | 3 |
中文概述 Chinese Description | 本課程目的在於讓學生瞭解品牌與通路策略之基本理論與整體架構,明瞭品牌與行銷通路的關係,知道並熟悉品牌與行銷通路策略的分析與研究方法,討論品牌與行銷通路策略的發展趨勢。而授課主題包括品牌功能、品牌權益、品牌策略、通路的本質、功能與流程、通路行為與通路策略等。 | |||
英文概述 English Description | The Objective of this course is to discuss major topics in Brand and Channel Strategy. A marketing channel is viewed as an interorganizational system involved with the task of making goods, services, and concepts available for consumption by enhancing their time, place, and possession utilities. It is to introduce student concepts and skills to master major issues in the class. Through case discussion, students will develop skills in making Brand and Channel Strategic decisions. Course requirements are attendance, participation, presentations. The topics have brand function, brand equity, brand strategy, l the nature, function and flow of channel, channel behavior, and. channel strategy. |
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