Biography

Feng Yan was born in Anhui Province in 1969. He studied in the Department of Chinese at Anhui University and the Department of Chinese at East China Normal University and received his M.A. from the latter. He was a visiting scholar at La Trobe University (Australia) and The University of Manchester (U.K.) and received a graduate certificate of English Education, Science and Technology. He serves as a senior lecturer of Enterprise Marketing Director Program of China Marketing Association.

Honors

1996 SJTU Outstanding Teacher Award; 2005 and 2006 SMD Grants

Research Projects and Publications

He has been involved in multiple national and Shanghai municipal-level research projects, such as the project of China’s Advertising Industry: Strategy and Choice sponsored by National Social Sciences Fund and the project of Media Marketing funded by SJTU Literal Arts Fund Program. He has published more than 40 articles, such as Media Profit Model: Concept, Characteristics and Strategic Levels. As a co-author, he has published 2 books including China Marketing Report. Moreover, he has about ten years’ experience in advertising consulting industry. The brands which he has offered service include Nongfu Spring, Aupu Bath Heater, and etc.

Research Interests

1.  Advertising

2.  Media Marketing

3.  Integrated Marketing Communication

4.  Creative Industry