From July 7th to 8th, 2017, the 2017 Summer Camp for Outstanding Undergraduate Students was held in Asia Europe Business School. In all, 26 campers from all over the country, brimming with confidence and anticipation, came together at AEBS, and spent 3 tense, yet fulfilling days together.
The AEBS Summer Camp for Outstanding Undergraduate Students aims to build an exchange platform, bridging colleges and young students, to promote exchange and interaction among excellent students from different colleges and universities. This will enable students to have an enhanced understanding of the Joint Master’s Program in Marketing (High-end Brand Management) of AEBS, and provide outstanding students with opportunities for further studies. Students who perform exceptionally well in the summer camp activities are eligible to be recommended as Outstanding Camper. Overall, 326 students from 985 project and 211 project colleges and universities from all over the country applied for this summer camp. After rigorous selection, 26 students were finally admitted to the camp to participate in final assessment.
On the morning of July 7th, the summer camp’s opening ceremony was held at AEBS Building, Zizhu International Education Park. Prof. He Jiaxun, Chinese Dean of Asia Europe Business School, delivered a speech. Prof. He warmly welcomed the young talents from well-known colleges and universities to AEBS, and introduced the School to all campers. Prof. He explained the 3C values to all campers – “Creativity, Co-creation, Cause-related Responsibility”, which the School adhered to, encouraging students to dare to change themselves and be creative. He also spoke about the importance of focusing on multilateral cooperation, to create more value with joint efforts, and not to forget the original intentions while also being responsible. Finally, Prof. He gave his best wishes to the students, hoping they would outperform themselves and benefit from the summer camp.
After the Dean's speech, Dr. Xue Haibo, the Director of Joint Master’s Program in Marketing (High-end Brand Management), introduced the campers to the program’s courses, founding intention, training concepts and aims, educational foundation, and curriculum design of the program. He demonstrated the characteristic culture and training advantages of the program from many aspects:
·Joint-Program betweenECNUand emlyon business school (Ranked 2nd in France)
·Introduceworld-leading graduate courseof luxury brand management and marketing
·Taught byworld-renowned experts in luxury and brand management
·Opportunity to interact withstudents from around the world
·Gaining access to thenetwork of global luxury industry
All the campers actively participated in the Question & Answer session, and raised many questions on the academic degree, exchange and internship resources, and language learning that they were interested about. Dr. Xue Haibo patiently answered all questions.
On the afternoon of July 7th, the campers visited the Sand River flagship store located at the Cool Docks, South Bund, to learn about their products and interview the store manager. They also listened to Guo Xiuling, the brand founder, to talk about Sand River’s development and international marketing, and to discuss the brand’s future development direction. The students were grouped by drawing lots, and they were asked to discuss and brainstorm, as well as analyze and discuss the brand’s marketing development in preparing their team report.
On the evening of July 7th and 8th, the campers were assessed. In addition to individual interviews, each group also presented a team report on the enterprise study visit they conducted the previous day. To assess the quality of campers more comprehensively, many experts and scholars participated in the interview and assessment. In addition, AEBS also invited experts from the brand program to jointly review the team report. All review experts scored students based on rigorous criteria, and did it with a high sense of responsibility.
On the afternoon of July 8th, the summer camp’s closing ceremony was held in Fashang South Building, East China Normal University, and the review experts presented awards to outstanding campers, outstanding individuals and excellent teams.