本論文旨在探討三大核心目標，以優化國立政治大學（政大）IMBA 課程於競爭市場中的策略定位。本研究採用結合 EduQUAL 量表、利害關係人訪談以及顧客基礎品牌權益（CBBE）標竿分析的混合研究法，診斷影響學生滿意度與機構價值之營運變數。實證結果顯示，雖然該課程具備強大的結構性差異化優勢（例如歐洲雙聯學位計畫），但整體意見回饋亦凸顯出具備改善與優化空間的實質機會。
為塑造永續的競爭優勢，本研究建立了一套精簡且具體的可行成長藍圖，並聚焦於三大策略支柱：結合台灣區域優勢以奠定明確的策略定位；轉型為現代化、高度實務導向的體驗式學習模式；以及升級品牌識別策略，以實現機構溝通與數位形象傳遞的現代化

This thesis addresses three core objectives to optimize the strategic positioning of the National Chengchi University (NCCU) IMBA program within a competitive market. Employing a mixed-methods framework combining EduQUAL, stakeholder interviews, and Customer-Based Brand Equity (CBBE) benchmarking, this study diagnoses the operational variables influencing student satisfaction and institutional value. The empirical findings reveal that while the program possesses strong structural differentiators, like European dual-degree pathways, aggregate feedback underscores actionable opportunities for alignment.

To cultivate a sustainable competitive advantage, the study establishes a streamlined growth roadmap centered on three strategic pillars: establishing a clear strategic positioning leveraging Taiwan's regional strengths; transitioning toward a modern, highly practical, experiential learning model; and upgrading the brand identity strategy to modernize institutional communication and digital signaling.

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