台湾大学 2014 暑期项目

Taiwan University 2014 Summer Programme

项目手册  申请表

营销管理与顾客行为

营销管理与顾客行为

本课程目的在协助学员了解营销管理与顾客行为之基本概念、分析架构与模式,课程包含:营销的基本观念、营销策略的定义、定位策略、品牌决策、通路与零售、价格决策、推广等议题。

黄恒奖 教授

台湾大学国际企业学系暨研究所

品牌的观念

品牌公式(Branding Formula)

品牌的内涵

品牌崛起的时机

品牌资产(Branding Equity)

品牌动态金字塔BrandDynamics Pyramid

选择品牌元素(Brand Elements)

设计全方位(Holistic)营销活动

顾客品牌关系的类别Ⅰ

顾客品牌关系的类别Ⅱ

顾客品牌关系的类别Ⅲ

品牌关系与顾客关系Brand Relationship & Customer Relationship

品牌强化(Brand Reinforcement)

品牌激活(Brand Revitalization)

品牌决策

品牌关系的光谱位置(Spectrum Position)

品牌发展实务

品牌体验与承诺

品牌建立(Brand Building)

营销3.0的基石

营销3.0四大要素

营销卖点的演变

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