• 2008.04.13 - 04.16   [Shenzhen]   English with sequential Chinese interpretation
• 2008.07.15 - 07.18   [Shanghai]   English with sequential Chinese interpretation
• 2008.11.04 - 11.07   [Beijing]   English with sequential Chinese interpretation

In this programme, participants will:

• acquire the ability to step back and clearly assess competitive situations and identify opportunities
• become familiar with the tools and techniques to devise their own results-oriented strategies
• learn the most recent developments in marketing theory and practice
• work on highly relevant case studies taken from international and Chinese situations

• Market-Driven Strategic Planning: Here we discuss what it means to be a market-driven organisation. We will highlight the tools that can be used to turn your company into a market-driven organisation, and examine the strategic and competitive pay-off for your organisation.
• Game Theory and Competitive and Cooperative Strategy: Breakthrough tools for new understanding and better management of relationships with competitors, distributors, and partners. Much attention is generally paid to competitive strategy. In this programme we pay equal attention to cooperative strategy with partners and distributors.
• Growth and Profitability Strategies: Segmentation and product differentiation are introduced as dynamic tools for building core advantages and managing commoditisation trends and price wars.
• Distribution Channel Design and Strategies: You cannot manage distribution in China in the same way as elsewhere and expect to be successful. This section will concentrate on the tools and strategies employed by successful companies in China.
• Marketing Mathematics: Here we show why in marketing you can maximise profitability or efficiency, but never both at the same time. We teach the tools needed to determine how far to push the marketing budget. We show the danger of the popular practice of applying financial analysis tools to marketing decision making.
• Pricing Strategies: In this section we highlight the new tools used in profit-oriented decision making and pricing strategies, and point to approaches and specific tools that may be employed at different levels of price decision making and implementation.
• Marketing Communications: Here lies the weakest point for many companies, and especially many technical companies and companies engaged in business-to-business marketing. We will analyse some very costly recent failures by well-known companies. We will analyse the causes of failure in marketing communications, and the methods by which such failures may be rather easily prevented. As well, we will provide a series of tips and tools designed to improve your company's communications ability.

Day 1

• morning
  • Marketing planning
  • Thinking strategically
  • Case analysis
• afternoon
  • Cooperation
  • E-business
  • Case analysis

Day 2

• morning
  • The contents of a marketing plan
  • Environmental scanning
• afternoon
  • Market analysis
  • Competitive analysis

Day 3

• morning
  • Strategic priorities
  • Marketing objectives
• afternoon
  • Marketing strategies
  • Case analysis

Day 4

• morning
  • Implementation
  • Brand strategy
  • Marketing mix
• afternoon
  • Mixing the marketing mix
  • Case analysis

The course will be held in Shenzhen, Beijing and Shanghai.

• Shenzhen session: Novotel Bauhinia Shenzhen at Qiaocheng Dong Road, Overseas Chinese Town, Shenzhen
• Beijing session: CEIBS Beijing Representative Office, Raycom InfoTech Park Tower A, No. 2 Kexueyuan South Road, Zhongguancun, Haidian District, Beijing
• Shanghai session: CEIBS Shanghai campus, 699 Hongfeng Road, Pudong, Shanghai

Applications are reviewed as they arrive. Completed applications must be received 15 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 and Shenzhen.

If a confirmed booking is cancelled within 15 working days before the programme's start, or if the nominee fails to attend the course, we will charge a cancellation fee that amounts to 20 per cent of the tuition fee. If applicants are unable to attend the programme, the transfer to another CEIBS programme can be made only within the same calendar year. When a request for changing candidate(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.

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

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The Marketing Strategy and Planning programme design combined elements of both marketing and sales with emphasis on the core principles and methods of marketing. Professor Burgers has a deep understanding of the China market, rich practical industry experience, and a keen business sense all of which has allowed the participants to organise our thoughts  and memorise the key points for practical use.

Grace Zeng
General Manager
Wuhan Huierkang Yangzijiang Dairy Co., Ltd.

I enjoyed the programme very much, because it was inspirational and practical. I used to be unwilling to join this type of training programmes as I believed that most of them were unrealistic and superficial. CEIBS changed my concept. It surprised me to learn that the foreign professor can know so much about Chinese situation. I will recommend my colleagues to join CEIBS programmes.

Denis Yau
Technical & Marketing Director
Intervet Hong Kong Ltd.