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The following marketing courses
have been taught by Professor Schmitt, the Chair holder, at CEIBS. All
courses use marketing materials and cases from China.
* Marketing Management A full semester core MBA course focusing on the importance of a customer orientation, strategic marketing (segmentation, targeting and product positioning), and marketing implementation (product development, pricing, distribution, communications and service). * Consumer Behavior and Advertising A full semester MBA course covering key concepts and methodologies for understanding Chinese consumers and applying these ideas to advertising in a Chinese environment. The course includes guest speakers who are active as consumer researchers or practicing advertising executives. * Corporate Identify and Branding An executive course for marketing and communications managers, general managers advertising executives and anybody dealing with brands, image and identity management. After this course, you will be able to manage brands and leverage brand equity; use visual identity, advertising, PR and communications effectively; and plan new product introductions and brand extensions. * Advertising Management A two-day executive course on advertising management. Topics include an overview of the Chinese advertising industry, setting advertising objectives, copy decisions, media planning and advertising research. |
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