Minghua Jiang

Professor Jiang earned his Ph.D. degree in 1997 from School of Economics, Peking University. Now a full professor of Marketing department, Guanghua School of Management, Peking University, professor Jiang devotes most of his time to research and teaching.

His research interests include Brand Equity Management, Brand Strategy and Sports Marketing. His renowned research work can be seen in various academic journals in China and America, including “Medals in transition: explaining medal performance and inequality of Chinese provinces”, Journal of Comparative Economics (2005), and “The Empirical Study of the Impact of Discount Amount of Price Promotion on Brand Equity”, Journal of Peking University (2003), etc. In addition, his work received support of two research grants from National Natural Science Foundation of China. He has also turned his research into numerous Marketing cases which have been widely adopted, especially in general marketing and brand management.

His currently offering courses include Marketing Management, Brand Management, and Marketing Case Analysis to students of different levels, Ph.D., MBA, Master’s and undergraduate. He also teaches executives Marketing Management, Brand Management, Advertising & Marketing Strategy offered by Executive Development Programs (EDP), Guanghua School of Management.

Professor Jiang has been a visiting scholar/professor at University of Hertfordshire in 1998 and Kellogg School of Management , Northwestern University, from September, 2001 to March, 2002.

Research Areas

• Marketing Strategy
• Brand Equity and Brand Value
• Brand Endorsement
• Sports Marketing