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Level II Programs
The programs at this
level offer participants an unparalleled range of study which enables
them to develop the functional skills required for a complete
understanding of operating a business as a total enterprise. The
objective of the Level II Programs is to lay a strong, broad managerial
foundation to prepare the participants for the responsibilities of
management positions with Multi-national or Chinese companies.
Program 204 - Advanced Marketing
Program 204 – Advanced Marketing
Program
Meets Once A Week
4 Instruction Modules Will Be Covered In 12 Three
Hour Sessions
1. Brand Marketing
This module is designed to provide
participants with: (1) an appreciation of the strategic importance and
significance of the discipline of branding; (2) a sound foundation in
consumer-brand behavior to inform the discipline of branding; (3) an
introduction to the opportunities and challenges that confront brand
strategists in today's increasingly competitive environment and (4)
familiarity with strategies and tactics involved in building,
leveraging, and defending strong brands.
2. Business Marketing
Selling to businesses is different
than selling to consumer markets in several ways. Typically, the orders
and the customers are bigger, and the buying process/buying unit is
more complex. Usually there is a need for a great deal of internal
coordination, and often a high level of customization and complex order
fulfillment. All of these demand a continuous and intensive interaction
with the customers. To manage business customers profitably over time,
one needs not only to have a good understanding of how these factors
interact but also be able to use this information effectively to make
integrative marketing decision that optimize the process of Creating,
Extracting, Sustaining value.
3. Target Market Identification
Participants will develop
a critical appreciation of the external forces that are shaping the
marketing manager's job in the global economy; learn when to use
different product-market entry and penetration strategies, when to
standardize or adapt marketing programs, when to centralize or
decentralize marketing decision making; and to determine how to
organize international marketing operations for maximum effectiveness.
4. Strategic Distribution Channel Management
This module
will attempt to study the nature of the evolution of distribution
channels in several industries such as industrial products, food
retailing, pharmaceutical products, apparel retailing, entertainment
sectors, etc. The focus of the module will be to understand the
underlying causes of such evolutionary change from the customer's
perspective. Demand Chain Management could, therefore, well serve as an
alternative title for the module. Even though the overall frame of the
module is pitched at the industry level, the module material, which is
heavily case-based, will pose managerial problems from the perspective
of an individual firm. Thus, a large part of the module will address
managerial issues concerning distribution and retailing such as
managing multiple channels, merchandising, store positioning, pricing,
managing channel conflicts, outlet expansion, etc.
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Da Tang International Entrepreneurial Management Certificate Program: The China Series
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