Advanced Management Program

MODULE 1:
GLOBALIZATION, STRATEGY AND INNOVATION
全球化，战略与创新
18-20 September 2009 (3 days in Beijing)

MODULE 2:
BRAND MANAGEMENT
品牌管理
16-18 October 2009 (3 Days in Beijing)

MODULE 3:
COMMUNICATION & RETAIL
沟通和零售
20-22 November 2009 (3 Days in Beijing)

MODULE 4:
CONSUMER BEHAVIOR & PRODUCT STRATEGY
消费者行为和产品策略
18-20 December 2009 (3 Days in Shanghai)

MODULE 5:
VALUE CHAIN & BUSINESS MODELS
价值链和商业模式
15-17 January 2010 (3 Days in Beijing)

MODULE 6:
FASHION CULTURE, CREATION & DESIGN
时尚文化，创意与设计
19-21 March 2010 (3 Days in Beijing)

CURRICULUM

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MODULE 2, BRAND MANAGEMENT
16-18 October 2009 (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