Brand Identity

Learn how to describe a company's behaviors and activities in more details, if time or article length allows.

Applicants: 259
Free

Time commitment:

1-2 hours/week, 1-2 weeks

Pace:

Self-paced

Language:

Chinese

Level:

Advanced

Topic (s):

Branding

About this course

This course focuses on how to give a detailed introduction to a business behavior in Chinese. It explains the discourse structure of a case study involving a Chinese brand that changed its name. It also provides some skills for introducing a business behavior with more details, such as the cause, process, result, and meaning.

What you’ll learn

  • Professional vocabulary and expressions related to brand
  • Common expressions for describing the behaviors of brand changing
  • Skills and expressions for introducing details of a business behavior
  • Structure of a business article in Chinese
  • Methods of brand building and constructing
  • Real-life cases of the Chinese 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: Planing a Promotional Event

    In a marketing class, the students analyzed some sports marketing cases of Chinese brands. The marketing department of a company held a meeting to plan a business event.

  • Session

    2

    Text Learning: Tmall Changes Its Name

    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: Describing Business Behaviors with Details

    This session focuses on how to describe a business behavior in details, including its causes, processes, results, and effects.

  • Session

    4

    Brand Identity 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.