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.

PROGRAM INFORMATION

April 17 - 19, 2020
Registration form coming soon.

PROGRAM FEE ¥53,000 RMB
The program fee includes some meals and all course materials
LOCATION  Yale Center Beijing

PROGRAM CONTACT

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

Download Brochure »

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.

  • Schedule

    Day One: Finding Opportunity for Innovation and New Business Ideas

    • The New Consumer Decision Journey
    • The Customer: A Behavioral Perspective
    • Creativity and New Idea Generation Process
    • Workshop: Creativity and New Idea Generation

    Day Two: Crafting a Brand for Creating Value

    • Innovation and New Product Development
    • Crafting Brand Strategy: Segmentation, Targeting, and Positioning
    • Dynamics of Brand Positioning Strategy
    • Workshop: How to Position Your Business

    Day Three: Going to Market

    • Technology and the Consumer Experience
    • Communicating Value in the Digital Era
    • Creating Buzz in Social Media
    • Capturing Value through Value-Based Pricing/li>
  • Faculty
    Jiwoong
    Co-Director: Jiwoong Shin
    Professor of Marketing
    Zauberman
    Co-Director: Gal Zauberman
    Joseph F. Cullman 3rd Professor of Marketing
  • Registration

    PROGRAM INFORMATION

    April 17 – 19, 2020 | ¥53,000 RMB
    The program fee includes some meals and all course materials
    LOCATION  Yale Center Beijing

    PROGRAM CONTACT

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

  • Who Should Attend?

    Entrepreneurs and executives with at least 8-10 years of experience who lead functional teams in such areas as marketing, branding, insights, innovation, product management, digital, strategy, and communications.