New Thinking on Digital Marketing

Date/Venue: 
August 12-14, 2021 / Shanghai
November 19-21, 2021 / Shenzhen
Note: Due to the epidemic, the actual starting time for the courses shall be subject to the notice from the class coordinator.

Participants

This programme is designed for middle-to-top-level managers with a focus on their companies’ development, transformation and marketing in the digital era. Typical participants include senior executives such as general managers, chief marketing officers, marketing VPs, marketing directors, directors of markets, marketing managers, and brand managers.


Introduction

The booming digital economy is becoming a new economic driver. Spurred on by the internet, big data and artificial intelligence, an array of new marketing paradigms, including digital marketing, e-commerce live-streaming, personalised products, private communities, omni-channel marketing and AI marketing, are continually upending and side-lining companies’ traditional marketing philosophies and practices. At the same time, the COVID-19 outbreak has pushed companies towards digital transformation. In order to drive sustainable development, firms need to delve into their underlying business logic and think deeply about how to harness data technology to empower marketing.

This three-day programme will focus on the evolution of scenario marketing in the era of the digital economy and the opportunities that may arise around areas such as AI and big data, e-commerce live-streaming and platform transformation. Classroom lectures will be combined with group discussions and case studies to help participants explore the latest marketing strategies and trends in the era of the digital economy.


Programme Coverage

  • Business logic
  • The evolution of scenario and traffic thinking
  • Micro-moments
  • Platform business models
  • UGC-based social media
  • AI and big data
  • E-commerce live-streaming and platform transformation

A certificate of completion will be awarded


Programme Fee

RMB 32,800
The programme fee includes tuition, case licensing fees, lunches, stationery, other course materials, and 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 about the programme, including price, discounts, dates, location, faculty, daily schedules and other details.


Contact Us

Shanghai
Tel: (86 21) 2890 5187
Email: exed@ceibs.edu
Address: 699 Hongfeng Road, Pudong, Shanghai

Beijing
Tel: (86 10) 8296 6688
Email: exed@ceibs.edu
Address: Building 20, Zhongguancun Software Park, 8 Dongbeiwang West Road, Haidian District, Beijing

Shenzhen
Tel: (86 755) 3699 5199
Email: exed@ceibs.edu
Address: Suite 10A, Taihua Wutong Industrial Park, Gushu Development Zone, Hangcheng sub-district, Baoan, Shenzhen

Programme Objective

This programme aims to analyse numerous increasingly complex marketing scenarios and provide participants with insights into the latest marketing concepts, logic, practices and trends in the digital era so they can create more value for their enterprises.


Programme Benefits

Through this programme, participants will gain an understanding of:

  • The evolution of business logic in the digital era and delve into the underlying business logic
  • New scenarios and traffic
  • How AI reshapes contacts, connections and communities
  • The tribe of Chinese Gen-Z consumers
  • The latest progress in data technology and the present and prospects of its application in the market
  • How to leverage new media to improve the marketing effect
  • How to apply big data thinking to improve customer management

Programme Schedule

Day 1 :New Thinking on Marketing and the Evolution of Scenarios

Morning

Business logic

  • Customer acquisition and retention
  • Scenario and traffic thinking: past, present and solutions
Afternoon

The customer's electronic footprint

  • Micro-moments
  • Electronic footprints
  • Reaching consumers with text, graphs, and audio and video data
  • Insights into consumers using physiological data
  • How should B2B and B2C companies utilise micro-moments to capture customers?
  • Which type of data should enterprises mine internally?
  • Which type of external data should enterprises collect?

Day 2:Digital Connections

Morning

Intelligent push and short videos

  • Evolution of connections
  • Search
  • Intelligent recommendations
  • Judgment on people and things
  • Data tags
  • User profiles
  • Product portraits
  • Innovations in short video content
  • Robot behaviour
  • Case: Douyin and other companies testing the water in short video/live-streaming markets (1)
Afternoon

E-commerce live-streaming, user stickiness, and O2O integration

  • The past and present of e-commerce live-streaming
  • The uniqueness and commercial value of live-streaming data
  • The logic behind new retail formats
  • Online traffic and offline conversion
  • The gamification of marketing schemes
  • Digital products and channels
  • Combining new and old media for branding
  • How can the UGC community create user stickiness?
  • Case: Douyin and other companies testing the water in short video/live-streaming markets (2)
  • Case: The distribution system of an electric vehicle brand

Day 3:Gen-Z Community of Interest, Platform Transformation, and Data-Driven Business

Morning

Data-driven customer value and platform transformation

  • Differences between a platform and an intermediary
  • Challenges in and solutions to platform transformation
  • How to identify valuable customers
  • From traffic to traffic retention
  • Misconceptions about big data reports
  • Pitfalls in enterprises' digital transformation
  • Present prospects for AI application in various scenarios
  • What AI and big data can and cannot do at this stage
  • Where will AI go next? Which businesses will be affected?
  • Case: CRM data mining across a frequent customer system in a traditional B2C industry
  • Case: An online bank's AI-driven customer acquisition and reactivation of its existing customer base
Afternoon

The mind-set of Gen-Z mobile phone users and business opportunities

  • ACGN and the mind-set of Gen-Z
  • Subculture: Chinese style manga, fandom and text cosplay
  • Gen-Z's language characteristics and cultural preferences
  • Pan-entertainment tools: food, music, dance, cartoon, games, comics and light novels
  • Gamified traffic channels
  • Immersive consumer co-creation
  • Virtual idols
  • Virtual employees and colleagues
  • The combination of AI and virtual humans
  • Case: Bilibili

We reserve the right to adjust the course information (including price, date, location, faculty, course arrangement and other details)

Teaching Language

Chinese


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.


Cancellations

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.


Notification

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.