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======May 2007======
In this issue...
Programmes >> CEIBS-INSEAD
Events
Cases >> Nao Bai Jin
View
News |
Establishing an effective sales and marketing strategy is a critical element to any organisation’s success in the marketplace. In spite of its importance, marketing is still an area that is often misunderstood.
In this issue of iDEA we are featuring the case Nao Bai Jin (Platinum Brain) prepared by Dr. Chen Junsong and Prof. Lydia Price at CEIBS, an article by CEIBS professor Per V. Jenster and an interview with marketing guru Philip Kotler.
We have also provided information on several marketing programmes to help you build your organisation’s marketing capabilities. They include: Strategic Sales Management Programme; Building and Managing Brands; Marketing Branding Strategy and Planning; and Management of Innovation and New Product Development.
We hope you will find this issue of iDEA stimulating and useful.
Happy Reading!
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2007 Executive Education Programme List
(Download
Strategic Sales Forces Management (Prof. Donald Sexton) During this intensive three-day programme, managers explore practical, easy-to-apply approaches to managing the sales force strategically and effectively. We will consider sales strategies in many types of industries and we will be happy to discuss any specific issues or problems faced by the participants.The programme is designed to provide participants with the knowledge and skills to manage the efforts of their sales force so that business objectives are achieved and so that they receive a high return on their sales force resources. Learn more >>
Management of Innovation and New Product Development (Prof. Kwaku Atuahene-Gima) Organisations depend on innovation for their success and survival. In the increasingly competitive and rapidly changing Chinese market environment innovation takes on added importance. However, managing innovation and new product development processes is not easy - the real challenge is to understand the key concepts for successful innovation and knowing about best practices and how to integrate them into your organisation.This programme will be useful to senior managers and other personnel in marketing, manufacturing, purchasing, new product development, engineering, R&D who have responsibilities for new product development and marketing. Learn more >>
Building and Managing Brands (Prof. Donald Sexton) The main objective of the programme is to provide participants with key concepts, skills and techniques that will enable them to manage their brands to maximum value and more effectively and efficiently achieve their business objectives. Participants will thoroughly examine concepts such as the components of brands and brand equity and use those ideas to develop and implement brand strategies for a variety of competitive situations. Learn more >>
Marketing Strategy and Planning (Prof. Willem Burgers) This intensive four-day programme explores western-style marketing strategies that are appropriate for China. Participants will learn to work with the latest market-driving strategies that have been developed in the West. They will also focus on current practices used in communication and distribution channel strategies. This programme is designed to provide participants with an understanding of the latest concepts of marketing strategy and planning, and how to use these powerful tools to create greater customer value and competitive advantage. Learn more >>
CEIBS-Harvard Business School-Tsinghua SEM Joint Senior Executive Programme The School of Economics and Management at Tsinghua University, China Europe International Business School, and Harvard Business School have partnered to offer an intensive program in both Chinese and English. Designed for senior executives in Chinese state-owned and private companies, as well as in multinational companies with operations in China, this program’s comprehensive management curriculum enables executives to focus on creating strategies that boost competitive advantage. Learn more >>
CEIBS-INSEAD Multinational Management Programme CEIBS and INSEAD have partnered to develop the Multinational Management programme, taught by outstanding faculty from both schools. The programme is designed for senior managers with at least 8 years of managerial experience. Preferably they are directly in charge of the internationalisation strategy of their businesses or are expected to contribute significantly to that strategy and its execution. The programme will enable you to identify opportunities for international expansion of your business, operate in the cross-cultural context, build your operational capabilities and make sound decisions relating to alliances and acquisitions, marketing and finance needed to carry out the international expansion. Learn more >>
Diploma in Management Programme The Diploma in Management Programme is aimed at ambitious managers who have already distinguished themselves and are on a fast track of management development. By focusing on the individual, this programme enables participants to step back from their daily responsibilities and gain a broad, integrated perspective of general management.The course is aimed at fast-track management staff who have been identified by senior executives in their companies as having high management potential.It is a modular programme with 8 compulsory modules and 2 electives. Shanghai session: Learn more >> Beijing session (jointly delivered by Ross School of Business at the University of Michigan): Learn more >>
Strategic Leadership (Prof. Shalom Saada Saar)
Today's organisations must focus on building a competitive advantage
through its people. Executives recognise that the new challenge is
how to build speed, flexibility and self-renewal. Clearly, today's
organisations need competent and motivated people in order to grow
and flourish. At the core of this challenge are the quality and
maturity of leadership which is central to any organisation anywhere
in the world.
Learn
more >> Winning the Manufacturing Race (Prof. Jaume Ribera) This programme will analyse how market demands translate through different competitive strategies to become manufacturing tasks or requirements and how to make them real on the factory plant. It is no longer sufficient to have low labour cost or to hire a consulting company to implement the latest production techniques, be they called lean manufacturing, cellular manufacturing or six-sigma. To succeed in the race, Chinese companies must absorb these interesting concepts, adapt them to their own realities and relate them to the strategic mandate. Learn more >>
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 CEIBS Exec Ed Past Participants Forum: Building a Powerful Brand by Having a Strong Web Presence May 28, 2007
Knowledge from CEIBS: Intelligenc in South China 2007 May 24-28, 2007
Join the China Europe International Business School (CEIBS) in May 2007 as the leading China-based business school brings the latest international management concepts, best practices, and cutting-edge business knowledge to South China. From May 24 to 28, CEIBS will host "Intelligence in South China," presenting a series of workshops, forum and "salon" discussions to the cities of Shenzhen and Guangzhou.
Highlights
of Knowledge in South China 2007:
Culture and Modern Economics"
Culture and Modern Economics" and a Strong Brand"
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Prepared by Dr. Chen Junsong and Prof. Lydia Price at CEIBS
Nao Bai
Jin (Platinum Brain) is one of the most spectacular growth stories
in the Chinese health food industy. Chinese businessman Shi Yuzhu
built the brand initially wih the use of "soft" advertorials
describing the brand as a major scientific breakthrough. Branding
efforts later switched to a high frequency television advertising
campaign that encouraged viewers to offer Nao Bai Jin as a gift to
parents. By 2004 Nao Bai Jin had built up a strong sales base and a
clear positioning within the price-insensitive gift market.
Nevertheless, brand managers were worried......Full
case>>
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Contact us
Shanghai Tel: 021-2890 5187 Fax: 021-2890 5183 Email: exec.ed@ceibs.edu
Beijing Tel: 010-8286 2890 Fax: 010-8286 1678 Email: bjo@ceibs.edu
Shenzhen Tel: 0755-2693 5750 Fax: 0755-2693 5743 Email: szo@ceibs.edu |
Corporate Brand Thrust: Is Your Money Well Spent? By Lars Ohnemus and Per V. Jenster
A powerful brand is generally considered an effective way of generating shareholder wealth, but how is it actually measured and controlled? Lars Ohnemus and Per V. Jenster, after examining 2,158 companies within 11 different industries listed in the US and Europe exchanges, found that companies with a balanced corporate brand thrust, on average bring up to a 3-percentage point higher return to their shareholders. Furthermore, the link between brand thrust and financial return can be described as a W-curve with five distinct strategic phases rather than a linear function. Full article>>
Masterclass in Marketing: By Stuart Crainer
Kotler offers his thoughts on why marketing isn't high enough up the boardroom agenda, what place social responsibility has in marketing, and other topical marketing issues. Full article>>
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 "Better Together" - Bekaert and CEIBS Strengthen Partnership April 17 2007 - On his second visit to CEIBS in three years, The Chairman of the Board of BEKAERT, Baron Paul Buysse, CMG CBE, had strong words of encouragement and congratulations for the management, faculty, students and staff of CEIBS during the signing ceremony for the continuation of the three year partnership between BEKAERT and CEIBS. Learn more >>
CEIBS
Establishes International Centre for Financial Research with
Lujiazui Development Group
CEIBS Hosts Former French President Valery Giscard D'Estaing |
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