Brand Identity

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

Applicants: 257

Free

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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

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.