Lecturer: Sherman Chui For 2015-2016-2 BRAND MANAGEMENT Week 01 Course Introduction Week 02 Chapter...
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Lecturer: Sherman Chui For 2015-2016-2 GUANGDONG UNIVERSITY OF FOREIGN STUDIES
Transcript of Lecturer: Sherman Chui For 2015-2016-2 BRAND MANAGEMENT Week 01 Course Introduction Week 02 Chapter...
Lecturer: Sherman Chui
For 2015-2016-2GUANGDONG UNIVERSITY OF FOREIGN STUDIES
Course Introduction
Week 1 Agenda
1. Introduction of Lecturer
2. Class Overview
Course Schedule
Final Grade
Homework + Term Project
3. Class Rules
Lecturer of Guangdong University of Foreign Studies广东外语外贸大学讲师
Deputy Chairman of Mensa China中国门萨组织副主席
CEO of Vinqui.LtdVinqui有限公司执行总裁
Marketing Committee of Peace International Foundation国际和平组织对外市场交流委员
Red Cross Guangzhou Enterprise Service Team 1广东省红十字会企业家会员服务总队队员
Sherman Chui 徐锡文
Led 2 & Guided 1 company
to go public on NASDAQ
and HK Exchange
Former CEO of various companies:
Picasso, Tara China
P&G Management System
Division - Group Manager
Business Process Re-engineering
World Champion Wang Hao
Japanese Team - 福原爱
• Famous in different countries: Britain, USA, Germany, France,
• Spain, Russia and Japan etc..• Loved by sports stars, coaches, TV host…
Coach of China Table Tennis Team
VINQUI
• Online Sports Jewelry Store
• Have customer worldwide
• Google search – No. 1
VINQUI
Our Customers include:
VINQUI
Deputy Chairman of Mensa China
Marketing & Product Advisory Committee
Chairman
• www.mensa-china.com
• Top 2% High IQ Society
founded in 1946
• 80 Countries in the World
Red Cross – Guangzhou Enterprise Team 1
• 540 Members
• Raised RMB 30,000,000 in 2014 for charity
• 100% promise - raised money to the
People in need
• Charity Activities:
raised money to build schools,
cataract surgery
relief disaster
visit elderly…
Red Cross – Guangzhou Enterprise Team 1
Peace International Foundation
• Committee of marketing communication
Lecture Circuit
北京大学
暨南大学
华南理工大学
复旦大学
ICBC.
广东财经大学中国人民大学
上海财经大学
EF
华南农业大学华南师范大学
广州大学
香港大学The Hong Kong
Polytechnic University
Ultimate Frisbee
GDUFS Ultimate Frisbee & Guangzhou Ultimate Frisbee Coach
Table Tennis
International Table Tennis Federation
265.195 km
Bike Races
13h 200km
Photography
Countries Traveled
Traveled around 39 countries
Achievements & Awards• Captain & President of 3 year Illinois State
Chess Team Champion
• 2nd Place Individual Illinois State
Championship
• Ranked top 50 under 18 in U.S.
in Chess
• Top 10 in HK Chess Team
• Chess 20+ Awards/Trophies
Recommended Books: The 4-Hour Series by Timothy Ferriss
The 4-Hour Workweek The 4-Hour ChefThe 4-Hour Body
Both can be bought on AMAZON, kindle edition is cheaper.
There is also a 3h video on Youtube worth watching.
Class Overview
ECOMMERCE
Week 1 Course Introduction
Week 2 Course Overview +
Alternative Models
Week 3 Product Sourcing
Week 4 Taobao, Delivery &
Alipay
Week 5 Psychology of Selling
Week 6 No Class (清明)
Week 7 Web Store
Week 8 No Class (广交会)
Week 09 No Class (广交会)
Week 10 No Class (广交会)
Week 11 Fulfillment & vCommerce
Week 12 Taobao Seminar (TBD)
Week 13 Presentations Week 1
Week 14 Presentations Week 2
Week 15 Presentations Week 3
Week 16 Course Review
14:00 – 16:20 / 18:30 – 20:50, Monday, 北校 6-B201
STRATEGIC BRAND MANAGEMENT
Week 01 Course Introduction
Week 02 Chapter 1+2: What is a Brand & Customer-Based Brand Equity
Week 03 Chapter 3+4: Brand Positioning & Choosing Brand Elements
Week 04 Chapter 5+6:
Designing Marketing Programs to Build Brand Equity &
Integrating Marketing Communications to Build Brand Equity
Week 05 Chapter 7+8:
Leveraging Secondary Brand Associations to Build Brand Equity +
Developing a Brand Equity Measurement & Management System
Week 06 No Class (清明)
Week 07 Chapter 9+10:
Measuring Sources of Brand Equity: Capturing Customer Mind-Set &
Measuring Outcomes of Brand Equity: Capturing Market Performance
12:30 – 14:00, Monday, 北校 2-104
STRATEGIC BRAND MANAGEMENT
Week 08 – Week 10 No Class (广交会)
Week 11 Neuromarketing
Week 12 Seminar (TBD)
Week 13 Chapter 11+12：Designing and Implementing Branding Strategies &
Introducing and Naming New Products and Brand Extensions
Week 14 Chapter 13+14:
Managing Brands Over Time & Managing Brands Over
Geographic Boundaries and Market Segments
Week 15 Chapter 15: Closing Perspectives + Presentation Week
Week 16 Course Review
12:30 – 14:00, Monday, 北校 2-104
CASES OF MARKETING
Week 01 Course Introduction
Week 02 Course Overview (Chapter 1: The Nature of Marketing)
Week 03 Marketing in China (Chapter 2: The Global Marketing Environment)
Week 04 Psychology of Selling
(Chapter 3: Understanding Customer Behavior)
Week 05 No Class
Week 06 Neuromarketing
(Chapter 4: Marketing Research & Customer Insights)
Week 07 Pepsi vs Coke
(Chapter 5: Market Segmentation, Targeting & Positioning)
18:30 – 19:50 / 20:00 – 21:20, Sunday, 南校 G109
CASES OF MARKETING
Week 08 Carlsberg vs Heineken
(Chapter 6: Value through Products and Brands)
Week 09 No Class
Week 10 IKEA (Chap 7: Value through Services, Relationship & Experiences)
Week 11 Walmart (Chapter 8: Value through Pricing)
Week 12 FMCG (Chapter 9+10: Integrated Marketing Communication)
Week 13 H&M (Chapter 11: Distribution: Delivering Customer Value)
Week 14 Presentation Week 1
Week 15 Presentation Week 2
Week 16 Course Review
18:30 – 19:50 / 20:00 – 21:20, Sunday, 南校 G109
Final Grade
50% Class Performance + 50% Exam
Homework
+
Term Project
50ptsAttendance
30pts
Notes
10pts
SC
10pts
+
Multiple Choice
50pts
+
Short Answer
Essay
50pts
Attendance & Notes Requirements
Each class you should take notes
for “takeaway”, use outline +
graphics, take a picture of the
notes, class monitor collect all
students’ notes and send to
Jenna every week.
You should attend at least 12
Classes this term. Each class you
will need to sign an Attendance
Sheet. Class monitor take a
picture of the attendance sheet
and send to Jenna every week.
Pay attention the way you sign the
Attendance Sheet:
Attendance is one of the most important
factor for reference in final grading.
Student sits in the first 1/3 of the
classroom get higher score in Sherman’s
10pts when two students score the same
in exam.
Attendance
Startup A eCommerce Business
Term Project (50 pts Due Presentation Week)
1. 4 to 6 students per group
2. Startup a business in Taobao / Wechat, etc.
3. Design the company name, product sourcing,
packaging, online marketing, etc.
4. (Or find a supplier during Canton Fair /
startup an e - store for an existed company)
5. Presentation
Homework Submission
3 Important things you should know:
1. File name: course name + student number + student name
+ academic year + homework name
e.g. eCommerce_201423456_莫晓丹_2015-2016-2
_Personal Introduction Video
2. File size less than 50M
3. Monitor or 学委 collect the homework on due day and
send to Jenna
Powerpoint Download
Register and log in www.shermanchui.comRegister and log in www.shermanchui.com
Powerpoint Download
Register and log in www.shermanchui.comRegister and log in www.shermanchui.com
Example of Notes - Info Graphic
Class Rules
A
B
C
PPT
Stories & Experiences
PPT
What Do You Want?
Stories &
Experiences
• Create a Wechat group
(dismiss at the end of the semester) where you can ask
questions about each class, homework etc.
• Notify all students of sudden class changes/activities etc.
• Pass out and follow up on attendance sign up sheet every
week and take a picture and send to Jenna.
•Homework collecting on due day.
Monitor
Homework
Do not just copy from others
Do not download from Internet
Attendance (30 Points)
Attend at least 15 classes (out of max16)
1st Absence - 0 ( 30 points)
2nd Absence - 2 ( 28 points)
3rd Absence - 4 ( 24 points)
4th Absence - 6 ( 18 points)
5th Absence - 8 ( 10 points)
6th Absence - 10 ( 0 points)
Respect
Student Meetings
2 to 6 students for Breakfast/Lunch /Dinner/Drinks
No alcohol
Keep in touch
Sep 10 Teacher’s Day
– Where are you, what you have done in the past year etc….
June 1 Children’s Day – ditto
e.g. send “NDY (Not Dead Yet) – Amy” to the following:
1) www.shermanchui.com
2) Wechat
3) Email
4) SMS
5) Call
My Rules
Hi Sherman,
Happy Teachers Day! I’m Amy from class 1201.
After graduation, I got a job in P&G and was fired
in a month.
Around Christmas, I got pregnant, married and
divorced before Chinese New Year.
I travelled all around Guangzhou and saw the
Guangzhou tower from the ground level.
I entered in 2 marathons but did not wake up to
start the race on time.
I’m currently living in Shanghai now and working at
McDonalds near Nanjing Road. If you ever
come to Shanghai, I’ll give you free fries with
Big Mac meal! Hope to keep in touch with you.
NDY:）
My Tel: xxxxxxxxxxx, Email: xxxxxxxxxxxxxxxxxx
NDY – Not Dead Yet
Challenge!List what SPECIAL things you have
done, monitor collect it every week,
PK with Sherman at the end of term.(excluding homework, interview, etc.)
Contact
Low priority: www.shermanchui.com
Normal: [email protected]
Sina Weibo: Sherman徐锡文
Wechat: ShermanChui
High: SMS
Emergency: 13928823808 / 663808
Off Campus Schedule (Tue/Wed/Thu/Fri/Sat/Sun):
Vincent 江健平
Wechat: vincent570560
TEL: 669763
Email: [email protected]) Website registration
2) FAQ of thetalearning
Campus Assistant:
Jenna
Wechat: 694103673
Email: [email protected]) Make appointment for meeting/lunch
2) FAQ of homework etc.
Contact
