cou04 測試課程的摘要

高如妃 Kao, Faye J.
Education:
Ph.D. in Business (Specialized in Marketing), City University of New York, Baruch College, New York City, USA
MBA, University of Illinois, Urbana-Champaign, Illinois, USA
B.S. in Zoology, National Taiwan University, Taiwan
Work experiences:
Institute of Creative Industries Design, National Cheng Kung University (current)
Institute of International Management, National Cheng Kung University
Eastern Michigan University, Ypsilanti, Michigan, USA
University of Wisconsin, Eau Claire, Wisconsin, USA
Current Position:
Assistant Professor of Marketing, Institute of Creative Industries Design, College of Planning and Design, National Cheng Kung University
Specialized Areas:
Branding Strategy,
Cross-Cultural Consumer Behavior
Marketing Research

單元 1:Brand Positioning and Targeting

單元 2:From Marketing Ideology to Branding Ideology： A Context-Dependent Perspective

單元 3:Brand Resonance Model and Brand Value Chain

單元 4:Cultural Authenticity and Branding

單元 5:Integrated Marketing Communication & Retailing

單元 6:Pricing Strategy

單元 7:細胞與細胞間的溝通-將胞外的訊號轉換成胞內的訊號 (周成功教授)

單元 8:期末考 (李惠春老師)

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課程及格標準:15分滿分：100分

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Strategic Brand Management, Building, Measuring, and Managing Brand Equity, 2013, 4th ed., by Kevin Lane Keller.
How Brands Become Icons, the Principles of Cultural Branding, 2004, by Douglas B. Holt, Harvard Business School Press.
Cultural Strategy, Using Innovative Ideologies to Build Breakthrough Brands, 2010, by Douglas Holt and Douglas Cameron, Oxford University Press.
The Experience Economy: Work is Theatre and Every Business a Stage, 1999, by Joseph Pine II and James H. Gilmore, Harvard Business Press.
Authenticity, What Consumers Really Want, 2007, by James H. Gilmore, and B. Joseph Pine II, Harvard Business Review Press.

All teaching material is prohibited from downloading or released for distribution under intellectual property and copy right protection.

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課程資訊