本課程的規劃是提供一套品牌管理架構與工具,讓同學能實際運用在未來的工作中. 因此課程的三大重點 1)理解品牌與產品的關係,並能擬定品牌策略並評估恰當的品牌策略。2)學習一些關鍵步驟來發展新品牌與品牌管理。3)學習如何衡量品牌價值。
《 課程簡介 -- English 》
This course is designed to provide an informed appreciation of brand management as an academic subject as well as an increasingly important management practice. Linked to this attempt are the three following aims: i) to explore brand-product strategies: increase understanding of the important issues in planning and evaluating brand strategies; ii) to lean the key steps of the analytical process to help grow a brand ; iii) to understand the appropriate theories, models, and other tools to make better branding decisions and iv) to learn to define measurable brand objectives in the global context.
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