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Global Branding in the Digital Era
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October 23-27, 2017 | New York
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.
With the rapid global evolution of digital media, brands have more ways than ever to differentiate themselves. Global Branding in the Digital Era, a program presented jointly by CKGSB and Yale School of Management, the leading business schools of China and the US, and WPP, the global leader in marketing services, 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.
Three key benefits for participants:
GAIN NEW INSIGHT
Deepen understanding of shifting marketing trends in an increasingly digitalized and globalized world, while obtaining a certificate from both CKGSB and Yale School of Management.
DEVELOP A CORPORATE GROWTH MARKETING STRATEGY
Rethink the power of brand strategy to drive company growth. In a small group setting, participants work with world-renowned experts in academia and industry 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.
Whether their responsibility is 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.
By taking advantage of the opportunity to network with an exclusive group of marketing executives across industries, participants develop new perspectives while acquiring cutting edge knowledge on building global brands with new media. In China, home to the world’s largest mobile user base, outlays on mobile ads and total mobile ad spending in the country continue to rise amid surging mobile application usage. Consumers in the US, which leads the world with superior wireless networks and investment, also spend more of their time in mobile apps. It is imperative that marketers learn how to reach consumers in their mobile moments of need.
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. Topics to be studied include digital-age brand building, global strategy, mobile impact, data analytics and CRM. This program prepares leaders to win in today’s transformed marketplace.
To assure participants’ knowledge moves from the classroom to the boardroom, activities will include analyzing business challenges, working sessions around participants’ central business questions and visits to firms such as IBM, Huawei and Google.
US $9,950 (includes lodging, select meals, classwork materials, company visits and cultural activities.)
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Global Branding in the Digital Era 2016 Alumni and Faculty
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. Participants will engage in meaningful discussions with seasoned marketing faculty from CKGSB and the Yale School of Management, as well as industry leaders at WPP, allowing mastery of the insights needed to navigate today’s dynamic marketing landscape and diverse channels.
By taking advantage of the opportunity to network with an exclusive group of marketing executives across industries, participants develop new perspective while acquiring cutting-edge knowledge of building global brands with new media.
Participants will use digital strategies to build and promote awareness and engagement through a planned media outreach with leading US and Chinese media to reach target markets.
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.
Global Branding in the Digital Era helps CMOs and other marketing professionals unlock the tools, trends and technologies needed to foster a global customer-focused organization. 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.
SOCIAL MEDIA & MOBILE:
Participants will learn how to leverage social media and mobile channels across different geographies. Experts at CKGSB, Yale School of Management and WPP 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 & 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.
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.
Global Branding in the Digital Era involves groups of marketing executives from both the United States and China, paralleling the countries’ growing business ties and emerging opportunities for joint business.
Participants will include CMOs or other marketing executives from the most valuable Chinese and US brands. In addition, the group will include professionals from marketing agencies and senior decision-makers from companies looking to revise their digital strategies and do business with China and the US.
The 2016 program, held from Oct 17-21, brought together marketing and other C-suite executives mainly from China and the US. Participants represented diverse industries, such as finance and investment, heath care, real estate, fashion, advertising & marketing, as well as media and publishing.
Topics may change based on availability and design modifications
1. THE GLOBAL DIGITAL MIND SHIFT
US AND CHINA:
- An Unsustainable Co-dependency
- Corporate Strategy in a Globalized World
- The Power of Social Networks
2. 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
3. LEVERAGING DATA TO TRANSFORM BRANDING
- The Path to Evidence-Based Management
- Rethinking CRM in the Big Data Era
4. WINNING IN DIGITAL MOMENTS OF ENGAGEMENT
- A Pragmatic Framework
- Location is (Still) Everything
5. STRATEGIZING FOR A DIGITALLY TRANSFORMED MARKETPLACE
- Key to Mobile Marketing
- Digital Transformation
- Case study and group presentations
6. COMPANY VISITS (EXAMPLES)
Faculty may change based on availability and design modifications
PROGRAM FACULTY DIRECTORS
Sun Baohong is the Dean’s Distinguished Chair Professor of Marketing and the Associate Dean of Global Programs at CKGSB. 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 Ph.D. from the University of Southern California in 1997 and B.A. 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 2009 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.
Mary Wadsworth Darby is Chief Representative of CKGSB Americas, and helps identify CKGSB Americas strategic initiatives and build brand awareness in both North and South America. She works closely with all the CKGSB offices to strengthen cross marketing and program development. Mary also works with CKGSB partnering schools and other key relationships to identify new business and opportunities for collaboration in response to changes in market dynamics and trade and capital flows.
Previously, Mary worked for Morgan Stanley in Firm Management and headed the Asia and China Desks. She moved to HK and headed Morgan Stanley Investment Management (MSIM) in Hong Kong and developed the first institutional sales initiative with Chinese financial entities. At Morgan Stanley she also created and ran a series of educational programs for the fixed income division and other departments with a focus on China.
Mary has worked extensively in China and Asia for more than 25 years. She founded Peridot Asia Advisors, a strategic transactions advisory firm. She has substantial experience negotiating market entry strategies over a broad range of industries, as well as with Chinese financial institutions, state-owned enterprises, regulatory authorities and other government entities responsible for regulating and supervising the insurance and banking industries. Her background also includes serving as Executive Director of the America-China Society, a non-profit organization devoted to the promotion of US-China relations chaired by former US Secretaries of State Henry Kissinger and the late Cyrus Vance.
Mary earned her BA degree from Princeton University. A fluent Mandarin speaker, she also holds an MBA from Columbia Business School and an MIA from Columbia School of International and Public Affairs. She is the Chair of the Hong Kong Association of New York; serves as a Senior Professional Fellow at the Chazen Institute at Columbia Business School; a Trustee of Concord Academy; and was for many years a Trustee of Princeton-in-Asia. She serves as an Independent Director of the Industrial and Commercial Bank of China (ICBC, USA). She is also a member of the Council on Foreign Relations.
Ravi Dhar is the George Rogers Clark Professor of Management and Marketing, Professor of Psychology in the Department of Psychology, and the Director of the Center for Customer Insights, all at Yale University. His pioneering work is focused on understanding the different factors that influence how consumers think and decide. He has also served as a consultant to dozens of Fortune 500 companies in a wide variety of industries, including financial services, health care, high tech and luxury goods, on developing best practices for generating and using customer insights. Ravi has published more than 60 articles and serves on the editorial boards of several of leading marketing journals. The American Marketing Association recently ranked Professor Dhar as the most productive scholar publishing in premier marketing journals from 2009 through 2013. His research and teaching has been honored with various awards, including the Distinguished Scientific Accomplishment Award of the Society for Consumer Psychology, the Distinguished Alumnus Award from the Indian Institute of Management and the Yale School of Management Alumni Association Teaching Award. His work has been frequently mentioned in Business Week, The New York Times, The Financial Times, The Wall Street Journal, The Economist, USA Today and other popular media.
David Roth is CEO of The Store, the WPP Global Retail Practice, for Europe, Middle East, Africa and Asia. Mr. Roth started his career at the House of Commons, working for a member of the UK Parliament. He swapped the cut and thrust of politics for the cut and thrust of advertising. Joining Bates Dorland, he became main board Director for Strategy and Managing Director of the consulting and digital divisions. David was the CEO of the worldwide retail and technology center of excellence. He joined Kingfisher’s B&Q, one of Europe’s largest retailers, sitting on the main board of directors as UK and International Marketing Director. With extensive knowledge and experience of working in fast growth markets, David was part of the leadership team that took B&Q stores to Asia, opening branches in Taiwan, China and Korea, as well as in Russia, Poland and Turkey. He has lived in Shanghai and has been travelling to China for more than 18 years. David has authored a number of books and studies, including the “Retailing in a Recession” playbook series, “Brand China,” in “Green Business,” and “A History of Retail in 100 Objects,” a book and podcast series which he edited and narrated. He also co-wrote “The Thoughts of Chairmen Now: Wisdom and Insights from China’s Business Leaders and Entrepreneurs,” and is the Editor of “Leaders in the Hot Seat: Behind the Brands that Shape Lives and Build Value.” David also runs the seminar series, “The Future of Retail.” His latest book, “The Next Era of Digital Retailing,” was co–written with Steve Jones, a futurologist from Intel. A frequent broadcaster, speaker at international events and lecturer on management development programs for senior Chinese business leaders and entrepreneurs, David advises companies on their China strategy. He is a non-executive director of TFT, a non-governmental organization dedicated to sustainable production, and Chairman of the Centre for International Business and Management at Brunel University London and Queens’ College, University of Cambridge. He can be reached via email at firstname.lastname@example.org (www.wpp.com) and followed on Twitter at @davidrothlondon. He blogs on brands, retail, technology and more at davidroth.com
David Bell is a Professor of Marketing and Xinmei Zhang and Yongge Dai Professor at The Wharton School of the University of Pennsylvania. He is the Academic Director for Wharton’s Advanced Management Program. He is an expert in consumer shopping behavior. His current research focuses on theories and explanations for geographic variation in the performance of Internet retail startups. Startups studied include Bonobos.com, Diapers.com and WarbyParker.com. Recent articles explain the effect of physical location on customer acquisition, contagion effects among co-located consumers, and the effect of preference isolation on online demand. Professor Bell’s research is published in all of the premier academic marketing journals: Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research, Management Science, Marketing Science and Quantitative Marketing and Economics. He also serves as an expert witness in intellectual property matters pertaining to individual choice behavior. He holds a Ph.D. from the Graduate School of Business at Stanford University, an MS in Statistics from Stanford University, an MA (Honorary) from the University of Pennsylvania, an M.Com (1st Class Honors) and B.Com from the University of Auckland, New Zealand.
Nicholas Christakis, MD, Ph.D., MPH, is a sociologist and physician who conducts research in social networks and biosocial science. He directs the Human Nature Lab at Yale University, where he is appointed as the Sol Goldman Family Professor of Social and Natural Science, and he is the Co-Director of the Yale Institute for Network Science. As of July 2015, he also serves as the Master of Silliman College at Yale. His current research is mainly focused on two topics: (1) the social, mathematical and biological rules governing how social networks form (“connection”), and (2) the social and biological implications of how they operate to influence thoughts, feelings and behaviors (“contagion”). His lab uses both observational and experimental methods to study these phenomena, exploiting techniques from sociology, computer science, biosocial science, demography, statistics, behavior genetics, evolutionary biology, epidemiology and other fields. The author of several books and over 150 articles, Professor Christakis was elected to the Institute of Medicine of the National Academy of Sciences in 2006 and was made a Fellow of the American Association for the Advancement of Science in 2010.
Jeffrey E. Garten was dean of the Yale School of Management from November 1995 to June 2005 and has been teaching at the school since he stepped down. Prior to serving as dean, he was undersecretary of commerce for international trade, 1993-1995, where he focused on trade and investment negotiations and policy towards big emerging markets—particularly China, India, and Brazil. Before government service he spent 13 years on Wall Street. As a managing director of Lehman Brothers, he specialized in debt restructuring in Latin America, built up Lehman’s investment banking business in Asia, and restructured some of the world’s largest shipping companies in Hong Kong. Later he worked on mergers and acquisitions for the Blackstone Group. From 1997-2005 he wrote a monthly column for BusinessWeek on major challenges facing global business leaders. His articles have also appeared in the New York Times, the Wall Street Journal, the Financial Times, Foreign Affairs, and the Harvard Business Review.
Anindya Ghose is a Professor of Information, Operations and Management Sciences and a Professor of Marketing at New York University’s Leonard N. Stern School of Business. He is the Director of the Center for Business Analytics at NYU Stern, and the co-Chair of the NYU-AIG Partnership on Innovation for Global Resilience. He is the NEC Faculty Fellow and a Daniel P. Paduano Fellow of Business Ethics at NYU Stern. He has been a Visiting Associate Professor at the Wharton School of Business. He also serves as the main Scientific Advisor to 3TI China. He was recently named by Business Week as one of the “Top 40 Professors Under 40 Worldwide” and by Analytics Week as one the “Top 200 Thought Leaders in Big Data and Business Analytics.” He has consulted in various capacities for Berkeley Corporation, CBS, Dataxu, Facebook, NBC Universal, OneVest, Samsung, and 3TI China, and collaborated with Alibaba, China Mobile, Google, IBM, Indiegogo, Microsoft, Recobell, Travelocity and many other leading Fortune 500 firms on realizing business value from IT investments, internet marketing, business analytics, mobile marketing, digital analytics, social media and other areas. He has published more than 75 papers in premier scientific journals and peer reviewed conferences, and has given more than 200 talks internationally. His research analyzes the economic consequences of the Internet on industries and markets transformed by its shared technology infrastructure. Before joining NYU Stern, Dr. Ghose worked in GlaxoSmithKline, as a Product Manager in HCL-Hewlett Packard, and as a Senior E-Business Consultant with IBM. He has a B. Tech in Engineering from the Regional Engineering College (NIT) in Jalandhar, and an MBA in Finance, Marketing and Systems from the Indian Institute of Management, Calcutta. He received his MS and Ph.D. from Carnegie Mellon University’s Tepper School of Business.
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 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.
Stephen Roach is a Senior Fellow at Yale University’s Jackson Institute of Global Affairs and a Senior Lecturer at Yale’s School of Management. He was formerly Chairman of Morgan Stanley Asia and the firm’s Chief Economist for the bulk of his 30-year career at Morgan Stanley, heading up a highly regarded team of economists around the world. Mr. Roach’s current teaching and research program focuses on the impacts of Asia on the broader global economy. At Yale, he has introduced new courses for undergraduates and graduate students on the “The Next China” and “The Lessons of Japan.” His writing and research also addresses globalization, trade policy, the post-crisis policy architecture, and the capital markets implications of global imbalances. Stephen Roach has long been one of Wall Street’s most influential economists. His work has appeared in academic journals, books, congressional testimony and has been disseminated widely in the domestic and international media. Roach’s opinions on the global economy have been known to shape the policy debate from Beijing to Washington. Prior to joining Morgan Stanley in 1982, Mr. Roach served on the research staff of the Federal Reserve Board and was also a research fellow at the Brookings Institution. He holds a Ph.D. in economics from New York University. Mr. Roach is a member of the Council on Foreign Relations, the Investment Committee of the Metropolitan Museum of Art, the China Advisory Board of the Environmental Defense Fund, and the Economics Advisory Board of the University of Wisconsin.
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 is James L. Frank Professor of Marketing, Private Enterprise and Management, and director of the Yale China India Insights (CIIP) Program. His research focuses on gaining market insights by analyzing consumer and firm actions through econometric modeling. As director of the China India Insights Program, he also specializes in research on consumers in emerging markets. He has consulted for Fortune 500 US firms and Indian firms across many industries such as technology, financial services, entertainment and retailing, specializing in analyzing their internal data to obtain actionable market insights. He leads data-driven academic-industry research partnerships at the Yale Center for Customer Insights (YCCI). Professor Sudhir’s research has been honored with numerous best paper awards across all major quantitative marketing journals. He is Editor-in-Chief designate for Marketing Science. He currently serves as Senior Editor at Marketing Science. Prior to accepting the Senior Editor position, he served as an Associate Editor at Journal of Marketing Research, Management Science and Quantitative Marketing and Economics. He was also on the editorial boards of the Journal of Marketing and the Journal of Retailing.
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.
Established 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 9,000+ alumni are at the CEO or Chairman level and, together, their companies accounted for one sixth of China’s GDP in 2015.
Headquartered in Beijing, CKGSB is also located in Shanghai, Shenzhen, New York, Hong Kong and London. The school offers the following innovative courses: MBA; Finance MBA; Executive MBA specializing in Finance, Healthcare or the Arts; Dual-Degree EMBA with IMD; Korean EMBA; Doctor of Business Administration; and Executive Education programs.
TEL: +1 646-627-7735
The mission of the Yale School of Management is educating leaders for business and society. The school’s students, faculty and alumni are committed to understanding the complex forces transforming global markets and using that understanding to build organizations—in the for-profit, nonprofit, entrepreneurial and government sectors—that contribute lasting value to society. The school’s integrated curriculum, close ties to Yale University and active connection to the Global Network for Advanced Management ensure that Yale MBAs both acquire crucial technical skills and develop a genuine understanding of an increasingly complex global context.
TEL: +1 203-432-1902
WPP is the world’s largest communications services group with billings 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.
TEL: +1 212-548-7231