58《品牌管理》课程大纲英文.docx

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1、BrandingManagementCourseOut1ineCourseName：BrandingManagementCourseCode：CourseCredit：2.0Tota1CourseHours：32Theoretica1Hours：32Experimenta1Hours：0ComputerHours：0Practica1Hours：0Thereare0experimenta1(computer)projectsintota1,inc1uding0compu1soryand0e1ectiveCourseUnits:Schoo1OfBusinesstJiangnanUniversit

2、yApp1icab1eMajor:Internationa1businessc1ass1. NatureandPurposeoftheCourseBrandingManagementisanapp1iedinterdiscip1inarysubjectbasedonbusinessadministrationandmodernmanagementtheory.Thispapermain1ystudiesthebrandoperationandmanagementactivitiesandtheirregu1aritycenteredonmeetingtheneedsofconsumers.Br

3、andingmanagementisamargina1sciencethatstudiestheessentia1e1ementsofabrandandthebasic1awsofitsmovement.Itisadiscip1ineformedbytheintersectionofmanydiscip1inessuchasMarketing,Management,Advertising,Psycho1ogy,Communication,1eadership,etc.Itisamethodo1ogydiscip1ine,whichfocusesonthebasicprincip1esofbra

4、ndforging,disseminationandoperation,providingmethodo1ogytoo1sforbrandbui1dinginvariousindustries.Itisanapp1iedscience,whichcomesfromcommercia1practice,focusesonpracticeandapp1ication,anddrawsinspirationfrompractice,whichinturnprovidestheoretica1basisforeffectivebrandmanagement.Thiscourseisbasedonthe

5、ana1ysisofbrandessence,brandstrategicp1anning,brandpositioninganddesign,brandintegrationandcommunication,andbrandassetmaintenancetoenab1estudentstounderstandthee1ementsandprocessesofbrandmanagement.Thiscourseisintendedtointroducestudentstoestab1ishbrandawarenessandc1arifythepractica1significanceofbr

6、andmanagement-enab1eenterprisestostandoutfrommanycompetingproductsandservicesandkeep1oya1customers.Systematica11ygraspthebasictheoriesandmethodsofbrandmanagement,andimprovetheabi1itytocorrect1yana1yzeandso1vepractica1prob1emsinbrandoperationandmanagement.(1)Throughtheteachingofthiscourse,studentscan

7、estab1ishbrandmanagementawareness,estab1ishmarketingconcepts,andmasterthebasictheoriesandmethodsofbrandmanagementcomprehensive1yandsystematica11y.(2)Throughtheteachingofthiscourse,students1abi1itytoso1veprob1ems,ana1yzeprob1emsandapp1ytosocietycanbeimproved.Cu1tivateandimprovetheabi1itytocorrect1yan

8、a1yzeandso1vebrandoperationandmanagementprob1ems,sothatstudentscanbetteradapttotheneedsofmarketingmanagementpractice.(3)Throughtheteachingofthiscourse,students1know1edgeapp1icationabi1ity,decision-makingabi1ityandinnovationabi1itycanbecu1tivatedtoeffective1ymeetthenewprob1emsandcha11engesinthesocia1

9、andeconomicdeve1opmentinthe21stcentury.2. Coursetrainingobjectives2.1 Mora1ityEducationBy1earningmarketingtheorythroughthecourse,studentscanhaveacomprehensiveunderstandingofmarketingstrategy,marketingmeasures,marketingmanagementandotherre1evantknow1edge.Throughtheexp1anationofthedeve1opmentofmarketi

10、ngphi1osophyandtheevo1utionofmarketingmix,studentscanunderstandhowthepredecessorsthinkinthedeve1opmentofmarketing,howtoovercometheobstac1esandkeepinnovating,soastohe1pstudentsestab1ishascientificwayofthinkingandthespirittofacethecha11engesinwork.Fromtheperspectiveofinnovationdrivendeve1opmentofdomes

11、ticbrandsandnationa1enterprisesinChina,thecourseofmarketingtakestheimportanttheoretica1achievementsofmarketingasthecarrier,integratestheeducationofsocia1istcoreva1uesintotheteachingcontentanda111inksofthewho1eteachingprocess,high1ightsva1ueguidance,know1edgeteachingandabi1itytraining,he1psstudentsto

12、correct1yunderstandthehistorica11awsofmarketdeve1opmentandaccurate1yGraspthebasicnationa1conditions,graspscientificwor1dout1ookandmethodo1ogy,andpromotetheestab1ishmentofcorrectwor1dout1ookandva1ues.2.2 CourseobjectivesThespecificobjectivesofthiscourseare:Studentsofthismajorarerequiredtomasterthebas

13、ictheoriesandknow1edgeofmanagement,economics,marketing,organizationa1behaviorandinnovationandentrepreneurshipmanagement;masterthequa1itativeandquantitativeana1ysismethodsofmarketdataandre1evantmanagementski11s;havestrongpractica1app1ication,operationabi1ityandbasicabi1itytoana1yzeandso1vemanagementp

14、rob1ems;befami1iarwithre1evantpo1iciesandpo1iciesathomeandabroad1aws,regu1ationsandpractices;understandthetheoretica1frontieranddeve1opmenttrendsofthediscip1ine,soastoadapttotheinnovativeandinternationa1requirementsofthenewinternationa1anddomesticenvironmentfororganizationa1managementta1ents.Through

15、thestudyofthiscourse,studentsshou1dhavethefo11owingqua1ities,ski11s,know1edgeandabi1ities:Courseobjective1:synthesizeknow1edgeabi1ity(CorrespondingtoChapter1,supportgraduationrequirementindexpoint2.1)Courseobjective2:ana1yzeprob1emsabi1ity(Correspondingtochapter4-5,supportgraduationrequirementindexp

16、oint2.2)Courseobjective3:decision-makingandjudgmentabi1ity:(Correspondingtochapter2-3,supportgraduationrequirementindexpoint2.3)Courseobjective4:professiona1competenceabi1ity(Correspondingtochapter2-3,6-7,supportinggraduationrequirementindexpoint2.5)Courseobjective5:practica1operationabi1ity(Correspondingtochapter6-7,supportgraduationrequirementindexpoint2.6)Courseobjective6:too1sapp1icationabi1ity(Correspondingtochapter4-7,supportgraduationreq