Participants

This programme is designed for senior executives responsible for formulating a marketing strategy.

Introduction

It is increasingly important for companies to think outside the box and draw on a wide range of tried-and-tested marketing tactics, to examine marketing issues systematically and dynamically, and to analyze and select marketing strategies based on customer needs, market dynamics and resource availability. This programme is designed to provide an in-depth understanding of Western marketing strategies that are appropriate to the Chinese context. Participants will learn how to apply the latest market-driven strategies proven in the West to the Chinese market, with a focus on prevailing communication and distribution channel strategies.

With market changes driven primarily by digitalization, globalization and the rise of disruptive entrepreneurship, traditional marketing theories are facing unprecedented challenges: growing customer influence, intensified peer competition and the emergence of new entrants from across industries. In this context, it is critical for organizations to prepare for the challenges ahead with a multi-pronged approach, ranging from reallocating marketing resources, exploring new channels and media, to realigning strategies and repositioning business units. 
 
This intensive four-day programme explores how to develop and implement the effective marketing strategies needed to thrive in the new market landscape. It will focus on how companies can use the tremendous market changes to strengthen their strategic position and create new value, rather than being passive and defensive. Special attention will be paid to the areas undergoing the most dramatic change, including new digital channels for communication and distribution, branding and new market access, and mobile internet strategies. The programme will also provide a deep dive into consumer behavior in the context of the mobile internet, especially the behavior of Gen Z consumers, and the competitive landscape to help participants recognize the realities and identify possible paths to transformation. The challenging programme, which combines lectures, group discussions and case studies, is designed to enable participants to apply the new ideas they learn to their own organizations.

Programme Coverage

• Marketing in an Era of Change: We will explore the real challenges companies face in adapting to changing market dynamics, with a focus on how the opportunities and challenges of digitalization are driving the evolution of marketing practices.
• Market-Driven Strategic Planning: We will discuss the defining features of a market-driven organization. Using case studies of world-class companies, we will then introduce the tools a company needs to transform itself into a market-driven organization and analyze how they can be used to create a strategy and navigate the competitive landscape.
• Developing an Effective Marketing Strategy: Participants will be provided with a framework for evaluating and optimizing marketing strategies to steer their business towards sustainable growth. They will also be updated on the latest marketing strategies to promote best practice within their organizations.
• Consumer Insights: Participants will learn how to gain consumer insights based on user value and probe into how consumers access, process and store information, make decisions and pursue consumer experiences in the digital age.
• Product Marketing and Pricing: We will highlight the differences between vertical and horizontal product differentiation and explore how to design a marketing strategy for each. We will then discuss marketing strategies and pricing models based on marketing effectiveness for new products in the mobile internet era.
• Channel Strategy: With the evolution of channel strategy, it is important for companies to take advantage of direct, intermediary and online channels in marketing. Theory and practice will be combined to provide participants with detailed guidance on how to implement channel strategy.
• Marketing Communications: A significant proportion of marketing budgets is allocated to marketing communications, an area where many organizations struggle with efficiency. To address this, we will discuss how to effectively implement integrated marketing communications and the latest strategies for managing marketing budgets.

Participants are required to conduct case studies of some Chinese and overseas companies to better apply the newly learned concepts to real business operations. They will also be required to undertake diagnostic and planning exercises to optimize their strategic marketing planning process.

A certificate of completion will be awarded

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