教學內容 |
學期伊始,同學自備一身邊個人涉入的品牌內容,逐堂進行品牌化的解析與建構工程,涵蓋品牌的內涵、權益、創新開發、評估與行銷傳播管理。本課程將著重 個案的分析研究與品牌的診斷操作。 |
Syllabus |
Students are requested to bring a potential branding case to class and prepare to complete a branding project throughtout the semester. The class topics cover brand equity, brand innovation, brand evaluation and brand IMC; case analysis and brand diagnosis will be the main activity. |