Yale School of Management

From Idea to Market in the Digital Age, Yale Center Beijing

Translate cutting edge theory into effective practice for building new business opportunities in the technological era.

The digital revolution has altered every aspect of the consumer decision journey — from purchase to consumption to post-consumption interactions — creating new challenges and opportunities for marketers and entrepreneurs.

This program is designed to provide participants with a comprehensive overview of new product development from idea generation to marketing implementation. In this workshop you will focus on the how to generate ideas that provide value to consumers and the critical decisions that managers must make to successfully execute marketing strategies.

Grounded in Yale research, the program systematically explores the three critical areas that can drive new business successfully to market. Gain frameworks for finding new business opportunities, crafting brand strategies that create value for customers, and carrying out strategy in new digital markets. Throughout the program, experts will share current thinking, moderate discussion, and guide interactive sessions to ensure learning leads to action in your company.


April 17 - 19, 2020
Registration form coming soon.

The program fee includes some meals and all course materials
LOCATION  Yale Center Beijing


Xiuling Li
Assistant Dean, Asia Programs
Email: xiuling.li@yale.edu

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Digital Marketing: A Strategic Perspective

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