Maintaining quality standards and sustaining profitable growth in China's rapidly evolving marketplace require powerful marketing strategies that enable organizations to build and nurture long-term customer relationships. This program focuses on the critical marketing components needed to compete both in China and globally. Engaged in a dynamic learning experience, you'll explore leading marketing practices from around the world that can be applied to develop a competitive advantage.

What You Can Expect

Marketing Strategies for Profitable Growth—China prepares companies to succeed in China's fast-growing markets. You will learn how to use digital media and e-commerce as well as the more familiar tools of marketing. In case studies of companies such as Taobao and Lenovo, we will study how the tools are used to pursue strategic goals by identifying and segmenting customer groups, improving customer acquisition and retention rates, managing product portfolios, building quality brands, and effectively expanding into new markets.

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Marketing Strategies for Profitable Growth—China prepares companies to succeed in China's fast-growing markets. You will learn how to use digital media and e-commerce as well as the more familiar tools of marketing. In case studies of companies such as Taobao and Lenovo, we will study how the tools are used to pursue strategic goals by identifying and segmenting customer groups, improving customer acquisition and retention rates, managing product portfolios, building quality brands, and effectively expanding into new markets.

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Your Course of Study

Taught in both Chinese and English with simultaneous translation, this program addresses the issues that are critical to marketing in China. The outstanding faculty team examines successful marketing practices as well as the mistakes that have derailed companies in China and across the globe. Through structured discussions, interactive case studies, and in-depth analyses, you'll gain actionable lessons and tools for growing long-term customer relationships.

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Taught in both Chinese and English with simultaneous translation, this program addresses the issues that are critical to marketing in China. The outstanding faculty team examines successful marketing practices as well as the mistakes that have derailed companies in China and across the globe. Through structured discussions, interactive case studies, and in-depth analyses, you'll gain actionable lessons and tools for growing long-term customer relationships.

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Who Is Right for the Program

This leadership training program is designed for senior executives, entrepreneurs, and marketing professionals of large established companies who are responsible for developing and implementing marketing strategies, both domestically and globally. It is appropriate for Chinese domestic companies, Chinese companies looking to expand regionally and globally, and multinational companies seeking to increase their presence in Asia.

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This leadership training program is designed for senior executives, entrepreneurs, and marketing professionals of large established companies who are responsible for developing and implementing marketing strategies, both domestically and globally. It is appropriate for Chinese domestic companies, Chinese companies looking to expand regionally and globally, and multinational companies seeking to increase their presence in Asia.

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Faculty

Every Harvard Business School Executive Education program is developed and taught by HBS faculty who are widely recognized as skilled educators, groundbreaking researchers, and award-winning authors. Through publishing, consulting, and teaching, HBS faculty leverage their business expertise and field-based research to develop enduring concepts that shape the practice of management. The result is an Executive Education teaching team whose groundbreaking insights challenge participants' thinking and enable them to become superior business leaders.

Faculty Chair
Harold M. Brierley Professor of Business Administration. Member of the Marketing Unit; and faculty chair of "Marketing Strategies for Profitable Growth—China." Read Full Bio

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Every Harvard Business School Executive Education program is developed and taught by HBS faculty who are widely recognized as skilled educators, groundbreaking researchers, and award-winning authors. Through publishing, consulting, and teaching, HBS faculty leverage their business expertise and field-based research to develop enduring concepts that shape the practice of management. The result is an Executive Education teaching team whose groundbreaking insights challenge participants' thinking and enable them to become superior business leaders.

John A. Deighton

Faculty Chair
Harold M. Brierley Professor of Business Administration. Member of the Marketing Unit; and faculty chair of "Marketing Strategies for Profitable Growth—China."

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Admissions

Please submit your application at least six weeks before the program start date. Since qualified candidates are admitted on a rolling, space-available basis, early application is encouraged. Admission is selective and based on professional achievement and organizational responsibility. Although there are no formal educational requirements, proficiency in written and spoken English is essential. Because Executive Education programs enhance the leadership capacity of the participants as well as their organizations, HBS expects the full commitment of both. While participants are attending a program, sponsoring organizations agree to relieve them of their work responsibilities so that they can fully focus on the learning experience.

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Please submit your application at least six weeks before the program start date. Since qualified candidates are admitted on a rolling, space-available basis, early application is encouraged. Admission is selective and based on professional achievement and organizational responsibility. Although there are no formal educational requirements, proficiency in written and spoken English is essential. Because Executive Education programs enhance the leadership capacity of the participants as well as their organizations, HBS expects the full commitment of both. While participants are attending a program, sponsoring organizations agree to relieve them of their work responsibilities so that they can fully focus on the learning experience.

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Programs, dates, fees, and faculty are subject to change.

In accordance with Harvard University policy, Harvard Business School does not discriminate against any person on the basis of race, color, sex or sexual orientation, gender identity, religion, age, national or ethnic origin, political beliefs, veteran status, or disability in admission to, access to, treatment in, or employment in its programs and activities.