Your Course of Study
The program explores a broad range of strategic marketing concepts, from market analysis and strategy formulation to ongoing program management. Key topics include:
Customer Selection and Segmentation
- Assessing the needs of current and prospective customers
- Evaluating and selecting target markets and customers based on key criteria
Customer Acquisition and Retention Strategies
- Understanding the buying process
- Developing strategies to retain existing customers and attract new ones
Brand Building
- Articulating and disseminating your brand message across the organization and the globe
- Identifying and communicating key drivers of value
Competitive Analysis
- Analyzing competitors' goals, assumptions, capabilities, and strategies
- Predicting the behavior of your competitors
Pricing for Profit
- Implementing pricing practices that drive profits
- Pricing in an environment with no current benchmark products
Distribution and Channel-Flow Management
- Developing and employing a highly effective sales process
- Overcoming distribution challenges unique to China
Product Portfolio Management
- Focusing resources on areas that deliver the greatest value
- Building a roadmap for new product/service development efforts
Luxury Branding
- Building brands that gain global luxury status
- Uncovering attributes that reward Chinese products and services with luxury marks