Comprehensive course analysis
Who should attend
This programme is intended for senior managers who are directly concerned with their corporations’ development of business strategies.
About the course
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.
Digitization, globalization, and a surge in entrepreneurial disruption are among the forces causing major shifts in marketplace dynamics. Traditional marketing theories are becoming more and more vulnerable to the radical changes of market environment. Many organizations face increased customer power, intensified competition, and new competitive entry from outside the traditional market boundaries. A response is required at all levels, ranging from reallocation of marketing resources to new channels and media, through to strategic realignment and repositioning of business units.
This intensive four-day programme explores the marketing strategies required to flourish in the new market landscapes. Throughout, the emphasis is on how companies can exploit the turbulent market changes to enhance their strategic position, creating new value, rather than simply responding defensively. There is a particular focus on those areas in which the change is most dramatic, including new digital channels for communication and distribution, innovation, new market entry and mobile internet strategy. The programme also elaborates on consumer behavior and market competition in the context of mobile internet, with an aim to help participants understand the current situation and explore possible paths to transformation. Participants will be challenged with a combination of lectures, group discussions, case studies and the application of new ideas to their own business.
- Marketing in an Era of Change: This session will examine the real challenges faced by many organizations in adapting to changing market conditions. A particular emphasis will be given to analysis and discussion of the opportunities and challenges presented by digitization, and how this will change the practice of marketing.
- 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.
- Innovation and Market Evolution: Innovation is both a necessary condition for marketplace performance, and also a trap for the unwary (given that most new products fail). This session will examine success factors for launching new products and services, and offer a framework for understanding how markets typically evolve through innovation.
- 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: Modern approaches including customer lifetime value analysis enable the emergence of customer (as opposed to market) strategies. Starting with the difference between orders and customers, this session will examine how customers can be viewed as an investment, and managed accordingly.
- Digital marketing: This session will focus on the membership-based new retail model and mainly discuss how traditional industries should make a change or transformation and how Internet companies should realize a continued growth of online traffic.
Throughout the programme we will examine international and Chinese case examples to show clearly 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.
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.
In this programme, participants will:
- Be fully updated on changes in markets both in China and internationally
- Learn the latest developments in marketing strategy
- Become familiar with the tools and techniques to devise their own results-oriented strategies
- Probe into business models and possible paths to transformation based on consumer experience
- Work on highly relevant case studies taken from situations both in China and internationally
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?
Dr. WANG Gao is Professor of Marketing at CEIBS, Associate Dean (Executive Education Programme), Academic Director of the Chief Marketing Officer (CMO) programme and Academic Director of SEPC, a joint executive training programme with Harvard Business School and SEM of Tsinghua University. Previo...
Dr. Dongsheng Zhou is Professor of Marketing at CEIBS. Since 2006, Dr. Zhou has served as the Academic Co-chair of SEPC, a joint executive training programme with Harvard Business School and SEM of Tsinghua University. From May 2007 to 2012, Prof. Zhou was the Associate Dean in charge of CEIBS’ a...
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