数字社交媒体时代的品牌战略管理Branding Strategy Management in Digital Social Media Time

卡佐里斯　Kazoleas　吴国华　Wu Guohua

学院：文化创意产业管理学院/专业：文化产业管理

时间：短期

导师介绍

卡佐里斯，美国加州州立大学富勒顿分校传播学教授，马克斯维尔国际传播中心主任。他获得密西根州立大学博士学位，亚历桑那州立大学的科学学士与文学硕士。他是公共关系运动、国际公共关系及危机管理领域的专家。他为全球30多家组织提供咨询服务，积累了丰富的经验。他是美国公共关系协会认证的专业公共人士。他担任过美国公共关系协会的分会会长，中西部区主席，教育工作委员会主席。他发表了共20多篇与公共关系与传播有关的文章。

ABOUT SUPERVISORS

Dr.Kazoleas, Dean of Maxwell International Communication Center, professor of communications in California State University, Fullerton, master and bachelor in Arizona State University, Ph.D.in Michigan State University, USA.As an expert in public relations activity, international public relations and crisis management, Dr.Kazoleas provides consultancy for over 30 organizations across the world.He published more than 20 articles in public relations and communications.He is a certified professional, a branch chairman, the president for the middle-west area and the chairman of education executive committee at American Public Relations Association.

导师介绍

吴国华，加州州立大学富勒顿分校传播学教授。他获得得克萨斯大学奥斯汀分校广告学博士学位，伊利诺伊大学香槟分校广告学科学硕士及清华大学文学学士。他的研究领域是广告和在线/数字/互动/社交媒体和文化领域中的消费者行为及跨文化传播国家形象，发表了35篇学术论文与3个学术章节。他创建的品牌信任度5C模型准确地预测了2012年美国总统选举的结果。他是网站感知互动研究领域的原创者，汤森路透的科学网把他的两篇论文排名顶级1％。他翻译了被誉为解开了广告界歌德巴赫猜想之谜的《广告说服力》一书。他是美国《互动广告》杂志编委。

ABOUT SUPERVISORS

Wu Guohua, professor of communications in California State University, Fullerton, received his Ph.D.in University of Texas (Austin) and master degree in UIUC and bachelor of arts in Tsinghua University.His interest of research is advertising; consumer’s behavior in field of online/digital/interactive/social media/culture; and cross-cultural communication.Dr.Wu published 35 papers and 3 academic chapters.He set up 5C model testing brand trust and successfully predicted final result of 2012 American Presidential Election.Dr.Wu is the original writer of website cognitive interaction.Two of his papers are ranked top 1％ by‘Science’.He is also an editorial member for Journal of American Interactive Advertising.

课程介绍

工作坊课程包括创新思维、1：1精准营销、创意整合营销传播和品牌危机管理4个方面，为SIVA学生提供一个国际化的机会，思考他们的未来，探索他们的潜力，以及将学术知识转化为实践的能力。通过一系列授课、主题活动和实践研讨会，帮助学生深入学习专业知识，补充学生对专业前沿趋势的了解，并提高学生未来就业能力的潜质。

COURSE OUTLINE

The workshop covers 4 aspects: innovative thinking, 1:1 accurate marketing, creative integration of marketing communication and brand crisis management.The workshop provides SIVA students with global perspective to reflect their future, explore their potentials, and convert their academic knowledge into practice.After taking the lectures, participating in activities and seminars, students will deepen their understanding of professional knowledge and industrial frontier, as well as be prepared for the future employment.