（I） Project Name

Full Name: Brand-MBA

Abbreviation: BMBA

（II） Institution Name

Organizer: TopBrand Union (Beijing) ConsultingCompany

（Ⅲ）Training Objectives:

The training aims to help trainees understandthe value and essence of branding and develop a comprehensive understanding ofbrand management. The objectives include mastering the basic knowledge of brandmanagement science, understanding the operation law and general operationprocess of enterprise brand management, and mastering brand positioningmethods, as well as the methods for formulating basic strategies such asproducts, pricing, channels, and communication. Moreover, the training aims tohelp trainees learn practical skills that can adapt to real market demands andfuture development trends, understand the values and methods of personalbranding, and enhance their ability to solve practical problems, and deepentheir understanding and application of the knowledge.

（Ⅳ） Trainees:

The training is suitable for undergraduates whoare interested in brand management, eager to learn relevant knowledge andskills, and hope to engage in brand management-related careers in the future.The training is mainly targeted at members of associations (associations) orcollege (department) student unions, entrepreneurs, CEOs, general managers,deputy general managers, senior managers, (PR, marketing, media, planning,branding, marketing, product) directors, people in charge of brand promotion atall levels, heads of brand service agencies, directors of (advertising, PR,online marketing, media placement) consulting services, and managerialpractitioners.

（Ⅴ） Training Cycle:

Each course will last for one year.

（Ⅵ） Training Venue:

The training will take place in Beijing at alocation designated by the organizer, which could be a university, conferencecenter, or training center, among other options.

（Ⅶ） Training Format:

The training will take place in three formats:classroom teaching, group practice, and competition.

In the classroom teaching format, renownedteachers will be the main speaker, and guests will assist in interactivecommunication on and off stage.

In the group practice format, practicalprojects will be selected to test the learning results personally in the workline of work to sharpen skills.

In the competition PK format, teamwork,challenging project difficulties, defeating opponents, and winning generousbonuses will be the focus.

（Ⅷ） Curriculum System:

The Brand-MBA course is jointly developed bythe TopBrand BMBA Center and Peking University. Dozens of authoritative expertsand scholars in the field of brand academia and vocational education areinvited to participate in the courses. After a 2-year research, design, andfeasibility evaluation, a professional curriculum system with internationalstandards is finally formed, which can be regarded as the first in China. Thecourse includes three core modules: thinking mode construction, theoreticalknowledge analysis, and practical skills exercises, guiding trainees to conductscientific and progressive learning, gradually optimizing knowledge structure,and cultivating practical skills.

（Ⅸ） Teaching Team:

The training will have authoritative expertsand brand leaders as part of the teaching team. Highly qualified domesticlecturers will be present to offer trainees an unparalleled learningexperience.