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 4, CONSUMER BEHAVIOR & PRODUCT POLICY
19-21 December 2008 (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