搜索
CEIBS-ColumbiaBusinessSchoolJointAdvancedMarketingManagementProgramme中欧－哥伦比亚商学院合作高级市场营销管理课程2010ObjectiveThisprogrammewillhelpparticipantsdevelopamarket-focusedmindsetandwillgiveparticipantsprocessesandtoolsforgeneratingcustomerandmarketinsights,andusingtheseinsightstodevelopmarketingstrategyandprogrammes.Theprogrammeisaction-learningoriented,combininghighlyinteractiveclassroomdiscussions,analysesofreal-lifebusinesscasesandmarketplanningexercises.WhoShouldAttendExperiencedbusinessandmarketingexecutives,thosewithgrowingmarketingresponsibilities,product,marketorbrandmanagers,andmanagerswhoseeffectivenessrequiresimprovedinterfacewithmarketing.ProgrammeBenefitsAftercompletingtheprogramme,participantswillbebetterableto:EvaluateandcreatecustomervalueCreatetrulysustainablecompetitiveadvantagesfromuniquecustomerinsightsDesignrigorousandintegratedmarket-focusedstrategiesMasterthetoolsofstrategicpricing,positioning,segmentationandtargetingAddressdistributionchallengesinChinaAnalysetheprofitabilityimpactofmarketingdecisionsImprovetheirdecision-makingabilitiesExecutemarketingandproductstrategiesProgrammeBenefitsGeneratingcustomerinsightsStrategicmarketsegmentationPositioningstrategyMarketingmathematicsDistributionstrategyIntegratedmarketingcommunicationStrategicpricingBrandingstrategyPsychologicalmarketingDate/Language/Venue:August16-19,2010/ChineseandEnglishwithsimultaneousinterpretation/ShanghaiFee:RMB32,800Formoreinformation,pleasevisit’sfast-pacedglobaleconomy,organisationsmustconstantlycreatenewmarkets,developinnovativeproductsandservices,inventnewmodesofvaluedeliveryandcommunicationandextractgreaterprofitsandgrowth.Todaymorethanever,executivesneedmarketingexpertisethatiscreativeyetrigorous,forward-lookingandtranscendsfunctionalboundaries.Thisfour-dayintensiveprogrammeisjointlyrunwiththeColumbiaBusinessSchool,oneofthetopbusinessschoolsintheUnitedStates.Theformatensuresthatthebestresourcesandexperiencedstafffrombothschoolsareemployedtoprovideparticipantswithastrongfoundationinthefundamentalsofmarketingthoughtandpractice.1CEIBS-ColumbiaBusinessSchoolJointAdvancedMarketingManagementProgramme2中欧－哥伦比亚商学院合作高级市场营销管理课程时间/语言/地点：2010年8月16日－19日/汉语英语双语授课配同声传译/上海费用：人民币32,800元更多信息请访问：在当今全球经济发展迅猛的大形势下，企业组织要取得成功，就必须不断创造新市场，开发创新产品和服务，发明新的价值传递与沟通传播模式，并赢取更高的利润和实现更快速的增长。为此，企业的高层管理人员比以往任何时候都更加迫切地需要具备富于创造力同时又不失严谨性、富有远见卓识且跨越职能边界的营销专长。这个为期四天的强化课程由中欧国际工商学院与美国顶级商学院之一哥伦比亚商学院合作开设。其形式确保了合作双方利用各自的最佳资源和最富经验的师资力量，为学员的市场营销工作奠定坚实的理论和实践基础。The4-day-longtrainingprogrammemakesmeyearnformore.Thenoveltheories,togetherwithitsperfectcombinationwithcases,thewittylecturesdeliveredbyprofessors,andtheactiveinteractionsamongparticipantsfilledtheclassroomwithfunandlaughter.Suchashort-termprogrammemeansagoodsummaryforme.Itwillalsobeasourceofinspirationinmyfuturejob!TonyYuanMarketingManagerSTMicroelectronics(Shanghai)Co.,Ltd.四天的培训课程让我感觉意犹未尽。教授新鲜的理论、风趣的演讲以及大家的互动让课堂充满乐趣，理论与案例结合的十分完美。这样的短期课程对我来说是一次良好的小结，为今后的工作带来了很多良好的启示！袁学锋市场经理意法半导体(上海)有限公司目标本课程的目的是帮助学员形成一种以市场为焦点的思维模式，并掌握一些必要的流程和工具，以赢得客户和洞察市场，以及在此基础上制定营销战略和计划。本课程以行动式学习为导向，结合了交互式课堂讨论、实际商业案例分析和市场营销规划练习等多种教学方式。对象此次课程专为具备丰富商业和营销经验的企业高层管理人员开设，同时也适用于产品、市场或品牌经理，以及向营销方向发展和需要与营销职能部门紧密合作以提升业绩的管理人员。受益通过此次课程的学习，学员将能够更好地：评估和创造客户价值基于对客户的独特认识形成真正可持续的竞争优势设计严谨、整合性的以市场为焦点的战略掌握战略定价、定位、市场细分和目标锁定的相关工具应对在中国所面临的分销方面的挑战分析营销决策对企业盈利能力的影响提高自身的决策能力实施营销和产品战略课程内容洞察客户战略性市场细分定位战略营销数学分销战略整合营销传播战略定价品牌化战略心理营销3ProgrammeSchedule课程安排Day1morningWelcomeandprogrammeoverviewGeneratingcustomerinsightsafternoonPositioningstrategyDay2morningStrategicmarketplanningandmarketingmathematicsafternoonDistributionstrategyDay3morningIntegratedmarketingcommunicationafternoonBrandingstrategyDay4morningPricingstrategyafternoonPsychologicalmarketing第一天上午欢迎辞与课程概览洞察客户下午定位战略第二天上午战略营销规划与营销数学下午分销战略第三天上午整合营销传播下午品牌化战略第四天上午定价战略下午心理营销ThelecturesdeliveredbyProfessorPhamonsuchtopicsasmarketpositioning,howtodiscoverconsumerneedsandhowtomanagebrandswerehighlysystematic,wellorganisedandtruetolife.Healsoprovidedalargenumberofusefultoolsandopportunitiesforustopractice,whichcouldbeverybeneficialtoourday-to-dayoperation.IwasdeeplyimpressedbyProfessorBurgers'lecturesonmarketstrategyandpricing.Hislectureswerealwaysflavouredwithastrongsenseofhumouranduniquewayofteaching.Hehadthatspecialtalenttoexplainprofoundtheoriesinsimplelanguage,andmadeussmileanddoconstantthinkingandrethinking.IalsolearnedtolookatmarketcompetitionfromafreshperspectiveinawayIneverlearnedfromanyotherprevioustrainings.Inshort,itisaveryworthwhileprogrammeinwhichyoucanlearnthingsandobtaintools.However,themostmeaningfulpartoftheprogramme,inmyopinion,comesfromthecollisionofdifferentviewpointsheldbyeliteswithdifferentindustrialbackgrounds,becauseithelpsexpandyourvision,createnewwaystosolveproblems,andthus,achieveanewlevelofself-promotion.BryanChenSeniorProductManagerJohnson&JohnsonMedical(China)Ltd.Pham教授关于市场定位、如何发现消费者的需求，以及如何管理品牌的讲课非常系统化、条理清晰又不乏生动，并提供了大量实用的工具和练习的机会。这对我们日