Summary of cou04 測試課程

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

Unit 1:Brand Positioning and Targeting

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

Unit 3:Brand Resonance Model and Brand Value Chain

Unit 4:Cultural Authenticity and Branding

Unit 5:Integrated Marketing Communication & Retailing

Unit 6:Pricing Strategy

Unit 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)

Unit 8:期末考 (李惠春老師)

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Course Passing Grade:15 Full Score 100 point

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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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Course Overview