《品牌管理》课程教学大纲 一、课程基本信息 课程代码：18230173 课程名称：品牌管理 英文名称：Brand Management 课程类别：专业课 学 时：48 分：3 适用对象：广告学专业本科生 考核方式：考试 先修课程：管理学原理 二、课程简介 《品牌管理》是一门建立在市场营销学和现代管理理论基础上的应用性学科，主 要研究品牌的结构及其运动的基本规律，以企业品牌运营与管理活动及其规律性为主 要研究对象 《品牌管理》涉及的内容包括品牌理论、品牌个性、品牌战略、品牌形 象、品牌资产及品牌研究的新领域等问题。作为经济或管理类专业本科生的专业限选 课，《品牌管理》与其它专业课程如企业管理学、市场营销学、微观经济学等相结合 能更好的拓宽学生的视野，使他们能了解和鲨握未来营销的方向的前沿思想，有助于 普及与品牌相关的理念、理论和基本知识，对学生能更好的理解和解释品牌时代的各 种关于品牌的现象和问题会起到非常重要的作用。 Based on marketing and modem management theory,"Brand Management is an applied subject.This subject major study the structure and the basic law of motion of brand, and the brand management and the law of branding in order to meet consumer demand as the center."Brand Management"covers many knowledge areas such as brand management. brand personality,brand strategy,brand image,brand equity and the new research on brand. It is not only related to the basic principle and theories.also to the practice of business and even personal brand,city brand ,regional brand ,national brand from real world.As a professional elective curse for undergraduate of economy and management,"Brand Management"combined professional courses such as Enterprise Management,Marketing. Microeconomics to expand students'analytic horizon,to make them understand and master the forefront of the marketing,and universal access to the concepts and basic knowledge of brand,which will ultimately enhance students'understanding of the problems and the new phenomena of the age of brand ing. 1 《品牌管理》课程教学大纲 一、课程基本信息 课程代码：18230173 课程名称：品牌管理 英文名称：Brand Management 课程类别：专业课 学 时：48 学 分：3 适用对象：广告学专业本科生 考核方式：考试 先修课程：管理学原理 二、课程简介 《品牌管理》是一门建立在市场营销学和现代管理理论基础上的应用性学科，主 要研究品牌的结构及其运动的基本规律，以企业品牌运营与管理活动及其规律性为主 要研究对象。《品牌管理》涉及的内容包括品牌理论、品牌个性、品牌战略、品牌形 象、品牌资产及品牌研究的新领域等问题。作为经济或管理类专业本科生的专业限选 课，《品牌管理》与其它专业课程如企业管理学、市场营销学、微观经济学等相结合， 能更好的拓宽学生的视野，使他们能了解和掌握未来营销的方向的前沿思想，有助于 普及与品牌相关的理念、理论和基本知识，对学生能更好的理解和解释品牌时代的各 种关于品牌的现象和问题会起到非常重要的作用。 Based on marketing and modern management theory, ”Brand Management ” is an applied subject. This subject major study the structure and the basic law of motion of brand, and the brand management and the law of branding in order to meet consumer demand as the center. ”Brand Management” covers many knowledge areas such as brand management, brand personality, brand strategy, brand image, brand equity and the new research on brand. It is not only related to the basic principle and theories, also to the practice of business and even personal brand, city brand ,regional brand ,national brand from real world. As a professional elective curse for undergraduate of economy and management, “Brand Management” combined professional courses such as Enterprise Management, Marketing, Microeconomics to expand students’ analytic horizon, to make them understand and master the forefront of the marketing, and universal access to the concepts and basic knowledge of brand, which will ultimately enhance students’ understanding of the problems and the new phenomena of the age of branding