From July 4 to July 6, 2022, the 6th National Excellent Student Summer Camp of ECNU’s Asia Europe Business School was held online as scheduled, which was completed.
Since the opening of enrollment on May 16, AEBS has received 513 applications from students in 151 privileged universities, including East China Normal University, Xiamen University, Central South University, Sichuan University, China University of Political Science and Law, and Southwest University of Finance and Economics. More than 66% of the students enrolled are from china’s double first-class construction universities, 985 Project and 211 Project key universities. After strict evaluation by the college's professor group, 82 students finally stood out and were shortlisted for this summer camp.
The opening ceremony, experience is wealth
Professor He Jiaxun, a doctoral supervisor at East China Normal University, and the Chinese dean of Asia Europe Business School, delivered a speech at the opening ceremony, expressing a warm welcome to the campers. Professor He reviewed the grand events held in previous summer camps and said that AEBS never forgot the original intention of education in the process of selecting students for summer camps. It always adheres to the principles of fair and scientific selection, strict procedures, and a multi-dimensional and multi-indicator evaluation system to comprehensively consider the experience, potential, and efforts of each student. AEBS is committed to providing every student with fair and just opportunities for improvement.
Teacher Tang Xiaoying, the director of foreign cooperation of AEBS, explained the specific arrangements of the three-day summer camp for the students in detail, emphasized the precautions that students should follow, and hoped that everyone would achieve reasonable time management, fully prepare for various assessment contents, and accomplish a good result! Subsequently, Wu Yi, the Chinese marketing project (High-end Brand Management) of AEBS, introduced the specific situation of the school in detail in terms of discipline ranking, school development history, education projects, talent cultivation, teaching staff, teaching system, etc., and patiently answered the students' questions about overseas training, curriculum and other aspects.
Academic lectures, an overview of discipline frontier
On July 4, Professor He Jiaxun held an academic lecture entitled Strategic Brand Management: Past, Present, and Future, leading students to the forefront of brand science theory.
Professor He Jiaxun reviewed the western brand and branding theory and elaborated and combed the origin and development of the brand. He believed that in the context of the new normal of China's economy, enterprises need an enterprise-level brand strategy, that is, from manager-led to entrepreneur-led. In addition, he also looked forward to the future, he pointed out that the impact of the classic brand equity theory in some areas is declining, and some elements of the new theory are showing their importance.
In the practice lecture, Dr. Zhou Xiaohan, senior consultant of Simon-Kucher & Partner, shared the theme of the application of academic thinking in (brand) consulting projects.
Enterprise visits and exploration of China's high-end brands
In this summer camp, students paid a cloud visit to Haier Group. Ms. Liu Yang, the marketing director of Haier Smart Home Shanghai Branch, and the brand director of Casarte brand was invited to introduce Haier Group and its brand Casarte to the students. Ms. Liu Yang believes that in the era of the Internet of Things, scenarios should be used to replace products, and the industry should be contained in ecology. What Haier wants to establish is an ecological brand. Starting from the background of the new era, she gave a detailed introduction to the definition of an ecological brand, Haier's ecological three-tier brand system, Haier's ecological layout, and innovation achievements. Later, Ms. Yang Yang, the director of the Casarte brand, based on the theme of building a high-end ecological brand, described the evolution process of Casarte adapting to the background of the new era and developing toward a massive high-end brand. At last, based on the questions from the students, she explained Haier's global layout, Casarte's positioning and advantages, and the competition pattern.
Stick out from the crowd, a display of skills
On July 5, Professor He Jiaxun, Associate Professor Li Jun, Associate Professor Zhang Xiumin, Assistant Professor Ma Xuejing, and lecturer Wu Yi conducted a remote personal interview with each camper via video call, comprehensively and strictly assessed the campers' professional quality, English expression ability, logical thinking ability, political quality, and other comprehensive qualities.
On July 6, the group challenge officially started. The 15 groups made an in-depth analysis on the topic of Casarte: Building a high-end ecological brand, and made suggestions from the aspects of the competitive market, brand positioning, product iteration, channel layout, etc.
After the fierce competition, 20 excellent campers, 10 best individuals, and 1 champion team were selected in this summer camp.