年級:	4
學分:	3
時間:	45小時
先修單元:	BUS2001 Principles of Marketing

This module is designed to examine the key elements that are fundamental to brand management. It aims to develop student’s capabilities in creating, establishing and managing brands throughout their brand life cycles.

Upon completion of this module, students should be able to:

1. explain the fundamentals of branding and its effect on consumer mindset;
2. analyze issues of brand positioning, brand value, and brand equity;
3. measure and evaluate brand performance;
4. formulate marketing strategies to manage a brand.