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Faculty

Prof.?Zhou, Dongsheng?

Prof.?Lu, Yi

Prof.?Park, Hyun Young

Prof.?Wang, Yajin

Prof. Ding, Min

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Programme Objective

This programme is designed to share with participants the latest research and ideas in marketing and related fields, analyze various challenges facing CMOs today, and help them see market dynamics from a broader perspective, develop and refine marketing strategies, and thus create more value for their organizations. ?

Programme Benefits

This programme will help participants:

• Focus not only on the latest academic research in marketing, but also on psychology, economics, and other disciplines to develop cross-disciplinary knowledge integration and enhancement
• Learn from best practices in different industries, broaden their horizons and think in new ways
• Explore current dilemmas and seek innovative solutions with the marketing elite
• Develop a vertical expansion in marketing techniques and become aware of and improve your own leadership skills
• Apply new marketing tools and concepts to analyze customer behavior and needs, and exploit potential marketing opportunities to achieve sustainable business growth
• Learn systematic, logical, and repeatable creative thinking patterns to generate new and valuable creative ideas
• Understand pricing strategy to build a strategic pricing organization to set ¡°perfect prices¡±
• Think outside the box and reexamine an organization¡¯s positioning and strategy formulation
• Dispel some traditional myths about marketing and make smarter marketing decisions
• Join the ÖйúÒ»¼¶Æ¬ alumni association

Programme Schedule

Module 1: New Ideas in Marketing: ¡°Unconventional¡± Marketing
Experience is a double-edged sword. While we can learn from past success, it can also hinder our thinking and progress when it becomes a stereotype. This module will challenge participants¡¯ conventional wisdom and introduce some unconventional marketing approaches to broaden their marketing perspectives through a series of case studies. It addresses the following questions:

• In terms of positioning, the conventional wisdom tells us to look within a category, but can we consider ¡°disruptive¡± positioning??
• In terms of branding, the conventional wisdom tells us to look for consistency and sustainability, but can we consider a ¡°popular brand marketing strategy¡± for those short-life-cycle products or services?

Module 2: Game Theory and Strategic Marketing
The business world is like a battlefield. Is there nothing but cut-throat competition between companies? Does a company really have to build its success on the failure of its competitors? Absolutely not! Since a company¡¯s strategy determines the actions of its competitors, any strategy that allows the company to benefit at the expense of its competitors is likely to trigger a fierce counterattack, making all its efforts futile. As a result, no one wins, only to find themselves in a prisoner¡¯s dilemma. The dynamics between companies involve both cooperation and competition. How to solve problems rationally using different game theory techniques according to different scenarios? How can you target your target market more precisely and act more innovatively based on a smarter strategy to achieve a win-win outcome? This module will provide participants with new perspectives and thoughts by sharing real cases in and outside of China and elaborating on how a game theory framework can help companies gain a panoramic view of the competitive landscape and possible changes. This module will focus on:?

• Introduction to the game theory model
• Game theory and corporate strategy
• Dynamics of market competition?
• How to play a game? Five elements of the game
• Blind game - can you move someone else¡¯s cheeses??
• Lock-in effect and transfer costs
• How to develop the rules of the game appropriately??
• How to track industry evolution??
• Challenges of changing markets?
• Laws and regulations and contract terms?
• Game strategy: the principle of throwing a minnow to catch a whale and the overseas marketing strategy of Chinese enterprises?
• Summary of the scope of games and the application of game theory in business

Module 3: Brand Management
In a mature and competitive market environment, the value created by brands is widely recognized by businesses and consumers. Strategic brand management has also become part of the core management strategies of a company. What new opportunities and challenges will emerge in terms of brand strategies and management in a market characterized by ever-changing consumption patterns and communication methods, new and digital technologies, and the enhancement of consumer experience?

This module will explore customer-centric brand strategies, provide participants with a theoretical framework for strategic brand management, and discuss brand strategies through a series of cases on Chinese and global brands. We will examine how to create brands that connect with consumers and innovate with products and services by gaining insights into customers¡¯ lifestyles, adapting to their decision-making patterns in the digital age, managing customer experience, and executing brand strategies across different touch points (from naming and visual identification to advertising, new media, new retail, and packaging). These cases will also discuss how to manage brands through new digital communication tools, social media and big data, drawing lessons from Chinese brands going global and Western brands adapting to local markets. This module focuses on:

• Developing brand strategies and customer-centric brand philosophies
• The unique value of brands in consumer decision making and experiences in the digital age
• Brand building and positioning based on big data and customer experience in targeted market segments
• Building brands through integrated marketing, brand communications and strong single-product marketing in the digital age
• Product, channel, pricing and brand development based on customer insights
• Brand extension, brand structure and brand portfolio strategy
• DTC brands

Module 4: Customer Insights from Behavioral Science
Most marketing breakthroughs stem from a unique ¡°insight¡± ¨C the identification of an unmet market need or a superior ability to take the customer¡¯s perspective and make it the platform for marketing strategy. As customers become more powerful and less predictable, how do you help them perceive product differentiation physically or psychologically? It is critical for CMOs to ensure that their strategy and marketing operations are based on customer insight.?
This module explores the application of theoretical frameworks from the behavioral sciences. It aims to analyze the drivers of customer behavior, predict responses to various marketing initiatives, and derive insights to refine marketing strategies. It focuses on:

• An introduction to behavioral science

? ? ? ? ? -?? ?How to use behavioral science insights to formulate marketing strategies
? ? ? ? ? -?? ?How to disrupt existing competitive landscapes and win customers based on psychological insights

• Customer satisfaction and loyalty
• How to design and build brand experiences
• How to use cognitive psychology to rethink branding
• Cause-related marketing: improving society to create brand equity
• Viral marketing

Module 5: Digital Marketing: Theory and Practice
The rapid development of the Internet and mobile Internet has given companies access to both new marketing channels (e.g., e-commerce) and new media for marketing communications, such as Internet display advertising, search engines, and social media. These new media have brought companies more opportunities, but also new challenges. Companies need to figure out how to use these new media for digital marketing. In this module, executives from companies that have made a name for themselves in digital marketing will share their practices with participants; in addition, some professors will be invited to present their latest research on digital marketing. This module will focus on:

• The logic behind marketing communications
• Internet and marketing communication
• Use of display and search advertising
• Use of social media
• Emerging trends in digital marketing
• Building a dominant brand in China in the mobile Internet era
• Digital marketing and integrated marketing
• Evolution of marketing channels in the digital age
• ROI of digital marketing

Module 6: Logical Creative Thinking?
Faced with increasingly homogenized products and services in a mature market, how will companies seize opportunities through innovation in an ever-changing business environment? In the face of fierce industry competition, how will they innovate in terms of products, services, advertising, business, project processes, business models, and marketing rules? CMOs need to think about how to help their companies create new commercial value in a volatile marketplace and explore the logic that underlies business innovation.
This model, which introduces Logical Creative Thinking, is designed to help participants understand systematic, logical, and repeatable creative thinking patterns to generate new and valuable creative ideas. This module focuses on:

• Creative tools for identifying needs: customer driven
• Creative tools for identifying needs: introspection
• Creative tools for identifying needs: being an actor
• Creative tools for identifying needs: playing devil¡¯s advocate
• Creative problem-solving tools: separation
• Creative problem-solving tools: substitution
• Creative problem-solving tools: combination

Module 7: Pricing Strategy?
Pricing should not be limited to a numerical focus, nor should it follow market trends. An appropriate pricing strategy must take into account social, economic and psychological factors. This module examines the role of pricing decisions in the overall marketing strategy and assesses whether it can help a company achieve overall management objectives. The evaluation will include considerations not only of margins, but also of strategic development and brand health. The module will examine pricing cases from both strategic and tactical perspectives. Through exploration, it seeks to prescribe pricing-related business actions that address specific challenges in the context of broad management. At the same time, it will incorporate quantitative methods to explore the translation of these strategies into actionable maneuvers. This module focuses on:

• Fundamental pricing issues

? ? ? ? ?-?? ? Value proposition
? ? ? ? ?-?? ? Willingness to pay
? ? ? ? ?-?? ? Hunger marketing
? ? ? ? ?-?? ? Price elasticity

• Business models and pricing strategies
• Product line and pricing approaches
• Long-term pricing and promotions
• Price points and marketing resources

Brainstorming Workshop
In order to combine learning with practice, this programme also includes a brainstorming workshop on marketing in one of the evenings of some modules. We will discuss the typical challenges and hot topics to find constructive and innovative solutions.?
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Teaching Language

Partly Chinese, partly 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 ÖйúÒ»¼¶Æ¬. 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. ÖйúÒ»¼¶Æ¬ reserves the right to amend information on this programme including price, discount, date, location, faculty, daily schedule and other details.