Global Branding & in the Digital Era

Elevate brand presence through digital marketing. those in marketing theories and best practices strengthen corporate brand Use emerging technologies retain consumers, including data and digital retail

 

Program overview

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.

Who should attend:

Executives

Executives who make business decisions, that affect the company’s financial result.

Investors

Investors who are interested in the future of the Fintech sector

Entrepreneurs

Entrepreneurs who are involve in a Fintech start-up project.

Program Curriculum

Module
1
Module
01

THE GLOBAL DIGITAL MIND SHIFT US AND CHINA

  • THE GLOBAL DIGITAL MIND SHIFT US AND CHINA
Module
2
Module
02

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
Module
3
Module
03

LEVERAGING DATA TO TRANSFORM BRANDING BIG DATA

  • The Path to Evidence-Based Management
  • Rethinking CRM in the Big Data Era
Module
4
Module
04

WINNING IN DIGITAL MOMENTS OF ENGAGEMENT CUSTOMER-CENTRIC MARKETING

  • Platform Economy: Framework for Digital Transformation
  • Location is (Still) Everything
Module
5
Module
05

STRATEGIZING FOR A DIGITALLY TRANSFORMED MARKETPLACE

  • New Media and Mobile Marketing Tactics
  • Digital Transformation
  • Case study and group presentations
Module
6
Module
06

COMPANY VISITS (EXAMPLES)

  • Google
  • Huawei
  • IBM
  • Y&R

Fee & Discount

  • Fee: $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.

Selected Faculty

SUN Baohong

Dean's Distinguished Chair Professor of Marketing
Director of the CIM Center
Associate Dean for CKGSB Americas and Global Programs
PhD, University of Southern California

Areas of Expertise:

Big Data Marketing, Consumer Behavior and Trends, Customer Relationship Management, Digital Branding and Marketing, Dynamic Structural Models and Interactive Marketing Mix, E-commerce, Pricing Strategy, Social Commerce
About

Dr. Cao earned a PhD in Finance in 1995 from UCLA and a PhD in Pathology in 1991 from Yale University. In 2016, he was on the list of “China’s Most Cited Researchers” unveiled by Elsevier, the world’s famous provider of scientific, technical, and medical information.

Before joining CKGSB, he taught at UC Berkeley, UCSD, Ohio State University, Carnegie Mellon and UNC Chapel Hill. Cao’s research has been published in journals including Journal of Finance, Review of Financial Studies, Journal of Financial Economics, Journal of Economic Theory, Journal of Business, Review of Finance and Marketing Science. Cao is the co-editor of International Financial Review and sits on the editorial board of Annals of Economics and Finance and China Financial Review. Cao has been speaking about blockchain technology globally, his speech topics include “A New Paradigm of Blockchain”, “The Parallel World on Blockchian” etc.

Ravi Dhar

George Rogers Clark Professor of Management and Marketing & Director of the Center for Customer Insights

Yale School of Management

Areas of Expertise:

Brand Management, Consumer Behavior, Marketing
About

Ravi Dhar is the George Rogers Clark Professor of Management and Marketing and Director of the Center for Customer Insights at the Yale School of Management. He also has an affiliated appointment as Professor of Psychology in the Department of Psychology, Yale University.

He is an expert in consumer behavior and branding, marketing management, and marketing strategy and a leader in bringing psychological insights to the study of consumer decision-making. His research focuses on using psychological principles, such as limited self-control and cognitive limitations in processing information, to investigate fundamental aspects about the formation of consumer preferences and goals in order to understand consumer behavior in the marketplace.

David Bell

Co-founder, Idea Farm Ventures
Former Chair Professor of Marketing, Wharton
Direct-to-consumer brands advisor

Areas of Expertise:

Branding, Consumer Behavior, Consumer Information Processing and Psychology, Corporate Social Responsibility, Design and Structural Effects of Physical Environment, Innovative Business Models, Modern Philanthropy, Tencent
About

David is President and Co-Founder at Idea Farm Ventures (IFV), a consumer venture studio based in New York City. Prior to IFV, he had a 20-year academic career at the Wharton School where was a Chaired Professor, award-winning researcher and teacher, and developed Wharton’s first courses on digital marketing and e-commerce. David is an active seed investor in next-generation consumer and retail brands, including Bonobos (acquired by Walmart for $310m), Harry’s (acquired by Edgewell for $1.4b), Jet.com (acquired by Walmart for $3.3b), Quidsi (acquired by Amazon for $545m) and Warby Parker (privately held), among numerous others.David speaks globally on digital marketing and e-commerce for clients including Alibaba, Google, Haier, Nike, and Ralph Lauren. He is also author of Location is (Still) Everything: The Surprising Influence of the Real World on How We Search, Shop, and Sell in the Virtual One, an authoritative book on how to win in the digital economy. His academic research is published in Journal of Consumer Research, Journal of Econometrics, Journal of Marketing, Journal of Marketing Research, Management Science, Marketing Science, MIT Sloan Management Review and California Management Review. He is a recipient of the Frank M. Bass Outstanding Dissertation Award, POMS Applied Research Challenge First Place Award, WISE Overall Best Paper Award, three John D.C. Little Best Paper Finalist Awards, and two INFORMS Long Term Impact Finalist Awards, among others.David holds a Ph.D. from the Graduate School of Business and an M.S. in Statistics, from Stanford University, as well as an M.Com. (1st Class Honors) and B.Com. from the University of Auckland. He is a US Permanent Resident and New Zealand Citizen and resides in New York City.

David Roth

CEO, EMEA & Asia, WPP

Areas of Expertise:

Global Branding, Retail, E-Commerce
About

David has a passion for retail, digital technology, eCommerce and brands. He is an authority on China where these forces are colliding fast.

He writes and lectures on China, brands, retail and technology around the world, author of several books and publications about brands and China.

David is an enthusiastic photographer with a mission to move from enthusiastic to good.

David is the CEO of The Store WPP, EMEA and Asia. The WPP Global Retail Practice.

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.

Li Yang

Associate Professor of Marketing
 
PhD, Columbia Business School

Areas of Expertise:

Machine Learning, Bayesian Nonparametrics, Big Data, Choice Modeling, Text Mining, Recommender Systems
About

Dr. Li is Associate Professor of Marketing at Cheung Kong Graduate School of Business. He received a Ph.D. in Marketing from Columbia University, a M.S. in Biomedical Engineering from Columbia University, and a B.S. in Electronics from Peking University. His research focuses on big data marketing analytics, with emphases related to pricing, consumer choice, and competitive strategy. Professor Li has published on leading academic journals such as Management Science, Marketing Science, and Journal of Marketing Research. At CKGSB, Dr. Li teaches marketing management to MBAs, EMBAs and Executive Education. He has also consulted for Tencent, Baidu and Yonghui Groups, and currently holds a US patent.

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

Yale School of Management

Former Chairman, Morgan Stanley Asia

Former Chief Economist, Morgan Stanley

Areas of Expertise:

Economics
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.”

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

CEO, Kantar China

Global Head of Brandz, Kantar Millward Brown

Areas of Expertise:

Global Branding, Marketing
About

Doreen currently leads the global BrandZ engagement across 51 countries, the launch of BrandZ Global Top 100 Most Valuable Brands, and the China, Brazil, India, Indonesia, Saudi Arabian, Spanish, UK and U.S. annual rankings. Doreen plays a leading role in providing branding consultancy services to top global companies and fast-growing companies in China. She is often invited as the plenary lecture speaker on prestigious forums including the UK House of Commons, Bloomberg News, Wall Street Journal and Cambridge Judge Business School.

Partners

YALE SCHOOL OF MANAGEMENT

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

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.

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Past Organizations