明新科技大學 106 學年第1 學期教學大綱
Syllabus Fall 2017 , Minghsin University of Science and Technology

■日間部/Day Time ■選修/Elective

科目名稱 Course Title
品牌與溝通
English Teaching
Branding and Communications
教學目標 Course Objective
本課程主要帶領研討品牌管理與整合行銷傳播的概念與理論,除了文

獻研讀外,並輔以個案研討,以備學生未來從事品牌決策與行銷相關

工作。
This course provides the concept and theories of brand management as well as integrated marketing communication (IMC). An academic subject as well as case studies will be assigned to discuss in class to enhance student’s ability for brand decision and marketing job.
課程類別/Course Type:
系別: 管理研究所 Department Graduate Institute of Management
任課教師: 許宜庭, Instructor ,
授課班級: 碩管一甲 Class CMA1A, Master
教師職等: 助理教授, Faculty Position Assistant Professor,
電子信箱: melissa@must.edu.tw E-mail melissa@must.edu.tw
學分數: 3 Credits 3
上課時數: 3 Hours 3
辦公室: 管理學院 621室 Office Management Bldg.
師生互動時間: 週二 10:00~12:00 週三 10:00~12:00 Office Hours Tue 10:00~12:00 Wed 10:00~12:00,

週次
Week
教學內容 Topics
01課程介紹 Course Overview
02品牌與品牌管理/品牌權益 Brands and Brand Management/Brand Equity
03品牌定位 Brand Positioning
04品牌願景 Brand Vision
05品牌識別 Brand Identity
06品牌個性 Brand Personality
07品牌元素 Brand Elements
08品牌策略 Brand Strategies
09品牌整合 Branding Intergration
10品牌延伸/品牌老化與再生 Brand Extension/Brand Activation
11廣告策略 Advertising Strategies
12公關策略 PR Strategies
13事件行銷 Event Marketing
14參展行銷 Trade Show Promotion
15促銷策略 Direct Marketing
16品牌整合行銷傳播 Brand Integrated Marketing Communication
17全球品牌管理 International Branding Management
18期末報告 Final presentation
課堂用書(請遵守智慧財產權、不得非法影印)
Text Book (Obey Intellectual Property Rights; do not make illegal copies.)
自訂教材
參考書目/Reference Books
- Advertising and Promotions: An Integrated Brand Approach, Semenik, 2012
- Strategic Brand Management : Kevin Lane Keller, Prentice Hall, 2008.
- Brand Portfolio Strategy: David Aaker, 2004
- 策略品牌管理,徐世同譯 (2008)
- 品牌管理,丁瑞華著
- 品牌行銷與管理,彭建彰、呂旺坤、劉水深(審校)2005
- 哈佛管理評論
成績評量 Evaluation
1. 出席率 / 上課表現 40%
2. 期末報告 (含書面及口頭報告) 60 %
1. attendance / participation 40%
2. final report & presentation 60%
教學方法 Methods of Instruction
1. 教師授課
2. 個案研討/文獻簡報
1. lecture
2. case study / presentation
課程要求 Course Policies and Requirements
1. 出席狀況
2. 上課參與/教室規則 (專心聽講)
3. 交作業準時
1. attendance
2. class participation and discipline
3. please submit assignment on time

課程進度將依學生之學習狀況做適度的調整
Adjustments may be made in the syllabus to meet students’ needs

 

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