Marketing Strategy and Planning

October 23-26, 2019  Beijing
May 21-24, 2020  Shanghai
October 22-25, 2020  Beijing


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


As traditional marketing theories are becoming more and more vulnerable to the radical changes of market environment, it is increasingly imperative for enterprises to think outside the box and look for effective marketing strategies. They not only need to consider marketing issues in a systematic and dynamic way, but also have to analyse and select marketing strategies based on customer needs and dynamics of environment and resources. This programme explores Western-style marketing strategies that are appropriate for China. Participants will learn to work with the latest market-driven strategies that have been developed in the West, and apply them in the context of China’s market dynamics. They will also focus on current practices used in communication and distribution channel strategies.

Programme Coverage

  • Market-Driven Strategic Planning: Here we discuss what it means to be a market-driven organization. We will highlight the tools that can be used to turn your company into a market-driven organization, and examine the strategic and competitive pay-off for your organization, based upon a review of research into market orientation within world-class organizations.
  • Crafting Effective Marketing Strategy:  A framework will be provided for evaluating and improving marketing strategies, so that they provide a platform for profitable growth.  In addition, trends in marketing strategy will be reviewed, to ensure that participants are able to push for up-to-date best practice in their organizations. 
  • Go-to-Market Strategy: Distribution channel strategy is a dynamic area, with many organizations having to juggle direct, intermediate and electronic channels.  This session will cover both theory and best practice.
  • Marketing Communications: This area accounts for the majority of expenditure in the marketing field, and new research highlights the inefficiency of many organizations.  This session will focus not only on guidelines for effective integrated communications, but also crucially examine the state of the art in managing marketing expenditure.
  • Customer Relationship Management: the difference between orders and customers, and how it can help maxmize customer lifetime value.
  • Marketing in an Era of Change: this session will examine the real challenges faced by many organizations in adapting to changing market conditions.  Starting from product life cycle theory, the session will analyse likely patterns of market evolution, and optimal organizational responses to these patterns.

Throughout the programme we will examine international and Asian case examples to show real-world applications of the different concepts we present. As well, we will engage in various creative and diagnostic planning exercises designed to show the way to improving the strategic marketing planning process in your firm. 

A certificate of completion will be awarded

Programme Fee

2019: RMB 38,800
2020: TBD

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.

Contact Us

Tel: (86 21) 2890 5187
Address: 699 Hongfeng Road, Pudong, Shanghai

Tel: (86 10) 8296 6688
Address: Building 20, Zhongguancun Software Park, 8 Dongbeiwang West Road, Haidian District, Beijing

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

Visiting Professor, CEIBS
Adjunct Professor of Marketing, London Business School

Assistant Professor of Marketing, CEIBS

Programme Objective

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.

Programme Benefits

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

Programme Schedule


  • 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?

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

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

Teaching Language

English with sequential Chinese interpretation

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.