Course Description:
Brand Planning and Concepts is one of the core courses related to branding in Sino-German College's Advertising and Exhibition program. It introduces the world's cutting-edge brand management and marketing-related theories through full English lectures, and provides students with ideas and concepts of brand planning by combining a large number of marketing cases of international and local brands.
The main objective of this course is to guide students to use their professional theoretical knowledge to integrate Chinese culture, so as to continuously explore the innovative potential of Chinese brands, create strong brands with Chinese characteristics, and tell the Chinese brand story using a diversified communication matrix. The course content consists of six modules: conceptual foundation of brand planning, brand-related environment analysis, brand positioning strategy, brand identity planning, brand marketing approach and brand management strategy.
The course is delivered in an intensive manner, and the six modules are taught in lectures and workshops in eight weeks, so that students are able to assess the market environment in which the brand is located, set reasonable brand marketing objectives, apply tools for brand management and analysis, learn and understand the STP theory, and acquire the methods of brand positioning, and The ability to develop brand management strategies and marketing strategies.
In addition to the rich classroom content, the students' weekly homework assignments are not easy. The format of the assignments was not limited to a single class assignment. Instead, students are engaged in independent thinking, critical thinking, oral and written communication, collaborative learning, and strategic thinking about the course content through topic discussions in lecture classes, group presentations in workshops, mutual evaluation, and individual sharing of relevant topics.
Student Evaluation.
The most impressive part of the Brand Planning and Concepts course for me was the group work project where I worked with my group members to simulate the entire process of a brand from creation to brand extension. This hands-on work with research and practice helped us to grasp more comprehensively the supporting tools of brand analysis such as SWOT and PESETEL analysis, as well as to present a clearer structural model of the course's knowledge in our minds.
Classroom silhouette:
English
简体中文