Global Branding in the Digital Era

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

Build and lead your customer-focused organization in today’s transformed marketplace with the latest research from thought leaders in academia and industry. 

PROGRAM INFORMATION

Dates: October 22 – 27, 2017
Investment: $9,950 (includes lodging, select meals, classwork materials, company visits, and cultural activities) with discounts available.
Location: New Haven, CT and New York, NY

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PROGRAM CONTACT

Xiuling Li
Email: xiuling.li@yale.edu

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. 

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. 

Topics to be studied include digital-age brand building, global strategy, mobile impact, data analytics and CRM. 

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. 

Who should enroll?

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. 

Ideal candidates for the program include:

  • 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. 

program details styles

  • Topics covered
    Social Media and Mobile 

    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. 

    Big Data and 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.

  • Curriculum

    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. 

    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. 

  • What you can expect

    An immediate return on learning

    • 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.
  • Faculty

    Please note that faculty are subject to change and not all faculty teach in each session of the program.

    Sun Baohong
    Sun Baohong, CKGSB
    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.


    Ravi Dhar, Yale
    George Rogers Clark Prof. of Management and Marketing, Prof. of Psychology and the Director of the Center for Customer Insights

    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. 


    Doreen Wang, Millward Brown
    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. Ms. Wang translated the book Grow, by ex-P&G Global CMO Jim Stengel, into Chinese and wrote the chapter, “Brand Ideal in China.” Ms. Wang 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, Ms. Wang spent eight years helping global brands win in China and many Chinese brands expedite their globalization journey, including Haier, Hisense and Hainan Airline.