East China Normal University, Ph.D, 2005, Shanghai, China
Harbin Normal University, Master, 2002, Harbin, China
Harbin Normal University, Bachelor, 1999, Harbin, China

MBA

Management Case

Marketing

Management Innovation Seminar 

Consumer Psychology and Behavioral Marketing

Action Learning Theory

Action Learning Practices 

Marketing Management

K+P Classroom

Organizational Behavior

Bsc

Customer Behavior (bilingual)

Psychology

Msc

Consumer Behavior Research

JOURNAL ARTICLES

DU Weiyu. 2023. A study of the impact of humorous advertisements on brand gender. Foreign Economics & Management.

DU Weiyu, Serdar S. DURMUSOGLU. 2023. The influence of advertisement humor on new product purchase intention: mediation by emotional arousal and cognitive flexibility. European Journal of Innovation Management.

DU Weiyu. 2020. The influence of disorderly environment on consumers' reference for boundaries. Journal of Contemporary Marketing Science, (1): 17-31.

MONOGRAPH

Selected Cases of Action Learning Practices, Gezhi Press, 2022

Action Learning: Unlocking the Potential of Management, Higher Education Press, 2021

TEACHING AWARDS RECEIVED

Reform and Practice of Innovation and Entrepreneurship Education Model in Science and Engineering Colleges Driven by Value Leadership and Action Learning, First Prize in Shanghai, 2022

Innovating an Original Living Case Double Cycle 3D Teaching Model Based on Action Learning, Second prize at school level, 2021

Integration of Industry and Education, Unity of Knowledge and Action: Exploration of Action Learning Teaching Innovation Mode of ‘Five-dimensional Integration’., Second prize at school level, 2021

CASE

Bright Cold Drinks Bear Brand: How to Shape the Naive White Bear IP, China Management Case Sharing Center, 2024

Runding Shengde: How Private Switched-Mode Power Supply Enterprises Light Up the Market Road, China Management Case Sharing Center, 2023

Bright Cold Drinks: A Century-Old Brand Lives Out Its Youthful Taste, China Management Case Sharing Center, 2022

Xuegao Zhong: Why Netflix Ice Cream Is So Popular, China Business Administration Case Center, 2022

The conflict and integration of online and offline channels of Qinyuan water purifier, China Management Case Sharing Center, 2022

Bright Brand Cold Drink’s Brand Union and Crossover Journey, China Management Case Sharing Center, 2021

Intercultural Communication of Norwegian Employees in Browning’s Chinese and Norwegian Companies, China Management Case Sharing Center, 2021

The National Fellowship: Where the Desert Road Leads, China Business Administration Case Center, 2021

How far can Hi-Tea go?, China Management Case Sharing Center, 202