• 2010.08.16 - 08.19   [Shanghai]   English and Chinese with simultaneous interpretation

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.

Michel Tuan Pham
Programme Co-Director

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.

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

• 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

Day 1 

• morning
  • Welcome and programme overview
  • Generating customer insights
• afternoon
  • Positioning strategy

Day 2 

• morning
  • Strategic market planning and marketing mathematics
• afternoon
  • Distribution strategy

Day 3 

• morning
  • Integrated marketing communication
• afternoon
  • Branding strategy

Day 4 

• morning
  • Pricing strategy
• afternoon
  • Psychological marketing

Professor Willem Burgers, Programme Co-director

Professor Michel Tuan Pham, Programme Co-director

• Shanghai (CEIBS Campus, 699 Hongfeng Road, Pudong, Shanghai)

Applicants can apply for the programme in either form:
Online application: Please visit the CEIBS Executive Education website, select the programme you want to take, and click “Apply Now” to apply for the programme; or

Submit application by fax or mail: Please visit the CEIBS Executive Education website, select the programme you want to take, click “Application Form” to download the form, then fill in the form and send it to the CEIBS Customer Service Team by fax or mail. You are also welcome to call the CEIBS Customer Service Team for a printed Application Form.

Applications are requested 20 working days before the programme start date. Applications are reviewed as they arrive and admissions are subject to the final confirmation of CEIBS. Any applications received after that date will be considered on a space-available basis. For more information, please contact our customer service team in Shanghai, Beijing or Shenzhen.

Cancellations or changes of a programme registration may be made without penalty at least 15 working days before the start of the programme. 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. When a request to substitute participant(s) for the same programme is made less than 15 working days before the start of the programme, the seat(s) will not be guaranteed. If an applicant is unable to attend the programme, the applicant may transfer to a different session of the same programme or another CEIBS Executive Education programme within the same calendar year, but must pay any differences in fees between the two programmes. All changes and cancellations are subject to the final confirmation of CEIBS.

* CEIBS reserves the right to amend information on this programme including price, date, location, faculty, daily schedule and other details.

Online Application Status and Payment Status, please visit Applicant Service Center.

The lectures delivered by Professor Michel Pham on such topics as market positioning, how to discover consumer needs and how to manage brands were highly systematic, well organised and true to life. He also provided a large number of useful tools and opportunities for us to practice, which could be very beneficial to our day-to-day operation. I was deeply impressed by Professor Willem Burgers' lectures on market strategy and pricing. His lectures were always flavored with a strong sense of humor and unique way of teaching. He had that special talent to explain profound theories in simple language, and made us smile and do constant thinking and rethinking. I also learned to look at market competition from a fresh perspective in a way I never learned from any other previous trainings. In short, it is a very worthwhile programme in which you can learn things and obtain tools. However, the most meaningful part of the programme, in my opinion, comes from the collision of different viewpoints held by elites with different industrial backgrounds, because it helps expand your vision, create new ways to solve problems, and thus, achieve a new level of self-promtion.

Bryan Chen
Senior Product Manager
Johnson & Johnson Medical (China) Ltd.

The 4-day-long training programme makes me yearn for more. The novel theories, together with its perfect combination with cases, the witty lectures delivered by renowned professors, and the active interactions among participants filled the classroom with fun and laughter. Such a short-term programme means a good summary for me. It will also be a source of inspiration in my future job!

Tony Yuan
Marketing Manager
STMicroelectronics (Shanghai) Co., Ltd.

Very good professors who posess both theoretical insight and real business practice knowledge. Good intellectual retreat from the busy day-to-day work.

Celia Pan
Head of China Marketing
Google Information Technology (China) Co., Ltd.

The programme offers a great opportunity to interact with cross-industry participants and discuss important issues. The professor leverages his expertise and background from Columbia Business School for this programme. Overall, this was a good learning experience.

Kim Taesoo
Marketing Manager Asia Pacific
IBM Korea Inc.

This programme offers good tools for product positioning analysis. It's helpful for pricing and marketing calculations, and also offers tools for gaining customer insight.

Hellen Ding
Business Development manager-OEM
Grundfos Pumps (Shanghai) Co., Ltd.

The CEIBS-Columbia Joint Programme in Advanced Marketing Management is highly recommendable. It is very intensive and very comprehensive. It delivers both a number of practical tools for everyday use and challenges old or common ways of thinking about marketing strategy. It is thus beneficial to general managers, 'old marketing hands', as well as relative newcomers to marketing. The teaching is surprisingly varied and well-placed humor facilitates the learning and ability to keep the attention of students throughout.

Hugo Høllede
Commercial Consul
Royal Danish Consulate General Shanghai

The professors' profound knowledge and logical teaching have offered me a clearer and deeper understanding about market positioning strategy and marketing decision making. This is one of the rare programmes on advanced marketing that I would like to recommend to my colleagues.

Tony Dong
Marketing Manager
Schneider (Suzhou) Drives Co., Ltd.