Program Introduction

Based on the educational platform - "SIVA· Detao Advanced Class”, which is jointly created by Shanghai Institute of Visual Arts (SIVA) and Detao, Brand Strategy and Management (BSM) is designed and launched as a four-year bachelor program, starting in September, 2014. Led by Detao Master of Brand Strategy & Design, Prof. Florin Baeriswyl and his internationally known teaching team, as well as SIVA professors, BSM combines different case studies with the experiences of global brands to cultivate talents in the industry.
Brand Strategy and Management (BSM) combines advanced methodologies and four popular industry case projects with the experiences of global brands to cultivate talents. BSM also focuses on hands-on application-based knowledge from conception, positioning, innovation, management, communication, and advertising in order to cultivate talents in the industry to build up China’s own world-class brand.
Nowadays, a good product can no longer satisfy the market. Logic(product) is the distinguishing factor for an enterprise only when combined with emotion(brand). A brand will define what we buy, and how we feel about a product. Good branding can put an enterprise in a leading and invincible position.
Students will learn:
Philosophy of Brand Innovation and Management
Analysis of Market and Consumer
Electronic Marketing
Customer Relationship Management
Business English

Training Goals

Through the analysis of brand related case studies and brand creation projects that requires the application of professional knowledge, students learn the process of how to brainstorm, create, strategize, communicate and advertise. This allows them to become professionals in the fields of brand strategy and management.

Curriculum Description

 

BSM consists of the following four modules:
Foundation & Core
Basic Design
Creative and Innovation Process
Business English

Brand Strategy & Marketing
Brand Strategy
International Brand Management
Customer Relationship Management

Business
Negotiation
People Management
Legal Framework of Brand Management

Case Studies & Projects
Industry Case & Project: FMCG
Industry Case & Project: Hospitality & Tourism
Industry Case & Project: Luxury
Industry Case & Project: Finance

 

Career Prospective

 

Brand Graphic Design; Brand Management; Corporate Brand Operation; Advertising and Media; Fashion Industry

Selection of students

Enter SIVA after the College Entrance Examination of China (Gao Kao); Submit an Application Form with Required Documents; Entry Exam; Approval;Confirmation of Acceptance.