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About the course
This intensive four-day 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.
This programme is designed to provide participants with an understanding of the latest concepts in marketing strategy and planning, and to show how to use these powerful tools to create greater customer value and competitive advantage.
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
MARKETING STRATEGIES FOR VALUE CREATION
- 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
POSITIONING: SEGMENTATION AND CUSTOMER INSIGHT
- 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
GOING TO MARKET: NEW MEDIA, CHANNELS AND MARKETING MODELS
- 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
VALUE CAPTURE IN A CHANGING MARKETING WORLD
- 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
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...