James Chen | Marketing Notes

Hello, everyone. I’m Junjie Chen. You can also call me James. I’m currently studying for a master’s degree in Integrated Marketing at NYU School of Professional Studies at New York University. Scholar project. Before coming to New York, I completed my undergraduate study in Fashion Management at the University of Manchester in the United Kingdom. From fashion business to integrated marketing, I have been focussing on the same problem: how brands can build influence with clear strategies and effective communication in the rapidly changing market, and turn short-term communication into long-term brand assets. For me, marketing is not only about making a good-looking advertisement, but also about understanding consumers and the media environment, and then translating insights into executable strategies and content.

The process of building this blog is actually very simple for me, but the motivation is very clear. I want to record the methods and frameworks I learned in this digital marketing course in a clearer and more traceable way. Instead of finishing my homework after class, I prefer to turn every learning experience into a content asset that belongs to me. It can be looked back and polished repeatedly, and it can also help me accumulate my own analysis system for a long time. In other words, this blog is not a temporary homework presentation, but a learning file and thinking library exclusively for my sustainable updates. The reason why I especially want to precipitate the content of the classroom is that many cases discussed in the classroom are very valuable in themselves. They can not only help us understand how advertising is designed, but also let us see the concept behind marketing.

Starting this semester, I will update a short record for each class, focussing on the advertising and marketing cases we discuss in class or some small cases that I think. On the one hand, I will disassemble the advertising strategy itself. Who is its target audience? What is the core idea? What kind of narrative or visual way is used for creative expression? How does it combine and divide labour between different channels? On the other hand, I will also write down what I think is the most worth discussing and invite more people to think about it together. The most interesting thing about advertising and marketing is that it does not always have a standard answer: the same idea will be interpreted differently in different groups of people; the same media strategy will also have different effects in different budgets and different brand stages. So I will record those moments that make me think, such as the deeper brand position behind a seemingly simple idea, or whether the success of a case comes from insight, execution, or timing and environment? I hope these open questions can make the blog form a discussion space for communication.

For me, this blog is gradually becoming a part of my personal portfolio. I have been involved in creative strategy and social media-related work in Shanghai, and I have also continued to operate my own content account. These experiences make me more and more convinced that what can really improve me is whether you have a set of transferrable methods to stably output judgements in different brands, different categories and different media environments, and implement judgements into executable strategies. What this blog wants to do is to make these methods explicit and leave my thinking process.

Finally, I hope you can regard this blog as a continuously updated record. For me, this is a real and ever-changing communication platform for my heart. You are welcome to read, comment and put forward different opinions, and you are also welcome to share your cases and thoughts with me. The most fascinating thing about marketing is that it is always changing, and what we need to do is to constantly establish our own structure and logic in the change.

James Chen

01/20/2026