課 程 概 述
Course Description

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
5705271 國際品牌管理 Global Brand Management 3.0 3
中文概述
Chinese Description
品牌是公司最有價值的資產之一;強大的品牌可以有效地傳達產品和服務的價值,並為企業所提供的產品與服務在競爭市場中帶來差異化的效果,從而影響消費者的購買決策。 本課程的目的在增加學生對全球品牌權益重要性、以及如何建立、評量和管理品牌資產的知識。 主題包括建立(全球)品牌的步驟、品牌權益的表現、利用品牌權益的方法、以及針對目標市場管理品牌權益的策略等。
英文概述
English Description
Brands are among the most valuable assets of a company. A strong brand can have a significant impact on consumer purchasing decision by communicating the value of and providing differentiation for products and services. Thus, effective brand management is critical to maintaining the profitability of products and services. This module aims to enhance students’ understanding of the importance of brand equity as well as how to build, measure, and manage brand equity, particularly in a global context. Topics include steps of establishing (global) brands, performance of brand equity, ways to leverage brand equity, and strategies in managing brand portfolios for the target market(s).

備註:

  1. 本資料係由本校各教學單位、教務處課務組、進修部教務組、進修學院教務組及計網中心所共同提供!
  2. 若您對課程有任何問題,請洽各開課系所。