Brand Building

Learn how to present the business ideas and behaviors of brand building in Chinese.

Applicants: 263
Free

Time commitment:

1-2 hours/week, 1-2 weeks

Pace:

Self-paced

Language:

Chinese

Level:

Advanced

Topic (s):

Branding

About this course

Brand is a critical intangible asset for any business. This course focuses on how to give a brief introduction to the ideas and behaviors of brand building in Chinese. It explains the discourse structure of a text that tells the story of creating and building a Chinese brand. It also provides some skills on how to briefly introduce business behaviors.

What you’ll learn

  • Professional vocabulary and expressions related to brand
  • Common expressions for describing the behaviors of brand building
  • Skills and expressions for introducing business behaviors
  • Structure of a business speech in Chinese
  • Methods of brand building and brand promotion
  • Real-life cases of Chinese brands and global brands

About the instructor(s)

Mo Duan

Teacher of the Center for International Chinese Education School of Humanities, Shanghai Jiao Tong University

Syllabus

  • Session

    1

    Warm-up: Case Study on Sports Marketing

    In a marketing class, the students analyzed some sports marketing cases of Chinese brands.

  • Session

    2

    Text Learning: The Journey of XTEP

    This session introduces the structure of the text as well as some skills of introducing business behaviors used in the text.

  • Session

    3

    Language Learning: Brief Introduction to Business Behavior

    This session focuses on how to describe a business behavior using the 5Ws and how to describe behaviors in a logical order.

  • Session

    4

    Brand Building Quiz

    Please respond to all questions. A passing grade of 70/100 is required, but you are allowed 5 attempts to pass the quiz. You have one year's time to complete your quiz since successful registration of the course/program.