Global Branding in the Digital Era 数字时代的品牌全球化

A unique program from top schools and marketing leaders in China and the US to enable those building and leading customer-focused organizations to win in today’s digital era. 本课程由中美两国顶尖学府携手全球最大市场营销集团的营销领袖精心打造,旨在为客户导向型企业指引数字时代的制胜之道。

Build and lead your customer-focused organization in today’s transformed marketplace with the latest research from thought leaders in academia and industry.  通过来自学术界和行业思想领袖的最新研究,在当今转型的市场中建立和引导您以客户为中心的组织

PROGRAM DATES 项目信息

OCTOBER 22 – 27 , 2017 | $9,950
时间:2017年10月22日—27日 | 9,950美元
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PROGRAM DETAILS

Includes lodging, select meals, classwork materials, company visits, and cultural activities.
(包括住宿费、部分餐费、课程材料费、公司参访和文化活动费用)。项目有优惠。
Location: Yale SOM Campus and New York, NY
地点:纽黑文、纽约
Contact: 项目联系 Xiuling Li 李秀玲

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With the rapid global evolution of digital media, brands have more ways than ever to differentiate themselves. This program, presented jointly by the Yale School of Management, CKGSB and WPP 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. 
随着数字媒体全球化的迅猛发展,品牌差异化战略的重要性日渐突出。“数字时代的品牌全球化”是由长江商学院、耶鲁大学管理学院和WPP共同推出的高端培训课程。本课程主要面向中国、美国和其他国家的首席营销官(CMO)以及其他高管,助力他们在全球数字化时代打造成功的“客户导向型企业”。

Whether 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. 
无论是在金融,医疗保健还是其他领域,参与者将学习如何在世界上最大的两个经济体 - 美国和中国的合作和赢得胜利。

Topics to be studied include digital-age brand building, global strategy, mobile impact, data analytics and CRM. 
要研究的主题包括数字时代品牌建设,全球战略,移动影响,数据分析和客户关系管理。

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.  本课程是探索影响消费者和市场的最新趋势,并学习世界级教师和行业领导者的最佳实践的机会。

Who should enroll? 谁该参加?

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. 
该项目是针对美国和中国的营销主管,包括WPP员工,有兴趣了解如何推动以客户为中心的组织的发展。

Ideal candidates for the program include: 该项目的理想候选人包括:

  • Executives with at least 10 years of experience. 
  • Leaders of functional teams in such areas as marketing, branding, insights, innovation, product management, technology, strategy, and communications. 
  • 具有至少10年经验的高管。
  • 营销,品牌,见解,创新,产品管理,技术,战略和沟通等领域的功能团队领导者。

program details styles

  • Topics covered 涵盖主题
    Social Media and Mobile 社交媒体和移动通信

    Participants will learn how to leverage social media and mobile channels across different geographies. Experts will guide participants on implementing digital tools such as search, display, email, social media and mobile to drive growth of established and new businesses. 

    参与者将学习如何利用不同地域的社交媒体和移动渠道。专家将指导参与者实施搜索,显示,电子邮件,社交媒体和手机等数字工具,推动成熟和新业务发展。

    Big Data and CRM 大数据和客户关系管理

    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. 

    项目探讨大数据的影响和可能性。教师将指导参与者利用大数据优化战略决策,并通过强大和敏捷的客户关系管理增强客户体验。
    E-Commerce  电子商务

    Participants will receive valuable insider tips on the practices and processes of leading e-commerce companies that have successfully created new markets and customers. 

    参与者将获得有关成功创造新市场和客户的领先电子商务公司实践和流程的宝贵内幕提示。

    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.

    参与者将深入了解如何建立和领导一个以客户为中心的组织,准备在当今的数字市场取得成功。
  • Curriculum 课程安排

    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. 

    参与者将沉浸在混合式学习体验中,包括与专家的互动,小组工作,公司访问和体验活动,以促进同侪学习和与具体问题接轨。此外,参与者带来的现实挑战将在课堂上得到解决,使高管能够从行业和学术领导层就其问题征求意见。

    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. 

    从数据分析到客户关系管理到移动和社交媒体营销,该项目提供独特,全面和前沿的见解和工具,帮助高管推动在当今竞争激烈的商业环境中所需的独特,有影响力的品牌战略。

  • What you can expect? 你能期望什么?

    An immediate return on learning 即刻的学习回报

    • Gain new insight: Deepen understanding of shifting marketing trends in an increasingly digital and global world while obtaining a certificate from both CKGSB and Yale School of Management.
    • Develop a corporate growth strategy: Rethink the power of brand strategy to drive company growth. In a small group setting, participants work with world-renowned experts 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.
    • 获得新的见解:深入了解越来越多的数字和全球化世界中的营销趋势,同时获得长江商学院和耶鲁管理学院的证书。
    • 制定企业发展战略:重新思考品牌战略的力量,推动公司发展。参加小组会议的参与者与世界知名专家合作,讨论公司独特的问题和挑战。
    • 全球范围内提升品牌:与参与的全球高管进行有意义的讨论,分享推动市场品牌增长的知识和经验。
  • Faculty 教授团队

    Please note that faculty are subject to change and not all faculty teach in each session of the program. 请注意,教师可能会发生变化,并不是所有教师教授课程的每个课程。

    Sun Baohong
    Sun Baohong, CKGSB 孙宝红教授, 长江商学院
    Dean’s Distinguished Chair Professor of Marketing and the Associate Dean of Global Programs

    Professor Sun Baohong is the Dean's Distinguished Chair Professor of Marketing and the Associate Dean of Global Programs. She also directs CKGSB's Customer Information Management Center. Prior to joining CKGSB in 2011, Professor Sun was Carnegie Bosch Professor of Marketing at the Tepper School of Business of Carnegie Mellon University. Professor Sun received her PhD from the University of Southern California in 1997 and BA from Renmin University of China.

    Her research focuses on rational and strategic consumer choices and dynamic structural models; dynamic and interactive marketing mix and customer information management; and, most recently, on modeling dynamic and inter-dependent consumer decisions on e-commerce and social media platforms.

    Professor Sun is the recipient of numerous awards for research and teaching, including the 2008 Finalist for John D.C. Little Best Paper Award at INFORMS, the 2006 MBA George Leland Bach Teaching Award, and the 2005 CART Research Frontier Award for Innovative Research at Carnegie Mellon University.

    She also serves on the editorial boards of Journal of Marketing Research, Marketing Science, and Journal of Marketing. Her extensive consulting experience includes work with major corporations including Bosch, Boy Scouts of America, Highmark Insurance, John Deer and IBM. An active contributor to media discussions on current business issues, Professor Sun's research has been cited in The Economist, The New York Times,The Wall Street Journal, Time Magazine and Bloomberg, among others.

    孙宝红教授(SUN Baohong)南加州大学博士,现任长江商学院市场营销学教授、杰出院长讲席教授和全球项目部副院长,同时主持长江商学院客户信息管理中心的工作。入职长江商学院之前,曾任卡内基梅隆大学泰珀商学院卡内基-博世基金资助项目营销学教授。 孙宝红教授1997年从南加大获得博士学位,从中国人民大学获得学士学位。

    孙宝红教授主要研究领域为消费者理性和策略性选择及动态模型、市场营销的动态和互动混合、客户关系管理等,最新研究包括动态建模和基于电子商务和社交媒体平台的互助消费者决策。

    孙宝红教授曾荣获多项教学及研究奖项。2009年获得由运筹学和管理学研究协会(INFORMS)颁发的John D. C Little最佳论文奖提名,2006年获得George Leland Bach工商管理硕士课程教学奖,2005年获得由卡耐基梅隆大学颁发的CART创新研究先锋奖。

    孙宝红教授还是《营销研究杂志》、《市场营销科学》、《市场营销学期刊》等专业学术期刊的编委会成员。她曾担任多家企业的咨询顾问,包括博世、美国童子军组织、Highmark保险公司、约翰迪尔、 IBM等,并且积极参与媒体对商业问题的讨论,其学术成果曾被《经济学人》、《纽约时报》、《华尔街日报》、《时代周刊》、《彭博资讯》等多家世界主流媒体报道和引用。


    Ravi Dhar, Yale 莱维•哈尔教授,耶鲁大学
    George Rogers Clark Prof. of Management and Marketing, Prof. of Psychology and the Director of the Center for Customer Insights 管理和市场营销学 George Rogers Clark 讲席教授、心理学教授,消费者洞察中心(Center for Customer Insights)主任

    Ravi Dhar is the George Rogers Clark Professor of Management and Marketing and director of the Center for Customer Insights at the Yale School of Management. He also has an affiliated appointment as professor of psychology in the Department of Psychology, Yale University.

    He is an expert in consumer behavior and branding, marketing management, and marketing strategy and a leader in bringing psychological insights to the study of consumer decision-making. His research focuses on using psychological principles, such as limited self-control and cognitive limitations in processing information, to investigate fundamental aspects about the formation of consumer preferences and goals in order to understand consumer behavior in the marketplace. 

    莱维•哈尔教授(Ravi Dhar)耶鲁大学管理学院管理和市场营销学 George Rogers Clark 讲席教授、心理学教授,消费者洞察中心(Center for Customer Insights)主任。

    他是消费者行为和品牌,营销管理和市场营销策略方面的专家,也是心理学见解研究消费者决策的领导者。他的研究重点是使用心理学原理,如有限的自我控制和认知限制来处理信息,调查消费者偏好和目标形成的基本方面,以了解消费者在市场中的行为。


    Doreen Wang, Millward Brown 王幸,Millward Brown的BrandZTM全球负责人
    Global Head of BrandZ

    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 executives in Fortune 500 companies in both China and the US. Ms. Wang leads global BrandZ™ engagement across 45 countries, and the launch of BrandZ™ Global Top 100 Most Valuable Brands, China Top 100 Most Valuable Brands and Brazil, Indian, Indonesia and Mexico rankings. She leads a global research and marketing team with members based in the UK, US and six other countries building the BrandZ™ platform.

    Ms. Wang has often been invited to be the plenary lecture speaker at prestigious forums such as the UK House of Commons, NASDAQ, London Stock Exchange, Bloomberg News, Wall Street Journal and Cambridge Judge Business School. She translated the book Grow, by ex-P&G Global CMO Jim Stengel, into Chinese and wrote the chapter, “Brand Ideal in China.” She also plays a leading role in providing branding consultancy services to many C-suite clients of top global companies and local brands from fast-growing markets, including Intel, Tencent, LinkedIn, GE, Facebook, COFCO, Visa, Tiffany, ABI and Paypal.

    Ms. Wang started her career as a marketing manager for United Healthcare Group in New York, then moved into the global director role with GfK North America, followed by founding the consulting firm MarketNet Global. After joining Millward Brown China in 2008, she spent eight years helping global brands win in China and many Chinese brands expedite their globalization journey, including Haier, Hisense and Hainan Airline.

    王幸(Doreen Wang)Millward Brown的BrandZTM全球负责人,资深咨询顾问,拥有18年为世界500强公司高管提供市场营销和战略咨询服务的经验。王女士领导BrandZTM在全球45个国家的业务,在英国、美国等8个国家建立了 BrandZTM平台,负责BrandZTM全球和中国前100个最具价值品牌的发布以及巴西、印度、印度尼西亚和墨西哥最具价值品牌的排名及发布。王女士于2008年加入Millward Brown China,帮助海尔、海信和海航等中国品牌加快了全球化进程。王女士曾受邀在英国下议院、纳斯达克、伦敦证券交易所、彭博新闻社、《华尔街日报》和剑桥大学贾吉商学院等场合发表演讲,还将宝洁公司前全球首席营销官Jim Stengel 所著的“Grow”一书译成中文,并撰写了“Brand Ideal in China”一章。王女士还为全球顶级公司的高管客户和新兴市场企业提供品牌咨询服务,企业客户包括英特尔、腾讯、领英、通用电气、Facebook、中国粮油食品进出口集团、Visa、Tiffany、ABI和Paypal。

    王女士事业开始于纽约的联合医疗保健集团担任营销经理职务,随后加入GfK北美地区担任全球总监职务,之后成立了咨询公司MarketNet Global。 2008年加入Millward Brown中国后,王女士用了八年时间帮助全球品牌在中国获胜,以及许多中国品牌加快了全球化进程,包括海尔,海信,海南航空等。