邢唷> 欹g 鳵5cbjbjVV;ir<r<8` ` ***8bT*{gb,BBB坒奻奻奻奻奻奻$Yj m甪]"甪BB g(8BB坒坒躚郻B牫[|Tl`>tf3gH{g猔6胢胢|郻郻x胢Xc甪甪{g胢` , :  FENG CHIA UNIVERSITY Syllabus of Branding and Creativity Please read the notes at the end of the table carefully before completing the form. Subject CodeSubject TitleBranding and Creativity 罷Lr倁RaCredit Value3LevelPre-requisite / Co-requisite/ ExclusionNoneObjectives Branding is a sustainable equity for an organization to survive in competitive market and even more to earned word of mouth from consumer. The aim of this course is to lead the student to explore what brand marketing is; experience the delivering value and brand strategy; discuss the issues of brand aesthetic; and cultivate creative competence. This course incorporates three field trip studies to help students to experience the subjects taught in class. In order to keep brand in tune with evolving trend, dynamic competence of creativity is strategic importance. Students are encouraged to propose team project to frame their marketing plan through their original creative ideas. Student will learn the concepts, frameworks, analysis tools, creative aesthetic judgment, and pleasant field trip experience.Intended Learning Outcomes (Note 1)Upon completion of the subject, students will be able to: Understand the concepts and frameworks of brand, creativity, and marketing Apply analysis tools to course subjects Cultivate impulse of creative ideas Frame the marketing planning Establish effective relationship within classmates.Subject Synopsis/ Indicative Syllabus (Note 2) Day 1 Arrive Shanghai, Register the courseDay 2 Open ceremony Introduction of the course and grouping exerciseDay 3 Principle of Brand Marketing Day 4 Exploring Brand Value Day 5 Classic Chinese Garden touringDay 6 Principle of Creativity Field study of Shanghai Culture Creative Industry, 0uP[JW Day 7 Creativity and Aesthetics Workshop for Creating and Aesthetic judgment Day 8 Group discussion for project preparation 1 Day 9 Group discussion for project preparation 2 Day 10 Creativity and Marketing plan Workshop for marketing planDay 11 Final project presentation Farewell partyDay 12 Leaving Shanghai Teaching/Learning Methodology (Note 3)Lecture, 1 credit 18 hours Field trips, case studies, workshop exercise, 1 credit 18 hours Group discussion, group presentation. 1 credit 18hoursAssessment Methods in Alignment with Intended Learning Outcomes (Note 4) Specific assessment methods/tasks % weighting Intended subject learning outcomes to be assessed (Please tick as appropriate)a b c d e1.Participation and discussion 30% ( ( ( ( (2.Field trips assignment 30% ( ( ( ( (3.Final project presentation and written report 40% ( ( ( ( (Total 100 % Explanation of the appropriateness of the assessment methods in assessing the intended learning outcomes: Students are expected to involve in participating course activities including group discussion, contributions, written quiz, group self evaluation, etc. Field trip assignment will include preparation the pre-view material, qualitative data collection on spot, Snapshot photo, assignment report. Final project presentation requires a formal dress code; theories and practice analysis; and aesthetic quality.Student Study Effort ExpectedLectures 32 hours Field visiting survey 15 hours Group discussion 12 hours Final project presentation 6 hours Final project preparation 24 hours Data collection and reading 12 hours Total student efforts 101 hoursReading List and ReferencesReference Text Book V{eu罷LrtStrategic Brand Management Kevin Lane Keller, 飪餷噀S鶴Hr. Principle of MarketingL埛抶[ !|隭厤 鵚uIP﹛鶴Hr0 Creative Spirit, uRa緗H, Daniel Goleman Paul Kaufman Michael Ray . Suggested Reading "o鯷穇菉 o搣鶴Hr0 Marketing Aesthetics, Alex Simonson and Bernd Schmitt Hirschman, HC (1983) Aesthetics Ideologies and the limits of the marketing concept, Journal of Marketing.  HYPERLINK "https://scholar.google.com.tw/citations?user=hH0m6A0AAAAJ&hl=en&oi=sra" Thompson, CJ and  HYPERLINK "https://scholar.google.com.tw/citations?user=jqUD6eQAAAAJ&hl=en&oi=sra" A Rindfleisch,  HYPERLINK "https://scholar.google.com.tw/citations?user=biI69mIAAAAJ&hl=en&oi=sra" Z Arsel (2006),  HYPERLINK "http://journals.ama.org/doi/abs/10.1509/jmkg.2006.70.1.50" Emotional branding and the strategic value of the doppelg鋘ger brand image, Journal of Marketing.  HYPERLINK "https://scholar.google.com.tw/citations?user=xKPcB84AAAAJ&hl=en&oi=sra" Roth, MS (1995)  HYPERLINK "http://www.jstor.org/stable/3152045" The effects of culture and socioeconomics on the performance of global brand imagestrategies, Journal of Marketing Research. Cretu, AE and  HYPERLINK "https://scholar.google.com.tw/citations?user=zKPmT78AAAAJ&hl=en&oi=sra" RJ Brodie (2007),  HYPERLINK "http://www.sciencedirect.com/science/article/pii/S0019850105001331" The influence of brand image and company reputation where manufacturers market to small firms: A customer value perspective, Industrial Marketing Management. Graeff, TR (1997) HYPERLINK "http://onlinelibrary.wiley.com/doi/10.1002/(SICI)1520-6793(199701)14:1%3C49::AID-MAR4%3E3.0.CO;2-O/abstract" Consumption situations and the effects of brand image on consumers' brand evaluations, Psychology & Marketing,  HYPERLINK "https://scholar.google.com.tw/citations?user=Lbt_wx8AAAAJ&hl=en&oi=sra" Gwinner, KP and J Eaton (1999),  HYPERLINK "http://www.tandfonline.com/doi/abs/10.1080/00913367.1999.10673595" Building brand image through event sponsorship: The role of image transfer, Journal of advertising. 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Note 4: Assessment Method This section should include the assessment method(s) to be used and its relative weighting, and indicate which of the subject intended learning outcomes that each method purports to assess. It should also provide a brief explanation of the appropriateness of the assessment methods in assessing the intended learning outcomes.  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