Mingyang Yu Professor of Marketing Antai School of management Shanghai Jiaotong University
Education BS, Philosophy, Zhejiang University MS, Economics, Fudan University Ph.D., Marketing, Fudan University Post Doctoral Education(I), Marketing, Fudan University Post Doctoral Education(II),Marketing, Beijing University
Positions Held Professor a irector of Brand Research Center, Antai School of Management, Shanghai Jiaotong University Professor of Marketing, the Institute of Journalism and Communication, Shenzhen University Professor of Communication, the Institute of Journalism and Communication, Huazhong University of Science and Technology Guest Professor in Zhongshan University, Donghua University, Southwest Jiaotong University
Selected Honors and Awards Awards for national wide best selling books, national wide academic achievements, outstanding contributions for Social science Award for Top 10 consultants of China (1997) Award for Top 10 advertising specialists(2003)
Selected External Service and Assignments Academician of International Information Academe of the UN (IIA） Principle of China Consulting Institute Director of Brand Strategy Committee, China Marketing Association Deputy-Director of China Public Relations academic association, Chairman of Applied CSI association of Shenzhen City Principle Consultant of several enterprises, such as DLX, BSD, AMOI etc.
Current Research and Interests Brand and brand building Brand Crisis management Brand innovation Global brand management Selected Papers and Publications Author of 130 articles and 68 books. The most recent one is Brand Research , 2005, Fudan University Press . The wide accepted theories include: the theory of brand life-time, the evaluation model of brand extension, the interaction structure of Advertising and Public administration, the theory of Core concept image of Public relations
Selected Teaching Experiences Courses opening for Doctoral students, Postgraduate students, University students, EMBA, MBA, Government Officers, CEO programs Brand Strategy and management Advertising and Public relations Competitive Strategy Marketing Management And as Fulbright Scholar Lecturer visited universities in Europe, America, Australia, Africa, Asia