Marketing Strategies for Profitable Growth – China

(中文网站) 

Maintaining quality standards and sustaining profitable growth in China's rapidly evolving marketplace requires powerful marketing strategies that enable organizations to build and nurture long-term customer relationships. To help executives meet this challenge, Harvard Business School (HBS) Executive Education has partnered with the School of Management, Fudan University in Shanghai to offer Marketing Strategies for Profitable Growth—China, a program that focuses on the critical marketing components required to compete both in China and globally. Engaged in a dynamic learning experience, you will explore leading marketing practices from around the world that can be applied to create and sustain competitive advantage in Asia and beyond.

What You Can Expect

Marketing Strategies for Profitable Growth—China focuses on the keys to creating and maintaining customer relationships in order to sustain profitable growth. You will learn how to identify and segment customer groups, improve customer acquisition and retention rates, manage product portfolios, build quality brands, enhance sales and distribution efforts, and effectively expand into new markets.

Your Course of Study

With an eye on 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 will gain actionable lessons and tools for growing long-term customer relationships.

Who Is Right for the Program

This leadership training program is designed for senior executives, entrepreneurs, and marketing professionals who are responsible for developing and implementing marketing strategies, both domestically and globally. It is designed for a.) Chinese domestic companies, b.) Chinese companies looking to expand regionally and globally, and c.) Multinational companies seeking to penetrate further into Chinese and other Asian markets.

For more information, please contact:

Harvard Center Shanghai
Ms. Vivian Friedman
Manager, Programs and Client Services
Email: harvardchina@hbs.edu
Telephone: +86 21 3852 3888
Fax: +86 21 3852 3820

An Integrated Educational Partnership

Applying the principles of academic rigor, diversity, and impactful learning, this powerful educational alliance enables the faculty team to tailor a senior management program with unique relevance to China.

For more than a century, the mission of Harvard Business School (HBS) has been to educate leaders who make a difference in the world. Renowned for its legacy of innovation, HBS introduced the case method to management education, developed the concept of executive education, and created the world's first MBA program. A global network of seven research centers on four continents extends the School's groundbreaking research efforts to the international marketplace. Founded in 1908, HBS is a longstanding world leader in redefining the nature of management education, shaping the practice of business in every industry, and inventing the future of business.

Founded in 1905, Fudan University is one of the most prestigious institutions of higher learning in China. As an intellectually comprehensive academic institution, Fudan offers degrees in the humanities, social sciences, natural sciences, technology, management, and medical sciences. Fudan is the first of its kind in China to provide business administration education, and the history of School of Management could be traced back to as early as 1917. The School was one of the first business schools in China to set up MBA program in 1991, and to establish EMBA program in 2002. Rooted in the profound cultural traditions of Fudan University, the School of Management is progressing with its goal to cultivate business leaders and professional managers with international competence, and who fit into the needs of China's economic development as well. In light of the development of China's economy, the School is committed to crystallizing the management experience and thoughts in a Chinese business environment, carrying out innovative research, and sharing its ideas and thoughts with academic and business entities from home and abroad.

What You Can Expect

The program provides a new perspective on analyzing and assessing marketing activities that bolster organizational performance. Via classroom discussions, problem solving, and analysis of real-life marketing situations across firms and industries, you will examine the core elements of a disciplined marketing strategy that drives quality and sustains growth. With a focus on building and growing long-term customer relationships, this offering improves your ability to:

How Will My Organization Benefit?

This program provides examples of the best marketing strategies worldwide and guidance on tailoring those practices to a dynamic Chinese market and across Asia. You will leave the program with a deeper and broader understanding of how to lead your organization to greater marketing success. Going far beyond the basic transmission of skills and theories, this leadership development program offers applicable lessons and practical takeaways that can be implemented successfully within your organization through a dynamic learning model that can be implemented successfully within your organization. You will acquire a fresh perspective on global business from our groundbreaking curriculum, world-renowned faculty, and an accomplished group of elite peers from around the world.

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

Customer Acquisition and Retention Strategies

Brand Building

Competitive Analysis

Pricing for Profit

Distribution and Channel-Flow Management

Product Portfolio Management

Luxury Branding

Who Is Right for the Program

This program is appropriate for senior executives, entrepreneurs, and marketing professionals who are responsible for developing and implementing marketing strategies, both domestically and globally. It is appropriate for Chinese companies, as well as organizations that seek to conduct business in China. Marketing leaders and senior executives from both entrepreneurial and Chinese state-owned enterprises are invited to apply.

Titles may include:

Meet the Program Faculty

Marketing Strategies for Profitable Growth—China is taught by renowned faculty members from Harvard Business School and Fudan University, who are distinguished academicians, skilled educators, groundbreaking researchers, award-winning authors, and leaders on international business and management issues. Representing various disciplines, they remain close to practice through relationships with business and industry leaders and through personal involvement as board members and consultants for top companies around the world. By leveraging their business expertise and field-based research, they create new knowledge and enduring concepts that shape the practice of management around the world.

John A. Deighton, Harold M. Brierley Professor of Business Administration. Member of the Marketing Unit; and faculty chair of "Taking Marketing Digital" and "Marketing Strategies for Profitable Growth—China."

Sunil Gupta, Edward W. Carter Professor of Business Administration. Head of the Marketing Unit.

Jiang Qingyun, Professor and Chairman of Marketing department, School of Management at Fudan University.

Admissions

Because a diverse participant mix is an important part of every HBS Executive Education program, we look for candidates who reflect a broad range of industries, functions, countries, and backgrounds to enrich the learning experience.

Fees, Payments, and Cancellations

The program fee covers tuition, books, case materials, accommodations, and most meals.

No payment is necessary until you have been accepted into an HBS Executive Education program. After admission notification, we will send you an invoice via email; payment is due within 30 days of the invoice date. If admission is within 30 days prior to the start of the program, payment is due upon receipt of the invoice. Payment is required prior to the program start date. We accept payment by company check, bank wire transfer, or credit card (American Express, MasterCard, Visa). Details are included on the program invoice.

If you need to cancel or defer participation, you must submit your request in writing more than 30 days before the start of the program to receive a full refund. Due to program demand and the volume of preprogram preparation, cancellations or deferrals received 14 to 30 days prior to the start of the program are subject to a fee of one-half of the program fee. Requests received within 14 days are subject to full payment.

Requirements

Although there are no formal educational requirements, admission is a selective process based on professional achievement and organizational responsibility. We look for professionals who have demonstrated business talent and leadership potential.

HBS Executive Education programs enrich both participants and their sponsoring organizations, and require full commitment from each party. While participants devote time and intellect to the learning experience, sponsoring organizations agree to relieve individuals of their work responsibilities during the program.

We deliberately design our programs to encourage individual growth and to foster productive interaction among participants. For that reason, this program is taught in both English and Chinese with translation. Participants will preselect either Chinese or English for their classroom materials. When forming discussion groups, program administrators consider each executive's language capabilities to ensure optimal exchange of ideas within the group.

Application Process

Program participants must be sponsored by their current employer. The Admissions Committee must receive your application and all required documents in order to review the application.

To apply, you may use our online form or download an application. You also may request a brochure by mail.

If you submit your application online, we will promptly acknowledge receipt of your submission via email. In the unlikely event that an email acknowledgment is not received, please contact the Admissions Committee by email: exed_admissions@hbs.edu, phone: +1-617-495-6226, or fax: +1-617-496-1731.

If you choose to submit a printed application, be sure to type or print legibly and sign your application. Send the application to the address or fax number listed on the form. Mailed or faxed applications are processed and acknowledged promptly upon receipt via email.

Complete Your Application

Please answer all questions thoroughly—the Admissions Committee will only consider completed applications. After reviewing your application and making the necessary edits or corrections, print or copy the application for your records.

Meet the Deadlines

We request applications at least four weeks in advance of the program start date. Early application does not guarantee admission. Programs often fill to capacity, so early application is recommended.

Notification of Acceptance

We acknowledge receipt of all applications and maintain all application information in strict confidentiality.

To optimize the learning experience and maximize the exchange of ideas, the Admissions Committee selects a class that balances each participant's experience, the scope of his or her current responsibilities, and the type of organization.

The Admissions Committee begins reviewing applications four months before the start date, and qualified candidates are admitted on a rolling, space-available basis. Once the review process has begun, applicants are notified within three weeks via email regarding Admissions Committee decisions. If your application is received within three weeks of the program's start date, the Admissions Committee will notify you of their decision as soon as possible.

Need help?

For further assistance, contact our client service specialists at: 1-800-427-5577 (outside the U.S., dial +1-617-495-6555).