Yale School of Management

Global Branding & Commerce in the Digital Era

A unique program from top schools and marketing leaders in China and the U.S. 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.


May 3 – 8, 2020
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Includes lodging, select meals, classwork materials, company visits, and cultural activities.
Program Fee: $9,950
Location: Yale SOM Campus & New York, NY
Contact:  Xiuling Li

Download Brochure »

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, Cheung Kong Graduate School of Business (CKGSB), and WPP guides CMOs and other C-suite executives from China, the U.S. 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 U.S. 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
  • Topics covered
    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.

    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. 


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

  • Curriculum

    Global Branding and Commerce in the Digital Era delivers an immersive 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. 

    The Global Branding Mind Shift

    • An Unsustainable Codependency
    • Corporate Strategy in a Globalized World
    • The Power of Social Networks

    Retooling for the Age of the Customer

    • The State of Brands Today
    • The New Consumer Decision Journey
    • Using Behavioral Economics to Understand your Consumer
    • Designing Satisfying Customer Experiences 

    Leveraging Data to Transform Branding Big Data

    • The Path to Evidence-Based Management
    • Rethinking CRM in the Big Data Era

    Winning in Digital Moments of Engagement Customer-Centric Marketing

    • Platform Economy: Framework for Digital Transformation
    • Location is (Still) Everything

    Strategizing for a Digitally Transformed Marketplace

    • New Media and Mobile Marketing Tactics
    • Digital Transformation 
    • Case study and group presentations 
  • Registration

    Program Dates

    May 3 – 8, 2020
    Enroll Now »

    Download Brochure »

    Program Fee Assistance

    Program fee assistance is available for Yale alumni and groups of four or more from the same company. For more information, please contact  Xiuling Li.

  • 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.
    • Examine corporate growth strategies: 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.
    • Explore different industry applications: learn first-hand from marketing leaders from companies like Amazon, Shell, Huawei, WPP, LinkedIn, Tiffany & Co., and Ogilvy during company visits 
  • 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
    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
    Ravi Dhar, Yale School of Management 
    George Rogers Clark Prof. of Management and Marketing
    Professor of Psychology
    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. 

    Vineet Kumar
    Vineet Kumar, Yale School of Management
    Assistant Professor of Marketing

    Vineet Kumar is an Assistant Professor of Marketing at Yale School of Management and an expert on Digital Strategy. His focus is on creating and delivering value drivers in digital technology products and services, and strategies firms should adopt in developing and marketing digital products. His interests include digital transformation of companies, digital business models and platforms and product strategy and technological innovation. His work has been published in top academic journals, and his work has been featured in national and international media. At Yale, he teaches an advanced MBA class on Digital Strategy and developed specialized executive programs for industry participants. He has undertaken engagements with a variety of companies on digital and technology strategies, including GE, American Express, The New York Times, Microsoft, Dropbox, Splunk and StockSmart. Prior to Yale SOM, Professor Kumar was a faculty member at Harvard Business School, where he taught in the core MBA program, as well as in a variety of executive education programs, including Digital and Social Strategy, and Strategic Marketing Management. He received his undergraduate degree from the Indian Institute of Technology, and completed his doctoral studies at Carnegie Mellon University. Professor Kumar has held positions in the technology industry, working at established as well as start-up companies prior to his doctoral studies.

    Nathan Novemsky
    Nathan Novemsky, Yale School of Management
    Professor of Marketing

    Nathan Novemsky is Professor of Marketing in the Yale School of Management and has an appointment as Professor of Psychology in the Department of Psychology at Yale University. He is an expert in the psychology of judgment and decision-making, an area that overlaps heavily with behavioral economics and consumer behavior. He has published articles in leading marketing and psychology journals on topics that include: how people made judgments and decisions based on the information in front of them, how they know what they like, how the way they frame decisions affects the choices they make, how they choose and evaluate gifts, how their goals influence their behavior and other topics in judgment and decision-making. He teaches Problem Framing, a course unique to the Yale School of Management. This course teaches managers how to give structure to unstructured situations in a way that maximizes their chances of making good long-term decisions. It also teaches them about how to avoid the pitfalls characteristic of behavioral economics by understanding how natural psychological tendencies can derail optimal decision-making. He is also an active member of the Yale Center for Customer Insights. As part of the Center, he actively partners with practitioners to develop new insights into customer behavior that are both relevant to practitioners and new to the academic literature. He has also consulted on numerous legal cases (including deceptive advertising and defamation) where a key issue is how individuals interpret information they see in the media and other contexts.

    Jiwoong Shin
    Jiwoong Shin, Yale School of Management
    Professor of Marketing

    Jiwoong Shin is a Professor of Marketing at Yale School of Management. Professor Shin’s research focuses on analytical modeling of strategic interactions between firms and consumers; in particular, consumer search theory, advertising, pricing strategies, and CRM. His current work in communication strategy investigates (i) the role of vague messages and offers novel explanations why and how those vague messages can convey price and quality information to consumers and (ii) the relative roles of consumer search and firm advertising in signaling product quality. Also, his work in customer management strategy addresses a longstanding puzzle in practice: Should a firm offer a lower price to its own customers or to competitors’ customers? When is it profitable to reward one’s own customers? Professor Shin’s research appears in the Journal of Marketing Research, Management Science, Marketing Science and other publications. For two years in a row (2010 and 2011), Professor Shin has been the recipient of the John D. C. Little Best Paper Award, awarded for the best marketing paper published in Marketing Science and Management Science.

    K. Sudhir
    K. Sudhir, Yale School of Management
    James L. Frank Professor of Marketing, Private Enterprise and Management
    Director of the Yale China India Insights (CIIP) Program

    K. Sudhir is James L. Frank Professor of Marketing, Private Enterprise and Management and director of the Yale China India Insights (CIIP) Program. He leads the data-driven consulting and research collaborations with a range of Fortune 500 companies at the Yale Center for Customer Insights.

    Sudhir’s research has been the recipient of many best paper awards across all leading marketing journals, with two of his dissertation papers nominated among the final ten for most long-term impact for three consecutive years in 2009-11. His research has laid the foundations for econometric modeling in multiple areas of inter-organization and intra-organizational behavior: pricing in marketing channels, sales force compensation and organizational buying. His research on how data providers can profitably package and sell customer data provides conceptual underpinnings to evaluate the business-efficiency enhancing and consumer privacy tradeoffs central in today’s debates around big data. His theoretical work on CRM clarified why customer data enhances profits and why it is profitable to reward one’s best customers. Through his research on the China India Insights Program, he has been an evangelist in demonstrating why the rich cross-sectional variation and dynamics in institutional and market characteristics across and within emerging markets help improve our understanding of markets and marketing.

    He is currently editor-in-chief of Marketing Science, and had been an Associate Editor at all of the field’s quantitative marketing journals.

    Doreen Wang
    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. 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.

  • Program Partners

    CKGSBEstablished in Beijing in November 2002 with support from the Li Ka Shing Foundation, CKGSB is China’s first faculty-governed and independent business school. CKGSB boasts more than 40 full-time professors, who have earned their PhDs or held tenured faculty positions at leading schools such as Harvard, Wharton and Stanford. Their research has provided the basis for nearly 400 case studies of both China-specific and global issues. CKGSB also stands apart for its unmatched alumni network. More than half of CKGSB’s 10,000+ alumni are at the CEO or Chairman level and, together, their companies accounted for 14% of China’s GDP in 2016.

    WPPWPP is the world’s largest communications services group with billing of US$76 billion and revenue of US$19 billion. It also is the parent of Ogilvy, Young & Rubicam, Kantar, J. Walter Thompson Worldwide, and many other companies. Through its operating companies, the Group provides a comprehensive range of advertising and marketing services including advertising and media investment management; data investment management; public relations and public affairs; branding and identity; healthcare communications; direct, digital, promotion and relationship marketing, and specialist communications. The company employs more than 190,000 people, including associates and investments, in over 3,000 offices across 112 countries.

  • Testimonials

    “I found that the well-taught lessons learned during this program have been very beneficial in establishing our company brand in America. In fact, the plan to enhance awareness of our brand in America that was created in one of our workshops during this program in 2016 is plan that we then implemented with great success in 2017. The professors were superb. I have continued to trade ideas on branding strategy with the classmates I met during this program and those relationships have become an important asset in my business. I highly recommend this program to anyone who wants to improve the branding strategy of his or her company.” —Charles W. Sullivan, U.S.A. Representative of Beijing Tong Ren Tang

    “Global Branding & Commerce in the Digital Era is built around an incredible joint delivery format developed between CKGSB and the Yale School of Management. From day one, the mission of the program is clearly outlined. Its goal is to empower brand leaders to best understand how the digital era and the internet of things can be used to effectively build brands and foster ongoing consumer engagement. The professors and industry experts who deploy this course will impart a lot of new knowledge. But this knowledge is well balanced by the benefits of doing assignments, receiving individual and team feedback, and interacting with other participants in the program. Simply put, this is a top notch program that lays the groundwork for understanding how digital can help firms realize the benefits of technology and maximize the lifetime value of every client.” —Patrick Quinn, Chief Strategy Officer, Gleebill Global Solutions