Brand Building

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

Applicants: 265

Free

Enroll

THIS COURSE IS INCLUDED IN Advanced Business Chinese: In the Market Program

Time commitment:

1-2 hours/week, 1-2 weeks

Pace:

Self-paced

Subject:

Business Chinese

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.