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 4, CONSUMER BEHAVIOR & PRODUCT STRATEGY
18-20 December 2009 (3 DAYS IN SHANGHAI)

This module looks closely at the ongoing developments in consumer behavior in several major geographic markets, focusing on fashion, luxury or home decoration segments.

Examining how one can maintain brand values, core identity and distinctive product features, while at the same time, remaining in fashion and close to what consumers expect at any particular time.

Questioning the relationship between consumer developments and brand/retailers strategies, and defining how marketing management should adapt to the new rules of the game.

FACULTY,
DANIÈLE CLUTIER, Professor of Fashion Marketing, IFM
WANG Gao, Professor of marketing, Tsinghua SEM
Marylise HEBRARD, Director of the Sino-French Training and Exchange Centre in Notarial and Legal Studies, Shanghai