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Course Overview
Course Overview
The course is designed to provide students with a comprehensive understanding of branding in the context of individual and small business applications. The course offers a pragmatic approach to the development and enhancement of a brand, emphasizing the relevance of personal identity in the digital marketplace. Through lectures, case studies, and a strategic field trip, participants will explore the brand-building process, including the creation and implementation of social media and content strategies.
A key component is the experiential learning opportunity at Yiwu's International Trade City, offering insights into real-world business transactions and supply chain management. (Photos and Details)
L1 Personal Brand and Perception
L1 Personal Brand and Perception
The Value of Branding
Branding Basic Concepts
Introduction to Personal Branding
L2 Consumer Branding and Brand Influence
L2 Consumer Branding and Brand Influence
Consumer Needs and Emotions
Consumer Biases
Store Observation at Crystal Plaza
L3 Digital Footprint and Monetization
L3 Digital Footprint and Monetization
Typical Digital Footprint and Goal Setting
Monetization Strategies on Different Platforms
L4 Cross-Border Ecommerce and Yiwu
L4 Cross-Border Ecommerce and Yiwu
Business Concepts - Value Chain
Introduction to Yiwu History
Exercise: Supplier platforms
L5 Content Strategy
L5 Content Strategy
Content as a Profit Center
Content Marketing Strategy
Video Content Concepts
L6-L8 Yiwu Field Trip and Reflection
L6-L8 Yiwu Field Trip and Reflection
Visited Yiwu International Trade City
Learned about how supplies are produced and priced, negotiated with vendors Details
L9 GenAI Basic Training
L9 GenAI Basic Training
Product Design with GenAI tools (Midjourney, Leonardo.ai, Pika Labs, Logo, Promptbase etc.)
Intro to Stable Diffusion Models
L10 Branding Proposal
L10 Branding Proposal
Students submit their branding proposals
Students present their proposed brand stories
L11 SEO and Social Media Marketing
L11 SEO and Social Media Marketing
Introduction to SEO and how ads auction market works
Students present logo designs, taglines, websites etc.
L12 "Invisible Brand"
L12 "Invisible Brand"
Introduction to Psychotechnology
Students present findings from their interactions with online vendors on 1688.com
L13 Prep Consultations
L13 Prep Consultations
Students prepare for the branding portfolio
L14 Final Project Presentation
L14 Final Project Presentation
Final Presentation + Branding Portfolio Submission
Reflection
Questions?
Questions?
Contact cw3715@nyu.edu to get more information on the course
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