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1、BRANDING MANAGEMENTCourse Name: Brand ManagementCourse Code:Pre-courses: Fundamentals of Management, Consumer Behavior, MarketingFollow-up Courses: Integrated Marketing Communication, Brand Promotion PlanningBilingual: YesCredit: 2.0Total Period: 32Theoretical Period: 32 Experimental Period: 0 Compu
2、ter Period: 0 Practice Period: 0Course Unit: School of Business, Jiangnan UniversityApplicable Majors: UnlimitedCourse IntroductionBrand 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 o
3、f 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
4、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 positioni
5、ng 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
6、 enterprises to stand out from many competing products and services and keep loyal customers. Systematically grasp the basic theories and methods of brand management, and improve the ability to correctly analyze and solve practical problems in brand operation and management. (1) Through the teaching
7、 of this course, students can establish brand management awareness, establish marketing concepts, and master the basic theories and methods of brand management comprehensively and systematically. (2) Through the teaching of this course, students1 ability to solve problems, analyze problems and apply
8、 to society can be improved. Cultivate and improve the ability to correctly analyze and solve brand operation and management problems, so that students can better adapt to the needs of marketing management practice. (3) Through the teaching of this course, students* knowledge application ability, de
9、cisionmaking ability and innovation ability can be cultivated to effectively meet the new problems and challenges in the social and economic development in the 21st century.Materials and ResourcesTextbook:Kevin Lane Keller. Strategic Brand Management. Beijing: Renmin University of China Press, 4th E
10、dition, May 2016.Bibliography:1. Wu Jian an. Marketing (5th Edition). Beijing: Higher Education Press, 2014.2. Peter Drucker. Management Practice. Beijing: Mechanical Industry Press, 2009.3. Michael Porter. Competition Strategy. Beijing: CITIC Publishing House, 2014.4. Hawkins, Mathers. Consumer Behavior. Beijing: Mechanical Industry Press, 2014.5. Alice, Jack Trout. Positioning. Beijing: Mechanical Industry Press, 2014-12.Readings: See the syllabus section.