《品牌IP衍生品开发》-课程教学大纲.docVIP

PAGE PAGE 10 《品牌IP衍生品设计》课程教学大纲 一、课程基本信息 课程代码课程名称：品牌IP衍生品设计 英文名称：Brand IP derivatives design 课程类别：专业课 学 时：48 学　　分：3 适用对象: 产品设计本科专业 考核方式：考察 先修课程：文化创意用品设计 二、课程简介 中文简介 十八大以来，党中央高度重视中华优秀传统文化的传承发展，将创新发展优秀传统文化作为实现“两个一百年”奋斗目标和中华民族伟大复兴中国梦的根本性力量。品牌IP是指以“创意”为核心，以品牌塑造为表现形式，以新媒体传播为拉动效应——带动系列产品的“开发-生产-出版-销售”的营销行为。本课程从品牌IP基本概念入手，讲述品牌IP产业的产业结构、盈利模式、运营机制、品牌IP衍生品设计定位等专业知识，从文化背景、产业现状、发展策略等多角度对中外品牌IP衍生品行业发展模式作深入解析，以理论指导与实践能力培养相结合的原则，强调知识，技能学习与生产实践相结合，注重传播国外品牌IP产业相关领域的先进经验，突出案例的时效性，涵盖面。课程引入品牌IP设计及校企项目合作结合的方式，依托实际品牌IP衍生品项目，增强学生对品牌IP衍生品运营开发流程的理解和执行力，掌握品牌IP衍生品设计环节中的市场调研、用户定位、产品创意、产品设计等知识点，在课程结束后有能力独立承担相关的设计开发工作。 英文简介 Brand IP refers to the marketing behavior of creativity as the core, brand building as the form of expression, and new media communication as the driving effect-driving the development-production-publishing-sales of series products. This course starts with the basic concept of brand IP, describes the industrial structure, profit model, operating mechanism, brand IP derivatives design positioning and other professional knowledge of the brand IP industry, and derives Chinese and foreign brand IP from multiple perspectives such as cultural background, industry status, and development strategies. The development model of the product industry is analyzed in depth, based on the principle of combining theoretical guidance and practical ability training, emphasizing the combination of knowledge, skill learning and production practice, focusing on the dissemination of advanced experience in related fields in the IP industry of foreign brands, highlighting the timeliness of cases, and covering surface. The course introduces the combination of brand IP design and school-enterprise project cooperation, relying on actual brand IP derivative projects, strengthens students’ understanding and execution of the brand IP derivative operation and development process, and masters market research, brand IP derivative design links Knowledge points such as user positioning, produc