The Asia Europe Business School of East China Normal University is committed to the development of new business knowledge, taking the lead in establishing the High-end Brand Management discipline and degree education in the world. Its characteristic discipline direction brand strategy and enterprise growth have an excellent reputation and influence at home and abroad. In recent years, the Shanghai International School of Chief Technology Officer, the Asia Europe Business School, and the Joint Research Institute of Transforming Science and Technology of East China Normal University have integrated their operations, developed the interdisciplinary construction of science and technology+ and business+, put forward management education to meet major challenges, and created a science and technology business education system with the coordinated development of undergraduate, postgraduate and doctoral students.
In order to actively serve the goal of building a world-class university, creatively implement the school's excellent education plan, and practice the new business education innovation concept and spirit proposed by the college, AEBS started to hold summer schools this year to promote academic exchanges between outstanding students, to improve students' scientific research innovation and future-oriented development capabilities, and make contributions to achieving talent training to support the country's demand for innovation. Under the framework of management education to meet major challenges proposed by the College, the theme of this summer session is determined as future-oriented Interdisciplinary innovation of marketing science.
Marketing science is the basic discipline of economic management. In the new round of scientific and technological revolution and educational reform, more importance and responsibilities have been attached to it. This summer school invited outstanding experts and scholars from China and the United States to provide a one-week lecture session on the cross-innovation of marketing science and related disciplines with cutting-edge orientation and research methods as two dimensions.
Course Arrangement
August 15th
8:30-11:45 a.m.
Opening ceremony
Professor Ding Min | Pennsylvania State University
Lecture 1: How many academic articles to write in your life: different paths to a successful teaching career
Orientation of summer college curriculum
14:00-17:15 p.m.
Professor He Jiaxun | East China Normal University
Lecture 2: Management Research Approach Contributing to the World
Lecture 3: Strategic Brand Management: Thirty Years of Development
August 16th
8:30-11:45 a.m.
Professor Wang Chenglu | University of New Haven
Lecture 4: Development and Current Situation of Interactive Marketing
Lecture 5: Technical Progress and the Future Direction of Interactive Marketing
14:00-17:15 p.m.
Professor Xu Hui | Nankai University
Lecture 6: Linking Enterprise Practice: A Trilogy of Case Study Method Learning
Professor Jing Runtian | Shanghai Jiaotong University
Lecture 7: Management Case Study Design
August 17th
8:30-11:45 a.m.
Professor Cui Haitao | University of Minnesota
Lecture 8: Conducting Research in Behavioral Modeling (1)
Lecture 9: Conducting Research in Behavioral Modeling (2)
14:00-17:15 p.m.
Professor Jin Liyin | Fudan University
Lecture 10: Paradigm and Methods of Applied Behavioral Science
Gong Shiyang Associate Professor | Beijing Normal University
Lecture 11: Cross research exploration of marketing: understanding marketing problems with genetic science
August 18th
8:30-11:45 a.m.
Professor J.B.E.M. Steenkamp | University of North Carolina
lecture 12: Overcoming the Curse of Confirmatory Factor Analysis
Professor Hao Ning | East China Normal University
Lecture 13: Interesting Findings in Creative Thinking Research
14:00-17:15 p.m
Professor Yang Haibin | The Chinese University of Hong Kong
Lecture 14: Review of Enterprise Alliance and Network Research
Professor Du Yunzhou | Southeast University
Lecture 15: Principle and Application of QCA Method
August 19th
8:30-11:45 a.m
Associate Professor Che Hai | University of California Riverside
Lecture 16: Empirical Analysis Methods in Marketing
Lecture 17: Experience of Market Empirical Analysis and Research
14:00-17:15 p.m
Professor Su Chenting | City University of Hong Kong
Lecture 18: The Microfoundation of Marketing Strategy: Understanding Your Consumers
Professor Sun Yacheng | Tsinghua University
Lecture 19: The Effect of Live Streaming Selling on Sales: Evidence from Rural China
August 20th
8:30-11:45 a.m
Associate Professor Sun Li | University of Massachusetts Lowell
Lecture 20: See yourself, heaven and earth, and all living beings: How to Construct Multi-tier Database and Explore the Great Challenge
Professor Huang Dingjiang | East China Normal University
Lecture 21: Machine Learning
14:00-17:15 p.m
Students' academic speeches and comments after class