Courses Detail Information

BUS2510J – Branding and Brand Management


 Jie Li

Credits: 2

Pre-requisites: none


Branding and Brand Management is a marketing course for all JI undergraduates. It is closely linked to the key word: brand, which acts as the carrier of enterprises’ core competitiveness.

Course Topics:

This course contains the connotation of brand, brand creation and co-creation, brand measurement, brand extension, brand communication and brand crisis management. To bridge theory and practice, the course interweaves lectures, mid-term QUIZ and case discussions. The course culminates in a brand audit group project that the students present in the final days of class. The project requires students to pick one brand from the list of the Inter-brand top 100 brands and assess the current state of the brand.