Aesthetics in Marketing and Business 商业美学 (MKT507)

MKT507 Aesthetics in Marketing and Business focuses on business aesthetics and leadership through visual communication in the digital age. The course covers core modules including new media online business expression, aesthetics and ‘Six-sense’ expression method, AI-empowered visual creation, and on-camera Presence Evaluation. Through the ""Evaluation+Solution+Participation"" closed-loop teaching methodology, students will master online expression strategies, mobile photography aesthetics, content narrative frameworks, voice design, AI tool applications, and personal image optimisation, establishing visual communication capabilities in cross-cultural business environments and enhancing differentiated competitive advantages for individuals and brands. MKT507 商业美学聚焦数字化时代的商业美学与视觉领导力。课程融合美学思维，涵盖新媒体线上商业表达、美学与品牌营销分析、个人 IP 导演思维、六感表达法、AI 赋能视觉创作、上镜形象诊断等核心模块。通过""诊断+方案+实操""闭环教学法，学员将掌握线上表达策略、手机拍摄美学、内容叙事框架、声音设计、AI 工具应用及个人形象优化，建立跨文化商业环境中的视觉沟通能力，提升个人与品牌的差异化竞争优势。

• Online Business Expression and brand Storytelling Foundation: Positioning and Three-Stage Method 线上商业表达与IP故事化基础：定位与三阶段定位法
• Online Brand Narrative Translation: Platform Strategy and Digital Language Transformation 线上品牌叙事转化：平台策略与线上语言转化
• Aesthetics Theory and Brand Marketing Strategy: Eastern and Western Aesthetic Thinking 美学理论与品牌营销战略：东西方美学思维
• Curatorial Thinking for digital IP Branding Construction: Storytelling and Visual Dissemination 策展思维构建线上IP：故事化与视觉传播
• Mobile Photography Techniques: Light, Composition and Golden Ratio Formula 手机拍摄技法：光影、构图与黄金公式
• Scene Construction and Narrative Photography: Space, People and Storytelling 手机拍摄场景构建与叙事摄影：空间、人物与故事性拍摄
• Director's Thinking and Script Creation: Value Framework and Story Structure 导演思维与脚本创作：价值框架与商业故事结构
• Content Narrative and Emotional Anchor Design: User Engagement and Viral Mechanism 内容叙事与情绪锚点设计：用户共鸣与传播机制
• Voice Expression and Authority Building: Acoustic Fingerprint and Professionalism 声音表达与权威感塑造：声音指纹与专业感
• AI-Empowered Six-Sense Integration and Content Optimization: Copywriting, Design, Voice, Efficiency and Editing AI赋能六感整合与内容优化：文案、设计、声音、效能与剪辑
• Color Analysis and Personal Visual Symbolic System: Seasonal Color Theory and Skin Tone Analysis 色彩诊断与个人IP视觉符号系统：四季色彩理论与肤色分析
• Style, Silhouette and On-Camera Style Analysis: IP Consistency and Content Alignment 风格廓形与上镜风格诊断：IP一致性与内容匹配度

• Evaluate the characteristics of business aesthetics and leadership through visual communication in the new economy 评估新经济中美学经济与视觉领导力的特征
• Design visual research to understand global consumer aesthetic behaviour 设计视觉调研，理解全球消费者审美行为
• Anticipate and navigate the complexities of cross-cultural visual communication and personal branding management 预判跨文化视觉沟通与个人品牌管理的复杂性
• Choose suitable visual expression strategies for personal/enterprise brands, ensuring competitive positioning in various regions 选择适合个人/企业品牌的视觉表达策略，确保在各个全球地区具有竞争力的定位
• Design effective visual marketing strategies and utilise digital tools to attract customers, build brand loyalty, and enhance personal influence in multicultural contexts across different international markets 设计并制定有效的视觉营销策略，针对不同国际市场，利用数字工具吸引客户，建立 品牌忠诚度，并在多元文化中提升个人影响力
• Organise cross-platform visual content creation workflows, including mobile photography, AI-empowered editing, and on-camera image optimisation, while navigating the complexities of visual storytelling to ensure consistent brand image across multiple regions 组织跨平台视觉内容创作流程，包括手机拍摄、AI赋能剪辑和上镜形象优化，应对视 觉叙事的复杂性，以确保在多个地区的品牌形象一致性