● Aug 18-21: Stage 1 Course Pre-Selection
● Aug 25-26: Stage 2 Course Pre-Selection
● Sep 4: 2023 Fall classes start
● Sep 4-16: Phase II Course Selection – Add and Drop
● Sep 19 – Nov 24: Course Withdrawal


 

全球品牌策略與管理 Global Brand Strategy and Management
(Course ID: 749 M1640) 

Syllabus

Brands are at the core of the business success and financial power of the world’s most successful international companies. Strong global brands often become the most valuable asset of the company (e.g. Gillette, Coca-Cola, Apple, Pampers, McDonalds), and are now specifically valued, tracked and ranked globally as a stand-alone business asset (e.g. by Forbe’s World’s Most Valuable Brands listing). The critical importance of building and effectively managing strong global brands has never been as pressing as today, as the other sources of lasting competitive advantage in the market erode rapidly or collapse (incl. access to technological, manufacturing or financial resources). While almost any new product or technology can be replicated rapidly and cheaply by competition, a well-established brand and it’s relationships with the consumers cannot, which makes it a source of lasting and highly resilient competitive advantage for the long-term financial success of the business. As such, the course will be conducted using a combination of course lectures and in-class discussions cover case studies and simulation tools. Presentations, readings, projects, and a computer-based international marketing simulation game, Country Manager, will be used. The simulation will entail selecting a new Asia market for entry, establishing a brand presence in that market, and expanding into additional foreign markets.

Digital Trends and Management in Cloud Computing數位趨勢與雲端運算管理(Course ID: 749 M1520)
Instructor: Leon van Jaarsveldt 堯里昂  Please check out his profile here

This course will be of special interest to students who want to become more aware of global digital trends, cloud adoption, and the relevant managerial and regulatory challenges of running a business in the contemporary online world.

The course begins by looking at some of the key theoretical concepts surrounding the need for digital innovation, the advantages it brings to competitiveness, and the risks associated with innovation. 

Next, students will learn how to work with cloud technologies and how digital solutions are being leveraged amongst start-ups and small to medium enterprises. For this section, we invite speakers from Amazon’s Web Services (AWS), the leading provider of web hosting services with over 1.16 million companies globally. Distinguished AWS guest speakers will cover some of the key cloud solutions and explain how companies are innovating on top of the cloud and meeting key managerial challenges. This will be combined with real-world case studies as we invite companies to work with students on their final projects and help them explore some of the key trends and challenges companies face on the international stage.

Finally, the course investigates past cases from diverse online business settings to highlight key emerging digital trends and their accompanying managerial and regulatory challenges.

Key objectives include introducing:

• Introduce the key platforms that drive innovation, industry leaders, risks, and opportunities 
• Introduce why cloud adoption is so important to today’s companies
• Introduce the well-architected framework for cloud adoption
• Introduce the culture of innovation and how product development is conducted
• Introduce key trends of online enterprises
• Raise discussion on the managerial and regulatory challenges faced by businesses