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本課程以「品牌」為核心，從文化創意、表演藝術、禮賓親善服務與活動策劃等面向，帶領學員認識當代品牌產業的發展趨勢與實務運作。課程將探討品牌定位、故事敘事、文化內容創製、廣告與行銷溝通，以及大型活動、表演藝術與禮賓服務如何成為品牌價值的重要載體。透過案例分析、影片觀賞、產業觀察及實務演練，引導學員從「產品思維」進一步建立「品牌思維」，理解品牌如何透過創意、體驗與服務創造差異化，並培養觀察產業、分析品牌及規劃品牌溝通策略的能力。
《 課程簡介 -- English 》
This course explores the contemporary brand industry through the perspectives of cultural and creative industries, performing arts, event planning, and professional hospitality and protocol services. Students will examine brand positioning, storytelling, creative content, advertising communication, experiential marketing, and the role of events and performing arts in building brand value. Through case studies, video analysis, industry observation, and practical exercises, the course helps students move from a product-oriented mindset toward a brand-oriented perspective. Students will develop the ability to analyze brand strategies, identify industry trends, create meaningful brand experiences, and apply creative communication and professional service concepts to real-world branding practices.
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