台湾大学 2014 暑期项目

Taiwan University 2014 Summer Programme

项目手册  申请表

服务与营运管理

服务与营运管理讨论组织如何整合资源,提供产品与服务以满足顾客之需求,本课程以General Management观点,探讨营运与服务的策略性意涵,设计与执行之整合,课程内容分为两大部份:营运管理与服务管理。在营运管理方面,主题包括流程策略、流程分析,产能管理,精简系统,质量管理与产品发展。在服务管理方面,主题包括顾客营运参与、服务设计,服务质量与服务创新。

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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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企业多元化战略

企业多元化战略

教授将让学员了解何谓策略管理、策略理论,课程中分析外部产业环境及内部企业环境,企业该如何进行策略布局及策略规划等,结合实务个案探讨,帮助管理者拟订公司策略与实行方针。
授课教师 朱文仪教授
台大工商管理学系暨商学研究所
  • 哈佛研究 The Harvard Studies
  • 多角化的长期趋势:针对财星五百大公司的研究发现
  • 财星五百大公司的长期多角化趋势
  • 台湾百大集团的长期多角化趋势
  • 爱丽丝梦游仙境(Lewis Carrol)
  • 红皇后效应(The Red Queen Effect)
  • 多角化的可能动机—1
  • 多角化的可能动机—2
  • 多角化的可能动机—3
  • 多角化与绩效之间的关系
  • 为何相关多角化绩效较佳
  • 多角化的限制 麦肯锡企业顾问公司(McKinsey)的研究发现
  • 竞争策略的三个前提Three Premises of Corporate Strategy
  • Porter’s Five Forces Model五力分析模型
  • 1.Portfolio Planning Models: BCG Growth-Share Matrix(BCG矩阵)
  • 2.Corporate Restructuring to Create Value: The Mckinsey Pentagon 麦肯锡的重整策略
  • 3.Transfer Skills & Sharing Activities移转技能与分享活动

 

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商业模式创新

透过案例分析探讨企业在面对诡谲多变的环境中,如何开创新的商业模式,培养学员具备全方位管理思维,提升管理决策能力。课程包含:商业模式再创新、破坏性变革、创新者的DNA、商业模式价值创新等。

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压力与情绪管理

在职场上,真正成功和失败的分水岭,不只是把事情做好,更要了解与学习压力与情绪的管理。课程包含:压力的本质/工作压力面面观、情绪的本质与情绪能力、影响压力与情绪历程的个人与组织因素、评量压力及情绪反应、有效的压力与情绪管理:个人因应与组织介入等。

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