朝陽科技大學 097學年度第2學期教學大綱
Product and Brand Management 產品與品牌管理

當期課號 1540 Course Number 1540
授課教師 何晉瑋 Instructor HO,CHING WEI
中文課名 產品與品牌管理 Course Name Product and Brand Management
開課單位 行銷與流通管理系(四日)一A Department  
修習別 選修 Required/Elective Elective
學分數 3 Credits 3
課程目標 介紹產品與品牌管理相關的觀念和理論架構讓學生了解然後學習如何將其所學的理論知識應用在行銷策略的分析與發展。 Objectives The course aims to introduce students to relevant concepts and frameworks upon which product and brand management is based. Knowledge of product and brand management theories will then be applied to the analysis and development of marketing strategies.
教材   Teaching Materials  
成績評量方式 出席率:10%
作業與參與:10%
期中報告:30%
期末報告:50%
Grading Attendance : 10%
Practice & Participation : 10%
Mid-term Assignment : 30%
Final Report : 50%
教師網頁  
教學內容 本課程包含2個主題,第一個主題是介紹產品與品牌的基礎觀念及其關係;第二個主題討論品牌管理之相關理論模型以及其對行銷策略的影響,且分析零售商品牌與製造商品牌之互動關係。
上課方式包括:課堂講授+分組實務演練(包含影片賞析、小組活動、個案研究)。
Syllabus This course includes 2 topics. The first topic is to introduce the fundamental concepts of Product and Brand and the relationships between them. The next topic reviews the relevant theories/models in Brand Management and discusses the influence to the marketing strategy, also analyse the relationship between retail brands and manufacturer brands.
Teaching methods may involve a mixture of lectures and practical exercises in tutorials (including video studies, group activities, and case studies).
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