Global Branding & Commerce
in the Digital Era
Global Branding & Commerce
in the Digital Era
Global Branding & Commerce
in the Digital Era
Global Branding & Commerce
in the Digital Era
Global Branding & Commerce
in the Digital Era
Testimonial
I came into the GBDE program not really knowing what to expect as it had seemed tailored to the American and Chinese audience. I was however encouraged by the pleasantness and quick response of the coordinators. Upon arriving at Yale SOM in New Haven, I was certainly not disappointed by the quality of the teaching faculty, the content and the logistics team working assiduously behind the scene. These carried through to CKGSB sessions in New York. I feel so empowered to take the conclusions and content home at a wonderful timing of my life, having been a traditional marketing man, now transformed to digital. The diversity and enthusiasm of my colleagues further added color and spice to the program for me. I believe Go-Be-Digitally-Enabled is a worthy acronym capturing the essence of the GBDE program!. I sincerely look forward to working with the CKGSB team in the nearest future.
Akintunde Onadele
CEO of MPower, Nigeria
GBDE 2018 Participant
Testimonials
The CKGSB Global Branding In The Digital Era program is built around an incredible joint delivery format developed between CKGSB and the Yale School of Management. From day 1 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 the 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
2016 GBDE Participant
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 the plan that we then implemented with great success in 2017. The professors are 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
GBDE Program Participant
U.S.A. Representative of Beijing Tong Ren Tang
About the Program

An action-learning program delivered by global experts and executives in Digital Marketing to help you capitalize on the business opportunities in the U.S and China. 

  • 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.

Global Branding & Commerce in the Digital Era
Applying from China? Click Here
Global Branding in the Digital Era
PROGRAM CURRICULUM
Global Branding & Commerce in the Digital Era Program Schedule
  • THE GLOBAL DIGITAL MIND SHIFT US AND CHINA
    • An Unsustainable Co-dependency
    • 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
  • COMPANY VISITS (EXAMPLES)
    • Google
    • Huawei
    • IBM
    • Y&R
Basic Program Information
  • Location:
    New York City and New Haven, USA
  • Date:
    November 17-22, 2019
  • Tuition:
    $9,950
    (including lodging, select meals, classwork, materials, company visits and cultural activities)
    Special pricing is available as follows:
    Early bird pricing at $7,960 when registered before May 1
    A 20% tuition discount from full tuition price of $9,950 for CKGSB and Yale University Alumni.
    A 50% tuition discount from full tuition price of $9,950 for the second sibling of the same family.
    A 25% tuition discount from full tuition price of $9,950 for the second employee of the same company.
FEATURED FACULTY
  • Sun Baohong
    The Dean’s Distinguished Chair Professor of Marketing and the Associate Dean of Global Programs at CKGSB
    About
    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.
  • Ravi Dhar
    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
    About
    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 Bell
    Professor of Marketing, Academic Director of Advanced Management, Wharton School of the University of Pennsylvania
    About
    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 of Wharton's Advanced Management Program.
  • David Roth
    The CEO of The Store, the WPP Global Retail Practice, for Europe, Middle East, Africa and Asia
    About
    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 david.roth@wpp.com (www.wpp.com) and followed on Twitter at @davidrothlondon. He blogs on brands, retail, technology and more at davidroth.com
  • Jeffrey E. Garten
    The Dean of the Yale School of Management
    About
    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.
  • Vineet Kumar
    Assistant Professor of Marketing at Yale School of Management and an expert on Digital Strategy
    About
    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.
  • James A. Levinsohn
    Professor of Economics and Management of Yale School of Management
    About
    James A. Levinsohn is the Director of the Jackson Institute for Global Affairs, Charles W. Goodyear Professor in Global Affairs & Professor of Economics and Management at the Yale School of Management.
  • Yang Li
    Professor of Marketing at Cheung Kong Graduate School of Business
    About
    Yang Li is Associate Professor of Marketing at Cheung Kong Graduate School of Business. He received his Ph.D. from Columbia Business School and had taught undergraduate and MBA classes before coming back to China. His research focuses on big data marketing analytics, with emphases related to pricing, consumer choice, and competitive strategy.
  • Nathan Novemsky
    Professor of Marketing in the Yale School of Management
    About
    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
    Senior Fellow at Yale University’s Jackson Institute of Global Affairs and a Senior Lecturer at Yale’s School of Management
    About
    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
    Professor of Marketing at Yale School of Management
    About
    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
    Professor of Marketing, Yale School of Management
    About
    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
    Global Head of BrandZ™ at Millward Brown
    About
    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.
Partners
  • YALE SCHOOL OF MANAGEMENT
    About
    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.
  • WPP
    About
    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.
Get your Global Marketing Strategy now
  • How Digital and Innovation Thought Leadership are Fundamentally Shaping Business Models, Brand Strategy and Building Equity in Our Corporate Brand
    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.
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    Tara R. Marsh, director of content marketing, Wuderman, WPP, gave an interactive talk on the content marketing landscape. The audience learned about the changing relationships between brands, agencies, and publishers as well as the importance of delivering value to audiences if you wish to earn their time, attention, and business.
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