Marketing Strategy and Planning

May 22 - 25, 2019 / Shanghai
October 23 - 26, 2019/ Beijing

English with sequential Chinese interpretation
Programme Fee: 
RMB 38,800

Programme Fee includes tuition, case licensing fees, lunches, stationery, other course materials, interpretation and translation fees if required. The full fee must be paid within two weeks upon receipt of the payment notice. Applications made within 30 days of the start of a programme require immediate payment. CEIBS reserves the right to amend information on this programme including price, discount, date, location, faculty, daily schedule and other details.


This intensive four-day programme explores western-style marketing strategies that can ensure that Chinese companies are world class.  Participants will learn to work with the latest market-driven strategies that have been implemented in the West and in Asia. 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. 


This programme is intended for senior managers who are directly concerned with their corporation’s development of market-driven business strategies. 

Comments From Participants 

I am so much impressed by the wisdom and humor of Professor. In the seminar, I felt the change of my thinking. If we can build a marketing thinking culture, our company will be more successful in the future.

Maggie Cheung
General Manager
Beijing Yonghe King Co Ltd


The professor adopted a fascinating teaching methodology, and explained profound market theories in witty terms. Indeed, the programme stood out among similar courses in the marketplace, and left me a deep impression.

Zhi Baojing
Assitant General Manager and General Manager of Sales Company
Shaanxi Heavy Duty Automobile Co Ltd


The four-day intensive programme proved to be a wonderful learning experience for me. The professor's great sense of humour, the insightful lectures and the well designed schedule, all benefited our understanding of core concepts in business theories. Most importantly, the analysis of real cases enabled us to gain a deep insight into the theoretical knowledge. I would like to participate in more programmes in future.

Xiong Xin
Senior Regional Manager
Fujifilm Medical Systems (Shanghai) Co Ltd, Beijing Office


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 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


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




  • Crafting Effective Marketing Strategy
  • The elements of a winning marketing strategy
  • Defining the value proposition


  • Trends in marketing strategy – what world-class companies are doing to grow profitably in tough markets
  • Guidelines for writing marketing plans
  • Key elements of positioning
  • Understanding segmentation: the good and the bad
  • Key elements of branding
  • The role of customer insight
  • Branding: the anatomy of branding
  • Brand loyalty – new research
  • Brand positioning and international branding, from western and Chinese perspectives
  • Management of distribution channels, and dealing with conflict
  • When and how to use electronic channels
  • Models of marketing communications.
  • Distribution channel concepts and how these change in a digital world
  • The influence of new media
  • Customer relationship management to maximize lifetime value
  • Online and offline marketing, and old and new customer behaviours
  • Differential analysis of communication vehicles
  • New research on effectiveness of marketing communications expenditure
All Day
  • Marketing in an Era of Change
  • Product life cycle theory
  • Internationalization and Marketing
  • Patterns of Evolution: does first-mover advantage exist?

Programme Director

Professor David Arnold

Admissions Procedures
Applications are requested at least 30 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 the basis of space availability. For more information, please contact our Customer Service Team in Shanghai, Beijing or Shenzhen.

Any cancellation made 30 days or more prior to the programme start date is eligible for a full refund of programme fees paid. However, the expenses arising therefrom shall be for the account of the applicant or his/her employer. Any cancellation made less than 30 days prior to the programme start date shall be subject to a fee of 20 percent of the total programme fee. After the programme starts, no fees shall be refunded for participants who withdraw from the programme for any reason.

To ensure the continuity of your learning, you are required to make proper arrangements according to the course schedule after receiving your letter of enrollment. We will neither make up lessons for you nor confer you with the certificate of completion if you are absent from the course for personal reasons. CEIBS reserves the right to amend information on this programme including price, discount, date, location, faculty, daily schedule and other details.

Contact Information

Customer Service Team
699 Hongfeng Road, Pudong, Shanghai, 201206, P.R.C.
Tel: +86-21-2890 5187

Customer Service Team
No.20, Zhongguancun Software Park
No.8, Dongbeiwang West Road,Haidian District
Beijing, 100193, P.R.C.
Tel: +86-10-8296 6688

Customer Service Team
Suite 10A, Taihua Wutong Industrial Park, Gushu Development Zone,
Hangcheng sub-district, Baoan, Shenzhen 518126, P.R.C.
Tel: +86-755-3699 5199