Advanced Management Program

MODULE 1:
GLOBALIZATION, STRATEGY AND INNOVATION
19-21 September 2008 (3 days in Beijing)

MODULE 2:
BRAND MANAGEMENT
17-19 October 2008 (3 Days in Beijing)

MODULE 3:
RETAIL & COMMUNICATION
14-16 November 2008 (3 Days in Beijing)

MODULE 4:
CONSUMER BEHAVIOR & PRODUCT POLICY
19-21 December 2008 (3 Days in Shanghai)

MODULE 5:
BUSINESS MODELS AND VALUE CHAIN
16-18 January 2009 (3 Days in Beijing)

MODULE 6:
FASHION CULTURE, CREATION & DESIGN
20-22 March 2009 (3 Days in Beijing)

CURRICULUM

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MODULE 2, BRAND MANAGEMENT
17-19 October 2008 (3 DAYS IN BEIJING)

Module 2 focuses on how to create, measure and manage brand assets, and improves participants’ability to develop and implement successful strategies for their brands.
Highlighting brand as one of the most valuable assets of the company, and brand management as an important issue related to fashion and a designer’s brand, during the module participants are introduced to the branding process, understanding how customers choose brands, identifying brand positioning and values.

In-depth discussions on the coherence between brand strategy, marketing strategy, communication strategy and the allocation of financial resources are facilitated.

FACULTY,
Jean-Noël KAPFERER, Professor of marketing, HEC Paris
LI Fei, Professor of marketing, Tsinghua SEM