基本素養 Basic Literacy

人文素養
Humanistic Quality
公民素養
Civic Literacy
社會關懷
Society Care
國際視野
Global Perspective

核心能力 Competence

跨領域整合能力
Abilities of interdisciplinary integration
創意產業研發能力
Abilities of research in developing creative industries
科技應用與設計能力
Abilities of applying technology and design
多元與在地文化匯流能力
Abilities of multicultural and local culture convergence

課程概述 Course Description

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. The focus of this graduate course is on cultural innovation in brand management. How to use culture as a source of innovation in branding to provide welfare for consumers is the primary focus of this course. This course takes an interdisciplinary approach to integrate art, culture, consumption, marketing, economics, sociology, anthropology, literature, philosophy, etc. to understand how business sector (brands), which is often classified as low-culture or non-art sector in the economy, can take part in cultural innovation and still maintain a sustainable business model. This course discusses emerging thoughts that are growing in the intersection of these areas.
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. The focus of this graduate course is on cultural innovation in brand management. How to use culture as a source of innovation in branding to provide welfare for consumers is the primary focus of this course. This course takes an interdisciplinary approach to integrate art, culture, consumption, marketing, economics, sociology, anthropology, literature, philosophy, etc. to understand how business sector (brands), which is often classified as low-culture or non-art sector in the economy, can take part in cultural innovation and still maintain a sustainable business model. This course discusses emerging thoughts that are growing in the intersection of these areas.

課程學習目標 Course Objectives

  • Rethink about consumption in the post-modern local market in the global context.
  • Appreciate positivism and existential approaches to study consumption culture.
  • Use consumer research to inject culture and humanity into brand strategy.
  • Apply culture innovation to revitalize existing brands, or create new brands.
  • Create iconic brands that are relevant to the consumption context at the moment.
  • Understand cultural identity and the ethics of identity.
  • 課程進度 Progress Description

    進度說明 Progress Description
    1Course Introduction: From Marketing Ideology to Branding Ideology
    2Online: Brand Positioning Targeting
    3Online: Brand Resonance and Brand Value Chain
    4Case Discussion
    5Online: Cultural Authenticity and Branding
    6Online: Integrated Marketing Communication
    7Case Discussion
    8Online: Pricing Strategy
    9Case Discussion
    10Online: Cultural Branding Model; Brands as Cultural Forms
    11Case Discussion
    12Online: Mega Event and Branding; Brand Architecture and Brand Extension
    13Case Discussion
    14Online: Branding Overtime and Over Geographic Boundary
    15Case Discussion
    16Ph.D. Seminar
    17Final Exam
    18Research Consultation/Discussion
     以上每週進度教師可依上課情況做適度調整。The schedule may be subject to change.

    課程是否與永續發展目標相關調查
    Survey of the conntent relevant to SDGs

    本課程與SDGs相關項目如下:
    This course is relevant to these items of SDGs as following:
    • 健康與福祉 (Good health and Well Being)
    • 教育品質 (Quality Education)
    • 可負擔能源 (Affordable and clean energy)
    • 就業與經濟成長 (Decent work and Economic growth)
    • 工業、創新與基礎建設 (Industry Innovation and infrastructure)
    • 減少不平衡 (Reduced Inequalities)
    • 永續城市與社區 (sustainable cities and communities)
    • 責任消費與生產 (Responsible consumption and production)
    • 氣候行動 (climate action)
    • 海洋生態 (Life below water)
    • 陸地生態 (Life on land)
    • 和平與正義制度 (Peace justice and strong institutions)
    • 全球夥伴 (partnerships for goals)

    有關課程其他調查 Other Surveys of Courses

    1.本課程是否規劃業界教師參與教學或演講? 否
    Is there any industry specialist invited in this course? How many times? No
    2.本課程是否規劃含校外實習(並非參訪)? 否
    Are there any internships involved in the course? How many hours? No
    3.本課程是否可歸認為學術倫理課程? 否
    Is this course recognized as an academic ethics course? In the course how many hours are regarding academic ethics topics? No
    4.本課程是否屬進入社區實踐課程? 否
    Is this course recognized as a Community engagement and Service learning course? Which community will be engaged? No