Innovation has been the driving force for economic growth. Over the past decades, there has been a growing interest in developing a socio-cultural model for innovation. This course introduces you how to use culture as a source of innovation in branding. This course adopts an interdisciplinary approach to integrate thoughts from art, culture, consumption, marketing, economics, sociology, anthropology into building brand equity. This course provides framework to understand how brands can take part in cultural innovation, contribute to society welfare, and still maintain a sustainable business model.
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
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
Assistant Professor of Marketing, Institute of Creative Industries Design, College of Planning and Design, National Cheng Kung University
Branding Strategy, Cross-Cultural Consumer BehaviorMarketing Research
第1週:From Marketing Ideology to Branding Ideology： A Context-Dependent Perspective
第2週:Brand Positioning and Targeting
第3週:Brand Resonance Model and Brand Value Chain
第4週:Cultural Authenticity and Branding
第5週:Integrated Marketing Communication & Retailing
Basic marketing concept, preliminary microeconomics concept.