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Message |
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This programme marks the unique co-operation of CEIBS and Columbia Business School, two leading educational institutions located, respectively, in two of the world's leading cities: Shanghai and New York. Established in 1994, CEIBS has become the leading business school in the People's Republic of China. Columbia Business School is a world-renowned, internationally oriented business school established 86 years ago. The Financial Times of London has ranked Columbia Business School as top ten executive-education provider worldwide for six consecutive years from 2000 to 2005, with the No. 1 rank four years in a row.
This programme offers state-of-the-art learning in advanced marketing management. It is designed to address the many challenges that executives face in managing a business in today's economy. The programme is action-learning oriented: It not only discusses market management strategies and tactics for today's business challenges, but it also provides processes and tools to develop and implement these strategies and tactics on a day-to-day basis.
The programme faculty have taught in and directed many executive education programmes around the world. They have many years of experience in working with major corporations in China, the United States, Europe and Asia. They look forward to sharing their knowledge and expertise with programme participants and helping them address their current marketing challenges.
Noel Capon
Programme Co-Director |
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Description |
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To succeed in today's fast-paced global economy, organisations must constantly create new markets, develop innovative products and services, invent new modes of value delivery and communication and extract greater profits and growth. Today more than ever, executives need marketing expertise that is creative yet rigorous, forward-looking and transcends functional boundaries. This four-day intensive programme is jointly run with the Columbia Business School, one of the top business schools in the United States. The format ensures that the best resources and experienced staff from both schools are employed to provide participants with a strong foundation in the fundamentals of marketing thought and practice. |
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Objective |
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This programme will help participants develop a market-focused mindset and will give participants processes and tools for generating customer and market insights, and using these insights to develop marketing strategy and programmes. The programme is action-learning oriented, combining highly interactive classroom discussions, analyses of real-life business cases and market planning exercises. |
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Participants |
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Experienced business and marketing executives; those with growing marketing responsibilities; product, market or brand managers; and managers whose effectiveness requires improved interface with marketing. |
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Benefits |
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After completing the programme, participants will be better able to:
- evaluate and create customer value
- create truly sustainable competitive advantages from unique customer insights
- design rigorous and integrated market-focused strategies
- create truly sustainable competitive advantages from unique customer insights
- master the tools of strategic pricing, positioning, segmentation and targeting
- address distribution challenges in China
- analyse the profitability impact of marketing decisions
- improve their decision-making abilities
- execute marketing and product strategies
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Coverage |
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- Generating customer insights
- Strategic market segmentation
- Positioning your offer
- Marketing mathematics
- Integrated promotion and communication strategy
- Strategic pricing
- Branding strategy
- Psychological marketing
- Overcoming common pitfalls in strategic decision making
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Schedule |
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Day 1
- morning
- Welcome and Programme Overview
- Generating customer insights
- afternoon
Day 2
- morning
- Strategic market planning and marketing mathematics
- afternoon
Day 3
- morning
- Integrated marketing communication
- afternoon
Day 4
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Faculty |
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Professor Willem Burgers, Programme Co-director
Professor Michel Tuan Pham, Programme Co-director |
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Venue |
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The course will be held in CEIBS campus at 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, we are unable to guarantee the seat(s). |
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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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