Global Branding in the Digital Era
October 23 - 27, 2017 / New Haven & New York
With the rapid global evolution of digital media, brands have more ways than ever to differentiate themselves. Global Branding in the Digital Era, a program presented jointly by CKGSB and Yale School of Management, the leading business schools of China and the US, and WPP, the global leader in marketing services, guides CMOs and other C-suite executives from China, the US and elsewhere to build and lead customer-focused organizations for today’s digital era.
Three key benefits for participants:
Gain New Insight
Deepen understanding of shifting marketing trends in an increasingly digitalized and globalized world, while obtaining a certificate from both CKGSB and Yale School of Management.
Develop a Corporate Growth Marketing Strategy
Rethink the power of brand strategy to drive company growth. In a small group setting, participants work with world-renowned experts in academia and industry to discuss their firms’ unique issues and challenges.
Elevate Brand Globally
Engage in meaningful discussions with participating global executives to share knowledge and experiences in driving brand growth across markets.
Whether their responsibility is in finance, healthcare or another area, participants will learn how to collaborate and win in each of the world’s two largest economies—the US and China.
By taking advantage of the opportunity to network with an exclusive group of marketing executives across industries, participants develop new perspectives while acquiring cutting edge knowledge on building global brands with new media. In China, home to the world’s largest mobile user base, outlays on mobile ads and total mobile ad spending in the country continue to rise amid surging mobile application usage. Consumers in the US, which leads the world with superior wireless networks and investment, also spend more of their time in mobile apps. It is imperative that marketers learn how to reach consumers in their mobile moments of need.
The program is designed for American and Chinese marketing executives, including WPP employees, interested in learning how to drive growth of a customer-centric organization. Topics to be studied include digital-age brand building, global strategy, mobile impact, data analytics and CRM. This program prepares leaders to win in today’s transformed marketplace.
To assure participants’ knowledge moves from the classroom to the boardroom, activities will include analyzing business challenges, working sessions around participants’ central business questions and visits to firms such as IBM, Huawei and Google.
Tuition
US $9,950
(includes lodging, select meals, classwork materials, company visits and cultural activities.)
WPP exclusive early booking discount. Save 10% Limited time available. Use code BRANDZ when booking.
What?
This course is an opportunity to explore the latest trends impacting consumers and markets and learn best practices from world-class faculty and industry leaders.
Participants will engage in meaningful discussions with seasoned marketing faculty from CKGSB and the Yale School of Management, as well as industry leaders at WPP, allowing mastery of the insights needed to navigate today’s dynamic marketing landscape and diverse channels.
By taking advantage of the opportunity to network with an exclusive group of marketing executives across industries, participants develop new perspective while acquiring cutting-edge knowledge of building global brands with new media.
Participants will use digital strategies to build and promote awareness and engagement through a planned media outreach with leading US and Chinese media to reach target markets.
Participants will be immersed in a blended-learning experience that includes interactions with experts, group work, company visits and experiential activities to foster peer-to-peer learning and concrete take-aways. Moreover, real-world challenges brought in by participants will be addressed in the classroom, allowing executives to solicit advice on their issues from industry and academic leaders.
How?
Global Branding in the Digital Era helps CMOs and other marketing professionals unlock the tools, trends and technologies needed to foster a global customer-focused organization.
From data analytics and CRM to mobile and social media marketing, this program delivers unique, comprehensive and cutting-edge insights and tools that help executives drive the distinct, impactful brand strategy that is needed in today’s fiercely competitive business landscape.
Social Media & Mobile:
Participants will learn how to leverage social media and mobile channels across different geographies. Experts at CKGSB, Yale School of Management and WPP will guide participants on implementing digital tools such as search, display, email, social media and mobile to drive growth of established and new businesses.
Big Data & CRM:
The program explores the impact and possibilities of big data. Faculty will guide participants to leverage big data to optimize strategic decision-making and supercharge their customer experiences through powerful, agile CRM.
E-Commerce:
Participants will receive valuable insider tips on the practices and processes of leading e-commerce companies that have successfully created new markets and customers.
Participants will leave the program with a deep understanding of how to build and lead a customer-focused organization that is poised to succeed in today’s digital marketplace.
2016 Alumni and Faculty
OCTOBER 17 - 21, 2016
Who?
Marketing executives or CMOs from the most valuable Chinese and US brands and more.
Global Branding in the Digital Era involves groups of marketing executives from both the United States and China, paralleling the countries’ growing business ties and emerging opportunities for joint business.
Participants will include CMOs or other marketing executives from the most valuable Chinese and US brands. In addition, the group will include professionals from marketing agencies and senior decision-makers from companies looking to revise their digital strategies and do business with China and the US.
Curriculum
Explore the six parts to the Global Branding in the Digital Age program.
1. The Global Digital Mind Shift
US and China: An Unsustainable Co-dependency
Corporate Strategy in a Globalized World
The Power of Social Networks
2. Retooling for the Age of the Customer
The State of Brands Today
The New Consumer Decision Journey
Using Behavioral Economics to Understand Your Consumer
Designing Satisfying Customer Experiences
3. Leveraging Data to Transform Branding
Big Data: The Path to Evidence-Based Management
Rethinking CRM in the Big Data Era
4. Winning in Digital Moments of Engagement
Customer-Centric Marketing:
A Pragmatic Framework
Location is (Still) Everything
5. Strategizing for a Digitally Transformed Marketplace
Key to Mobile Marketing
Digital Transformation
Case study and groups presentation
6. Company Visits
Mixing the theory & practical with lectures, case work and company visits.
Y&R, IBM, Google, Huawei
The world most authoritative and insightful teaching.
Faculty
The Faculty Directors for the program are...
David Roth
David Roth is CEO of The Store, the WPP Global Retail Practice, for Europe, Middle East, Africa and Asia. Mr. Roth started his career at the House of Commons, working...
Mary Wadsworth Darby
Mary Wadsworth Darby is Chief Representative of CKGSB Americas, and helps identify CKGSB Americas strategic initiatives and build brand awareness in both North and South America. She works closely with all...
Sun Baohong
Sun Baohong is the Dean’s Distinguished Chair Professor of Marketing and the Associate Dean of Global Programs at CKGSB. She also directs CKGSB’s Customer Information Management Center. Prior to joining...
World renowned faculty lecturers include…
Doreen Wang
Doreen Wang is the Global Head of BrandZ™ at Millward Brown. She is a seasoned executive with 18 years’ experience in providing outstanding marketing and strategic consulting services for senior...
Jiwoong Shin
Jiwoong Shin is a Professor of Marketing at Yale School of Management. Professor Shin’s research focuses on analytical modeling of strategic interactions between firms and consumers; in particular, consumer search...
Stephen Roach
Stephen Roach is a Senior Fellow at Yale University’s Jackson Institute of Global Affairs and a Senior Lecturer at Yale’s School of Management. He was formerly Chairman of Morgan...
Nathan Novemsky
Nathan Novemsky is a Professor of Marketing in the Yale School of Management and has an appointment as Professor of Psychology in the Department of Psychology at Yale University....
Vineet Kumar
Vineet Kumar is an Assistant Professor of Marketing at Yale School of Management and an expert on Digital Strategy. His focus is on creating and delivering value drivers in digital...
Anindya Ghose
Anindya Ghose is a Professor of Information, Operations and Management Sciences and a Professor of Marketing at New York University’s Leonard N. Stern School of Business. He is the Director...
Jeffrey E. Garten
Jeffrey E. Garten was dean of the Yale School of Management from November 1995 to June 2005 and has been teaching at the school since he stepped down. Prior to serving...
Nicholas Christakis
Nicholas Christakis, MD, Ph.D., MPH, is a sociologist and physician who conducts research in social networks and biosocial science. He directs the Human Nature Lab at Yale University, where he...
David Bell
David Bell is a Professor of Marketing and Xinmei Zhang and Yongge Dai Professor at The Wharton School of the University of Pennsylvania. He is the Academic Director for Wharton’s...
Partners & Contacts
The program is a collaboration between the CKGSB, Yale and WPP.
Established in Beijing in November 2002 with support from the Li Ka Shing Foundation, CKGSB is China’s first faculty-governed and independent business school. CKGSB boasts more than 40 full-time professors, who have earned their PhDs or held tenured faculty positions at leading schools such as Harvard, Wharton and Stanford. Their research has provided the basis for nearly 400 case studies of both China-specific and global issues. CKGSB also stands apart for its unmatched alumni network. More than half of CKGSB’s 9,000+ alumni are at the CEO or Chairman level and, together, their companies accounted for one sixth of China’s GDP in 2015.
Headquartered in Beijing, CKGSB is also located in Shanghai, Shenzhen, New York, Hong Kong and London. The school offers the following innovative courses: MBA; Finance MBA; Executive MBA specializing in Finance, Healthcare or the Arts; Dual-Degree EMBA with IMD; Korean EMBA; Doctor of Business Administration; and Executive Education programs.
Alan Chen
Tel:+1 646-627-7735
alanchen@ckgsb.edu.cn
The mission of the Yale School of Management is educating leaders for business and society. The school’s students, faculty and alumni are committed to understanding the complex forces transforming global markets and using that understanding to build organizations—in the for-profit, nonprofit, entrepreneurial and government sectors—that contribute lasting value to society. The school’s integrated curriculum, close ties to Yale University and active connection to the Global Network for Advanced Management ensure that Yale MBAs both acquire crucial technical skills and develop a genuine understanding of an increasingly complex global context.
Xiuling Li
Tel: +1 203-432-1902
xiuling.li@yale.edu
WPP is the world’s largest communications services group with billings of US$76 billion and revenue of US$19 billion. It also is the parent of Ogilvy, Young & Rubicam, Kantar, J. Walter Thompson Worldwide and many other companies. Through its operating companies, the Group provides a comprehensive range of advertising and marketing services including advertising and media investment management; data investment management; public relations and public affairs; branding and identity; healthcare communications; direct, digital, promotion and relationship marketing and specialist communications. The company employs more than 205,000 people, including associates and investments, in over 3,000 offices across 112 countries.
Doreen Wang
Tel: +1 212-548-7231
Doreen.Wang@milllwardbrown.com