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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 Needs and Brand Influence
L2 Consumer Needs and Brand Influence
Consumer Needs and Emotions
Consumer Biases
Store Observation at Crystal Plaza
L3 Brand and Product Discovery
L3 Brand and Product Discovery
Small Venture Business Model on Social Media
Brand Identity and Find the Niche for Your Product
L4 Brand Concept and Content Strategy
L4 Brand Concept and Content Strategy
Brand Concepts Ideation in class with ChatGPT
Visual Content Analysis of Competitor Social Media Accounts
Content Marketing Strategy and Video Content Analysis
L5-7 Yiwu Field Trip and Reflection
L5-7 Yiwu Field Trip and Reflection
Visited Yiwu International Trade City
Learned about how supplies are produced and priced, negotiated with vendors Details
L8 Negotiation with Vendors
L8 Negotiation with Vendors
How to Make Orders and Use Vendor Platforms
Identify Useful Information Through Business Conversations
Business Concepts - Value Chain
L9 GenAI Basic Training I
L9 GenAI Basic Training I
Product Design with GenAI tools (Midjourney, Leonardo.ai, Pika Labs, Logo, Promptbase etc.)
Intro to Stable Diffusion Models
L10 GenAI Basic Training II
L10 GenAI Basic Training II
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 Breakeven Analysis
L12 Breakeven Analysis
Identify Different Types of Costs
Breakeven Analysis and Scenario Analysis
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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