From Theory to Practice: A PBL Course Design and Effectiveness Analysis on Brand Name Translation for Cultivating Interdisciplinary Talents

Against the backdrop of globalization and brand internationalization, the cross-cultural translation of brand names has become a crucial bridge connecting markets and consumers, creating an urgent demand for relevant talent cultivation. Based on a successful short-term elective short-term course entitled "Cross-Cultural Translation Practice of Brand Names: From Coca-Cola to BMW", this study adopts a case study approach to systematically explore how structured course design can effectively cultivate learners’ cross-cultural translation competence and creative thinking. The paper first constructs a guiding framework integrating theories of intercultural communication, functionalist translation studies, and semiotics. It then elaborates on the course’s four-stage teaching model: Cognitive Construction – Competence Enhancement – Practical Application – Integrated Output. This model integrates project-based learning, output-oriented approach, and case-based teaching, blending theoretical instruction, cultural adaptation strategy analysis, linguistic-symbolic manipulation, and creative practice into a cohesive whole. Through the analysis of three rounds of course implementation and evaluation (including student work, questionnaires, and interviews), the study finds that this course model significantly enhances students’ cross-cultural awareness, equips them with full-process brand translation skills from strategy selection to creative generation, and successfully stimulates their learning autonomy and creativity. This research provides a valuable and effective paradigm for the development of applied, interdisciplinary courses that integrate language, culture, and business practice, offering insights for translation pedagogy reform and intercultural talent cultivation.