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Description |
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The need for marketing and branding of Chinese B2B companies has increased dramatically over the past years as they have emerged as regional and global competitors. Over this intensive three-day programme, executives and managers will explore the latest ideas in industrial marketing and B2B brand management. A variety of teaching techniques are employed, including lecture/discussions, planning exercises, and workshops. The lecture/discussions are designed to provide the participants with a framework for understanding and developing an industrial marketing and B2B branding plan. |
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Objective |
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The main objective of the programme is to provide participants with key concepts, skills and techniques that will enable them to manage their B2B marketing and brand management strategy and more effectively and efficiently achieve their business objectives. Participants will thoroughly examine concepts such as the business value creation and price innovation, global strategy for business marketing, ingredient marketing for component suppliers and B2B selling and the relationship between brand and M&A. |
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Participants |
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CEOs, Marketing Executives, Owners of Small and Medium Enterprises, Functional Heads of Divisions, Communication Executives and anyone who is involved in setting and managing their Industrial Marketing and B2B Branding plan and strategy should consider taking this programme. |
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Benefits |
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Participants will:
- Understand the benefits of industrial marketing and branding
- Set up programmes to build marketing and branding plans
- Get to know the tools and instruments for marketing and brand management
- Understand and avoid common problems in Industrial Marketing and Brand Management
- Effectively manage brand in a constantly changing global environment
- Establish a strong B2B Brand particularly for international markets
- Learn to evaluate brand and capture business development opportunities
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Coverage |
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- Overview of business marketing
- Organisational and buying behaviour
- Value creation and price innovation
- Global strategies for business marketing
- Branding concepts and industrial marketing
- B2B communication and advertisement
- Branding of commodities
- Impact of branding and M&A
- Ingredient branding for component suppliers
- Chinese brands going global
- Global branding
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Faculty |
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Professor Waldemar A. Pfoertsch, Programme Director |
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Venue |
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- Shanghai (CEIBS Shanghai campus, 699 Hongfeng Road, Pudong, Shanghai)
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Admissions |
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Applications are reviewed as they arrive. Completed applications must be received 20 working days before the start of the programme. Any applications received after that date will be considered on a space-available basis. Please address all applications and enquiries to our customer service team in Shanghai, Beijing or Shenzhen.
If a confirmed booking is cancelled within 15 working days of the start of the programme, or if the applicant fails to attend the programme, a cancellation fee equaling to 20 percent of the total programme fee will be charged. If an applicant is unable to attend the programme, the applicant may transfer to another CEIBS Executive Education Programme within the same calendar year. When a request to substitute participant(s) for the same programme is made less than 15 working days prior to the start of the programme, the seat(s) will not be guaranteed. |
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* CEIBS reserves the right to amend information on this programme including price, date, location, faculty, daily schedule and other details. |
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