Brand Management Course Standard

Course Name:              Brand Management
Course Code：  SX4017	Recommended Hours：    48	Credits：        3
Applicable Majors：	Marketing and other management-related majors
Partner Enterprise: Hongdou Group Wuxi Yishan Pharmaceutical Co., Ltd.

 

 

1．前言

1．1课程的性质

1. Preface
1.1 Nature of the Course:
"Brand Management" is a core professional course for the Marketing major, directly corresponding to the job position of store manager in specialty stores (shopping mall counters), a position that most graduates expect to be promoted to after their initial employment. This course is based on the students' preliminary mastery of management and marketing theories, integrating various knowledge through simulated work tasks to train students in brand management capabilities. It lays the foundation for further study in courses such as "Sales Management," "Customer Management," "Marketing Planning," "Practical Marketing," and "Modern Enterprise Operation and Management."

1.2 Design Approach:
Through the "Brand Management" course, students will develop Chinese national brands into world-renowned, high-value, and timeless brands. The course focuses on cultivating students with moral education as the foundation, ideal and belief education at the core, and the socialist core values as the guide, insisting on the organic integration of value leadership, capability development, and knowledge impartation. Students will learn Chinese traditional culture, experience patriotism, enhance social responsibility, and shape brand awareness.

Here is the English translation of the provided text:

Brand management is an essential job and a vital capability for marketing and related major students after graduation. The ability in brand management will help students improve their potential for career mobility and job promotion based on their initial employment, providing feasibility for their advancement. Job promotion is an inevitable path in the development of students' careers. Therefore, possessing brand management skills is necessary and mandatory, which is also an important part that distinguishes higher vocational education from secondary vocational education.

This course primarily aims to cultivate students' brand management capabilities, determining the course content based on the work involved in brand management. It encompasses six aspects: brand overview, brand element design, brand image shaping, brand strategy, brand communication and expansion, and brand maintenance and crisis management, to train and exercise students' abilities. The teaching content is arranged in parallel according to the six major job functions of brand management, breaking away from the traditional discipline course model characterized mainly by knowledge impartation. It shifts to organizing course content and teaching around work tasks, allowing students to build relevant theoretical knowledge and develop professional skills while completing specific projects, using a teaching method that combines teaching, learning, and doing with an emphasis on practice. Competitive mechanisms are introduced in task design, allowing students to compare different team management methods and their effects in competition, further experiencing cooperation and coordination in task execution.

To clearly express the course objectives and enhance their guiding value in the teaching process, this course adopts a performance-based course objective expression method. Knowledge objectives use expressions like "master..." and "be familiar with...", while the basic format for skill objectives is "be able to (possess) + degree of proficiency + verb + object". The degree of proficiency involved in this course mainly includes "proficient," "accurate," and "basic." "Proficient" means being able to complete tasks without error within a specified time limit, "accurate" means no errors at all, and "basic" means being able to complete tasks without error without time constraints and without prompting from others.

The course is scheduled for 48 class hours in the teaching plan, with a credit of 3 points.

The "Brand Management" course standard is jointly formulated by the course team and Hongdou Group Wuxi Yishan Pharmaceutical Co., Ltd.

 

2. Course Objectives:
This course, through project activities led by retail terminal management tasks, enables students to understand brands, design brand elements, enhance brand image through brand personality and culture, implement multi-brand and family brand strategies, and turn brands into luxury goods. It also covers global brand communication, expansion, and brand maintenance and crisis management. Upon completion, students will have a basic grasp of the knowledge required for brand management work and will possess a positive attitude, enhanced sense of responsibility, and improved comprehensive professional quality.

Career Competency Training Objectives：

l Ability to Apply Knowledge in Brand Recognition.

l  Ability to Design Brand Logos.

l Ability to Shape Brand Culture.

l Ability to Implement Multi-Brand and Family Brand Strategies.

l  Ability to Implement Luxury Brand Strategies.

l Ability to Conduct Brand Communication and Expansion.

l Ability to Protect the Brand.

l Ability to Manage Brand Crises in Practice.

 

3．Course Content and Requirements:

No.	Task	Knowledge Requirements	Technical Skills Requirements	Literacy Requirements	Hours
1	Brand Overview	1. Master the origin of the brand   2. Familiarize oneself with the charm of the brand 3. Familiarize oneself with brand identification 4. Familiarize oneself with the six elements of brand attributes 5. Understand brand classification.	1. Can provide examples to explain the origin of a brand. 2. Can apply learned knowledge to identify a brand 3. Being able to categorize brands	Deeply appreciate China's long-standing brand culture, inspire students to study hard, promote Chinese local ethnic brands to the world, and carry forward their determination. To express the patriotic enthusiasm of students.	4
2	Brand Element Design	1. Master the principles of brand naming 2.Familiar with commonly used brand naming methods 3. Master the steps of brand naming 4. Familiarize oneself with brand naming decisions 5.Master the connotation and function of brand logo 6. Master the form and rules of brand logo 1. Be able to apply the knowledge learned to name the brand	1. Be able to apply the knowledge learned to name the brand 2. Able to make decisions on brand naming 3. Able to apply what they have learned to design brand logos.	1. Students can study the naming methods of a large number of excellent Chinese companies, experience the profoundness of traditional Chinese culture, and stimulate their patriotism. 2. Make students aware that the success of brand naming is not something that can be achieved overnight, but requires accumulation over time. Encourage students to study hard and master the key points of brand naming	8
3	Brand Image Shaping	1.Master the connotation, principles, and strategies of brand positioning 2. Familiarize oneself with the connotation and role of brand culture 3. Familiarize oneself with brand culture shaping 4. Familiarize oneself with brand personality elements 5. Familiarize oneself with the brand's personality and form 6. Familiar with brand personality factors	1. Able to apply learned knowledge to position the brand   2. Able to apply what has been learned to shape brand culture 3. Being able to apply what has been learned to shape brand personality.	Inherit brand culture, and enhance the country's cultural soft power can better safeguard people's basic cultural rights and interests, and make social and cultural life more diverse and colorful. Integrating excellent traditional ethnic culture into brand culture is more likely to resonate with the public.	8
4	Brand Strategy	1.Master the definition,types,roles, and management of multi brand strategies 2. Familiarize oneself with the connotation of the family brand 3.Master the connotation of sub brands 4. Familiarize oneself with the definition and types of brand extension 5. Master the benefits and risks of brand extension 6. Master the factors that affect brand extension 7. Master luxury brand strategy.	1. Be able to apply the knowledge learned to practice multi brand strategy and family brand strategy 2. Able to apply learned knowledge to practice brand extension strategies 3. Able to apply learned knowledge to practice luxury brand strategy	1.Through learning the family brand strategy of using a unified brand name for all products of the enterprise, students can experience patriotism and enhance their sense of social responsibility. 2.The core values of national brands such as Jinlilai are consistent with the socialist core values that Comrade Xi Jinping. 3. Be vigilant against students blindly pursuing modern luxury goods, guide them to view luxury goods with socialist core values, explore and innovate, and build our national brand into an internationally renowned luxury goods brand	8
5	Brand Communication and Expansion	1. Master the overview of brand communication 2. Familiarize oneself with the ways of brand communication 3. Master the overview of brand expansion 4. Familiarize oneself with the skills of brand expansion 5. Master the strategy of brand expansion	1. Able to apply learned knowledge for brand communication 2. Able to apply learned knowledge for brand expansion 3. Students should be able to proficiently apply the skills and strategies of brand expansion	In order to expand more national brands and gain more market share in the international market. They should establish a firm belief in studying and working hard for the great rejuvenation of the Chinese nation.	8
6	Brand Maintenance and Crisis Management	1. Master the operation and maintenance of the brand 2. Familiarize oneself with brand self-protection 3. Master the social maintenance of the brand 4. Familiar with brand crisis management.	1. Able to apply learned knowledge for brand self-protection 2. Able to carry out brand crisis management in practice.	1. Establish a firm belief in students strictly adhering to brand quality standards, firmly resist any behavior that damages the image of our national brand, and enhance students' patriotic beliefs. 2.Cultivate students' awareness of brand protection, establish efforts to learn and work actively to protect the national brand of the great motherland, and stimulate their patriotism. 3.Cultivate students' awareness of crisis, remind them to have a long-term vision and a broad vision, and strive to build our country into a socialist strong country that stands tall in the world.	4
Others		Stage report and results presentation			4
		performance evaluation			2
		motorized			2
Total class hours					48

 

4．实施建议

4. Implementation Suggestions:
The course integrates ideological and political education, emphasizing moral education regularly and randomly. It includes practical teaching for two weeks or three class hours per week, totaling 48 class hours per semester. The teaching reflects the student's main role through reasonable time allocation and various activities.

4.1 Textbook Writing

The course team has been edited by Chen Feng and has created a targeted textbook called "Brand Management". This is a school-based textbook and a collaborative development textbook developed by our school and enterprise. The project has been successfully completed. The textbook was officially published by Renmin University of China Press in January 2020, and "Brand Management (2nd Edition)" was published in July 2023, receiving high praise from students. This textbook has the following characteristics:

1. The theoretical system is complete and the hierarchy is clear. This book takes the development process of brand management as a clue, from brand overview cognition to brand element design, then conducts brand image shaping and brand strategy research, followed by brand communication and expansion, and finally focuses on brand maintenance and crisis management. The content arrangement is gradual, from shallow to deep, highlighting key points and ensuring the integrity of the theoretical system.

2. Highlighted operability and applicability. This book emphasizes interactive teaching, integrating teaching, learning, performance, and practice. It can not only master basic theoretical knowledge but also cultivate practical abilities. Integrate knowledge objectives, ability objectives, case (story) introduction, training camp, project summary, relevant concepts, and after-school exercises into one.

3. The mode is novel and has strong fun. This book selects a large number of brand cases and intersperses many brand stories in the content, all of which revolve around a classic brand. At the same time, each task of the six projects is imported from the brand story. After completing each task, training camps are arranged for practical training of knowledge points. This book greatly enhances the fun of learning knowledge. At the same time, some of the content in this book is expressed through diagrams and tables, making the learning of the content more intuitive and concise.

The textbook relies on the "Love Course (China University MOOC)" platform to promote its construction, committed to guiding teachers to transform "teaching" into "guidance", breaking the traditional model of "teacher centered, textbook centered, and classroom centered", and transforming towards "student-centered". At the same time, it integrates "ideological and political elements". With the help of the "Love Course (China University MOOC)" platform, students can learn independently, communicate with the editor in chief of this textbook online, and obtain value-added and regular upgrade services from this textbook. Teachers who use this textbook can achieve a hybrid teaching approach that combines "online" and "offline", truly achieving the integration of "teacher, textbook, and teaching method".

4.2 Teaching suggestions

1. The overall curriculum should integrate ideological and political education, and moral education should be conducted regularly and randomly. Regularly refers to establishing awareness of ideological and political education, never forgetting the responsibility of ideological and political education, and experiencing patriotism in learning; Randomness means that the work of ideological and political education should permeate into every class teaching, and be felt anytime, anywhere. In learning Chinese traditional culture, middle school students can experience patriotism, enhance their sense of social responsibility, and shape brand awareness. To achieve an organic unity of knowledge, skills, and attitudes.

2. The course schedule includes 2 weeks of practical training or 3 class hours per week, with 16 weeks per semester and a total of 48 class hours. Strengthening the cultivation of students' actual professional abilities, strengthening case guided teaching and project-based teaching, case teaching, project-based teaching or task training, etc., should be closely focused on the goal of professional abilities.

3. In teaching, it is necessary to reflect the student-centered approach by allocating teaching and learning time reasonably, ensuring interactive teaching time, and reflecting the student-centered approach; By selecting characteristic activity projects, teachers propose requirements or demonstrations, students execute them specifically, and others provide feedback to reflect the student-centered approach; Through various tasks such as on-site observation and exchange of brands in school stores, shopping malls, and department stores, students are encouraged to enhance their professional awareness and demonstrate their subjectivity in the activities.

4. Pay attention to integrating knowledge, cases, management stories, and other aspects in teaching to enhance brand management concepts. Flexibly utilize diverse blended teaching modes such as project-based teaching, case-based teaching, question based, experiential, exploratory, seminar based, competitive, and group activity based. By integrating multiple senses such as visual, auditory, and tactile senses, students can gain a deeper understanding of the brand's charm; Provide comprehensive support for teaching content through case studies, videos, and other teaching materials.

4.3 Teaching conditions

Professional teacher requirements: Possess the title of lecturer or above, have a solid theoretical foundation, and at least three years of work experience in enterprises. The curriculum teaching can organically integrate ideological and political education content with professional knowledge and skills education content.

Training equipment requirements: There should be multimedia teaching equipment (including speakers and microphones), students should be able to use computers and networks, and classroom desks and chairs can be flexibly placed.

4.4 Course resources

The course host Chen Feng has independently written and published school-based textbooks and school enterprise cooperative development textbooks, which organically integrate ideological and political education content with professional knowledge and skills education content, integrate theory with experimental training, and play a role in helping students "know what it is" and "know how to do it".

2. Build a training room that simulates the company's brand environment for the teaching of this course, equipped with equipment and facilities related to team activities, to achieve the integration of teaching and practical training, and meet the requirements of teaching, learning, and doing integration.

3. Make full use of the college's curriculum and teaching resources website, make full use of online information resources such as e-books, electronic journals, databases, digital libraries, educational websites, and electronic forums, continuously increase the variety of teaching resources, and continuously improve the pertinence of teaching resources.

4. Make full use of the corporate brand background and business brand store design project tasks of school enterprise cooperation to enhance its simulation level.

5. Establish a course resource library

6. Establish an e-learning platform for business schools and a MOOC course website for Chinese universities for online learning and interaction

4.5 Teaching evaluation

The evaluation of this course is no longer simply based on the amount of course knowledge mastered, but integrates ideological and political education content with professional knowledge and skills education content organically. Reform the traditional evaluation method of student grades, which is mainly based on graduation exams and supplemented by regular grades. Adopt a combination of stage evaluation, process evaluation, and goal evaluation, and an integrated evaluation model of theory and practice with practical operation as the main focus.

NO.	Typical Project	Task Evaluation		Method Evaluation	Standard Score
1	Brand Overview	Brand Awareness	20%	Evaluate the mastery of ideological and political education content among students, evaluate the execution of related tasks, the effectiveness of completing related tasks, group collaboration ability, communication and exchange ability, and independent problem-solving ability	5
		Event organization	30%
		Teacher comprehensive evaluation	50%
2	Brand Element Design	Brand Name Design	20%		15
		Brand logo design	30%
		Teacher comprehensive evaluation	50%
3	Brand image shaping	Brand culture shaping	20%		10
		Brand personality shaping	30%
		Teacher comprehensive evaluation	50%
4	Brand Strategy	Brand Strategy Awareness	20%		20
		Brand strategy execution	30%
		Teacher comprehensive evaluation	50%
5	Brand Communication and Expansion	Brand Communication	30%		20
		Brand expansion	20%
		effectiveness of activity implementation	20%
		Teacher comprehensive evaluation	30%
6	Brand Maintenance and Crisis Management	Brand Maintenance	20%		10
		Crisis management	30%
		Teacher comprehensive evaluation	50%
7	Report Performance	Teacher comprehensive evaluation	100%		20
	Overall evaluation	100

 

5. Other instructions

This course standard is mainly applicable to management majors such as marketing at Wuxi Vocational and Technical College of Commerce.

Author: Chen Feng Reviewer: Wang Jinlong

Date of formulation (revision): May 22, 2024