Chief Marketing Officer Programme: A New Perspective of Marketing (Modular)

Start DateJune 18 pm, 2020
Venue: Shanghai/Beijing

Participants

This programme is specially designed for the top decision makers who are responsible for marketing. At least eight years of management in marketing and basic marketing knowledge are required. The typical participants include Chief Marketing Officer, vice president of marketing, marketing director and head of marketing function.


Introduction

In China, technological advancement has led to a new round of upgrade in consumption patterns. Chief Marketing Officers (CMO) are facing challenges in brand new operations and communications models. In the era of big data, they need to figure out how to identify consumer needs, break the growth bottleneck through business innovation, and apply the latest research findings in the fields of behavioural economics and psychology to marketing so as to rethink consumer needs and patterns of behaviour. How will they leverage Internet technologies to create new marketing models, from digital marketing to mobile commerce and from online sales to social media marketing? For any company, CMOs play a role in not only mounting a marketing campaign, but also influencing the strategies for product development, supply chain management, commodity pricing, and customer services…. Only the CMOs, who can sweep away all obstacles in an ever-changing business environment, will be able to build their companies into outstanding marketing enterprises with core competence.


Programme Coverage

  • Module1: Logical Creative Thinking
  • Module 2: Customer Insight Strategy
  • Module 3: Pricing Strategy
  • Module 4: Latest Research Findings and Their Application
  • Module 5: New Ideas on Marketing: Unconventional” Marketing
  • Module 6: Digital Marketing: Theory and Practice
  • Module 7: Business Simulation

A certificate of completion will be awarded.

Gain membership in the CEIBS Alumni Association. Learn More


Programme Fee

RMB 238,000

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

Wei Liu
​Telephone: (86 21) 2890 5027
Mobile: (86) 183 2112 0694
Email: lwei3@ceibs.edu

Faculty

WANG, GAO
Programme Director 
Professor of Marketing
Baosteel Chair in Marketing
Associate Dean (Executive Education Programme)
Programme Co-Director of Global CEO Programme for China
Programme Co-Director of Smart Health Care Startup Programme

 

Programme Objective

This programme aims to share with participants the cutting-edge research findings and ideas about marketing and related areas, analyse various challenges CMOs are facing today, and help them identify market dynamics from a broader perspective, make and rectify marketing strategies, therefore creating more value for their companies. 


Programme Benefits

This programme will help participants:

  • Focus not only on the latest academic research findings in marketing, but also on psychology, economics and other disciplines to develop a cross-discipline knowledge integration and upgrade
  • Learn from the best practices in various industries, broaden horizons, and think in new ways
  • Explore the current dilemmas and seek innovative solutions with marketing elites
  • Develop a vertical extension in marketing techniques, and be aware of and enhance their own leadership
  • Utilise new marketing tools and concepts to analyse customer behaviours and needs, and exploit potential marketing opportunities in order to achieve a sustainable business growth
  • Learn about systematic, logical and replicable creative thinking patterns to seek new and valuable creative ideas
  • Understand the pricing strategy to build a strategic pricing organisation to set “perfect prices”
  • Dispel some traditional myths about marketing, and make more sensible decisions about marketing
  • Have membership in the CEIBS alumni association

Programme Schedule

Schedule

Module1: Logical Creative Thinking (June 18 pm-21, 2020, Shanghai)

Considering increasingly homogenized products and services in a mature market, how will companies grasp opportunities through innovation in an ever-changing business environment? Amidst tough industrial competition, how will they make an innovation in terms of products, services, advertising, business, project process, business models, and marketing rules? CMOs need to think over how to help their companies capture new commercial value in a volatile market and explore the logic underpinning business innovation.

This model, which introduces Logical Creative Thinking, aims to help participants understand systematic, logical and replicable creative thinking patterns so as to seek new and valuable creative ideas. This module focuses on:

  • Creative tools to identify demand: customer-driven
  • Creative tools to identify demand: introspection
  • Creative tools to identify demand: being an actor
  • Creative tools to identify demand: playing devil’s advocate
  • Creative tools for solutions: separation
  • Creative tools for solutions: substitution
  • Creative tools for solutions: combination

Module 2: Customer Insight Strategy (July 24-26, 2020, Shanghai)

Most marketing breakthroughs originate from a unique ‘insight’ – the identification of an unmet need in the market, or a superior capability in adopting customers’ perspective and making that the platform for marketing strategy. As customers grow more powerful and less predictable, how to help customers perceive the product differentiation physically or psychologically? It is vital for CMOs to ensure that their strategy and marketing operations are built upon customer insight. This module will explore how to apply the latest findings in behavioural economics and psychology to marketing, how to use new marketing research tools to develop a better understanding of customers, rethink customer demand and behaviour patterns and identify new customer needs, therefore creating new growth points. It will also elaborate on the significant role of big data in identifying customer insight. It focuses on:

  • Gaining Profound Insights into Customer: Five Steps for Customer Insight
  • Analysis of the decision-making unit
  • Analysis of customer needs
  • A multi-attribute model for customer value: layers of value
  • Analysis of customers’ purchase process
  • Analysis of customer experience 
  • Developing a Customer-Driven Positioning Strategy
  • Marketing Clinic: Positioning Strategy
  • Consistency and Enhancement of Brand Identity
  • Marketing Clinic: Brand Identity
  • The Art and Science of Marketing Psychology
  • Big Data and Customer Insight

Module 3: Pricing Strategy (September 18-20, 2020, Shanghai)

Pricing decisions can make a bottom line difference, but many companies usually do not have a carefully crafted pricing strategy. An excellent CMO needs to think over how to draw up a good revenue strategy, avoid price war by achieving price leadership, and adopt a pricing strategy to obtain new value.

An appropriate pricing strategy must take social, economic and psychological factors into consideration. This module will look at the role of pricing decision in overall marketing strategy and assess whether it can help a company attain broad management objectives. It is intended to help participants design and implement a well-crafted pricing strategy to gain more value from customers. This module focuses on:

  • Mission of pricing
  • Pricing levers and principles
  • “Right prices”: striking a balance between fulfilling internal objectives and meeting external demand
  • Drawing up the best pricing strategy
  • Three drivers for price competition
  • Differentiated pricing: engaging customers to help set prices
  • Price promotion
  • Building a strategic pricing organisation

Module 4: Latest Research Findings and Their Application (October 22-24, 2020, Beijing)

This module will introduce the latest research findings in the field of international marketing study, focusing on the theoretical studies on emerging marketing concepts and marketing models, as well as the latest findings from the dada analysis of corporate practice. It focuses on:

  • Innovative marketing models
    • Probabilistic goods
  • Probabilistic selling
  • Group buying
  • Collaborative consumption
  • Social commerce
  • Contract-based e-commerce 
  • Marketing Strategies for online-retailing
  • Strategic differences between online retailing and retailing through physical stores
  • Selection of target customers for online stores
  • Product portfolio of online stores
  • Dynamic pricing of online stores
  • Social interaction and online marketing strategies
  • Internet and new advertising models
  • Performance-based advertising
  • Advertising in social games 
  • Peculiarity of service market as well as service marketing strategy
  • Implications of corporate marketing activities on shareholders’ value

Module 5: New Ideas on Marketing: Unconventional” Marketing (November 18-20, 2020, Shanghai)

Experience is a two-edged sword. Although we can learn from past success, it will also hinder our thinking and progress, when it becomes a stereotype. This module will challenge the participants’ conventional wisdom and introduce some unconventional marketing approaches to broaden their perspectives in marketing through a couple of cases studies. It deals with the following questions:

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

Module 6: Digital Marketing: Theory and Practice (December 15-17, 2020, Shanghai)

The rapid evolution of Internet and mobile Internet has provided companies with access to both new marketing channels (e.g., e-commerce) and new media outlets for marketing communication, such as Internet display ads, search engines, and social media. These new media have brought enterprises not only more opportunities, but also new challenges. Companies need to figure out how to leverage these new media for digital marketing. In this module, company executives, who have made their name in digital marketing, will share with participants their practice; in addition, some professors will be invited to present their up-to-date research findings about digital marketing. This module will focus on:

  • Logic behind Marketing Communication
  • Internet and Marketing Communication
  • Application of Display Ads and Search Ads
  • Application of Social Media
  • New Trends for Digital Marketing
  • Building a Dominant Brand in China in the Era of Mobile Internet
  • Digital Marketing and Integrated Marketing
  • Evolution of Marketing Channels in the Digital Age
  • ROI of Digital Marketing

Module 7: Business Simulation (TBD)

Brainstorming Workshop

In order to combine learning with practice, this programme also includes a brainstorming workshop on marketing in one of the nights in some modules. We will discuss the typical challenges and hot topics to seek constructive and innovative solutions.

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 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.


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. CEIBS reserves the right to amend information on this programme including price, discount, date, location, faculty, daily schedule and other details.