《品牌管理》课程大纲英文.docxVIP

MKTG 4550R p. PAGE 13 Branding Management Course Outline Course Name：Branding Management Course Code： Course Credit：2.0 Total Course Hours：32 Theoretical Hours：32 Experimental Hours：0 Computer Hours：0 Practical Hours：0 There are 0 experimental (computer) projects in total, including 0 compulsory and 0 elective Course Units: School of Business, Jiangnan University Applicable Major: International business class 1. Nature and Purpose of the Course Branding Management is an applied interdisciplinary subject based on business administration and modern management theory. This paper mainly studies the brand operation and management activities and their regularity centered on meeting the needs of consumers. Branding management is a marginal science that studies the essential elements of a brand and the basic laws of its movement. It is a discipline formed by the intersection of many disciplines such as Marketing, Management, Advertising, Psychology, Communication, Leadership, etc. It is a methodology discipline, which focuses on the basic principles of brand forging, dissemination and operation, providing methodology tools for brand building in various industries. It is an applied science, which comes from commercial practice, focuses on practice and application, and draws inspiration from practice, which in turn provides theoretical basis for effective brand management. This course is based on the analysis of brand essence, brand strategic planning, brand positioning and design, brand integration and communication, and brand asset maintenance to enable students to understand the elements and processes of brand management. This course is intended to introduce students to establish brand awareness and clarify the practical significance of brand management-enable enterprises to stand out from many competing products and services and keep loyal customers. Systematically g