| Course Objective |
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| Course Description |
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| Course Schedule |
CLASS SCHEDULE
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Date
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Content
(Class time: Tuesday, 7:10~10:00pm)
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Text
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Reading
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Case
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-
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Feb. 26
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Introduction to the Course and Brand
How to Begin Your Brand Business
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- 3
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Mar. 5
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Understand Worldwide Brand Models
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- 4
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Mar. 12
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Create Your Own Brand Action
How to Promote Your Brand-IMC
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- 6
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Mar. 19
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The Evolution of Brand Theories-USP/Brand Image/Brand Personality
The Evolution of Brand Theories-Brand Positioning/Brand Equity
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Book2, Ch1
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Mar. 26
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The Laws of Brand Building-1
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Book3, Ch3, L1~12
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- 8
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Apr. 2
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(No class)
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- 9
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Apr. 9
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The Laws of Brand Building-2
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Book3, Ch3, L12~22
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-
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Apr. 16
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Midterm Group Presentation-Brand Business
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Book 1, Ch2
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-
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Apr. 23
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Brand Assets Management: Brand Audit
Brand Audit Group Presentation
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Book 1, Ch3
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- M
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Apr. 30
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The Big Data Wave - Brand Disruption
The Big Data Wave - Asia Pacific Platform Brands and Building
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Book 1, Ch10
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- J
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May 14
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Final Exams: Group Presentation-Platform Brand Business
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| Teaching Methods |
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| Teaching Assistant |
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| Requirement/Grading |
Evaluation of Student Performance Weighted as Percentages of the Total Grade
Midterm Report 35%
Final Report 35%
Participation & Contribution 20%
Attendance 10%
PS:
Participation & Professionalism: You are expected to actively and constructively participate in the class discussions.
Important Notes and Policies
Students shall receive a failing mark if they are absent more than three times for this course. Attendance will not be taken during the first class meeting.
Students are given 10 minutes from the scheduled class start time as grace period for attendance to be credited.
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| Textbook & Reference |
Recommended Books:
Platform Revolution, Geoffrey G. Parker, Marshall W. Van Alstne, Sangeet Paul Choudary, 2016
Chapter 2 Network Effects
Chapter 5 Launch
Chapter 10 Strategy
Managing Brand Equity, David A. Aaker, 1991
Chapter 1
The 22 Immutable Laws of Branding, Al Ries and Laura Ries, 2002 (Updated in 2010)
Strategic Brand Management, Alexander Chernev, 2015
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| Urls about Course |
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| Attachment |
Brand Management and Entrepreneurship.pdf |