Available dates

May 21—24, 2020
4 days
Shanghai, China
CNY 38800 ≈USD 5825
CNY 9700 per day
Oct 22—25, 2020
4 days
Beijing, China
CNY 38800 ≈USD 5825
CNY 9700 per day

Disclaimer

Coursalytics is an independent platform to find, compare, and book executive courses. Coursalytics is not endorsed by, sponsored by, or otherwise affiliated with CEIBS.

Full disclaimer.

About the course

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 organisation. We will highlight the tools that can be used to turn your company into a market-driven organisation, and examine the strategic and competitive pay-off for your organisation, based upon a review of research into market orientation within world-class organisations.
  • 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 organisations.
  • Go-to-Market Strategy: Distribution channel strategy is a dynamic area, with many organisations 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 organisations. 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 organisations in adapting to changing market conditions. Starting from product life cycle theory, the session will analyse likely patterns of market evolution, and optimal organisational responses to these patterns.

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.

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

Schedule

Day 1

MARKETING STRATEGIES FOR VALUE CREATION

Morning

  • Crafting Effective Marketing Strategy
  • The elements of a winning marketing strategy
  • Defining the value proposition

Afternoon

  • Trends in marketing strategy – what world-class companies are doing to grow profitably in tough markets
  • Guidelines for writing marketing plans

Day 2

POSITIONING: SEGMENTATION AND CUSTOMER INSIGHT

Morning

  • Key elements of positioning
  • Understanding segmentation: the good and the bad
  • Key elements of branding
  • The role of customer insight

Afternoon

  • 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

Day 3

GOING TO MARKET: NEW MEDIA, CHANNELS AND MARKETING MODELS

Morning

  • 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

Afternoon

  • Online and offline marketing, and old and new customer behaviours
  • Differential analysis of communication vehicles
  • New research on effectiveness of marketing communications expenditure

Day 4

VALUE CAPTURE IN A CHANGING MARKETING WORLD

All Day

  • Marketing in an Era of Change
  • Product life cycle theory
  • Internationalization and Marketing
  • Patterns of Evolution: does first-mover advantage exist?

Who should attend

This programme is intended for senior managers who are directly concerned with their corporations’ development of business strategies.

Trust the experts

David Arnold

Adjunct Professor of Marketing BA MPhil (London), MBA (City), DBA (Harvard) Dr David Arnold’s research focuses on global versus local marketing; marketing strategy; innovation and market evolution; brand management; and global customer management. He has been a strong advocate of local marketin...

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Available dates

May 21—24, 2020
4 days
Shanghai, China
CNY 38800 ≈USD 5825
CNY 9700 per day
Oct 22—25, 2020
4 days
Beijing, China
CNY 38800 ≈USD 5825
CNY 9700 per day

Disclaimer

Coursalytics is an independent platform to find, compare, and book executive courses. Coursalytics is not endorsed by, sponsored by, or otherwise affiliated with CEIBS.

Full disclaimer.