BOOST YOUR LUXURY BUSINESS IN CHINA
Mode: Executive Course
Length: 30 hours (6 days)
Date: 2015-11-13 to 2016-01-09
Application Fee: 200RMB
This executive course has been designed for managers of international luxury brands that are focused on China. It will give you the keys to boosting your operations in China by looking at three perspectives: the brand, the consumer, and digital tools.
This executive education course consists of three sessions of two days each. Each session will include talks by consultants based in China and working with international brands, as well as keynotes from expert practitioners in the field. There will also be panel discussions and practical, hands-on workshops.
It addresses three key questions from the point of view of an international luxury brand in China:
What is the story of your brand, its identity and the emotional promise to the consumer? This session will help you to define or re-define your brand identity, and to tell a brand story consistently across multiple platforms that speaks to the Chinese consumer.
Who are you talking to? Who are your current and prospective clients? This session will give you an understanding of the evolution of the Chinese consumer, and help you to use market research and big data analysis to define the motivations and behaviors of different consumer profiles, including residents of third- and fourth-tier cities and wealthy international travellers.
How can you use digital tools to tell this story more often and more effectively? This session will show you how to enhance your digital strategy in order to harness the full potential of this market, including a more effective use of social media, and the challenges and opportunities of e-commerce in China.
You are a manager with operational responsibility for an international brand focused on China, for instance, country manager, marketing and communications manager, digital manager, retail manager.
You Will Learn
- To define your brand identity and tell its story in a consistent way across multiple platforms – including the product itself, advertising, visual merchandising, and events
- To adapt your brand story so that it speaks to a Chinese consumer without distorting its DNA
- To understand the evolution of the Chinese consumer and define a series of consumer profiles
- To use big data analysis and market research best practices to create enriched consumer profiles
- To adapt your digital marketing strategy for the highly-connected and innovative Chinese digital landscape
- To define and create a presence on social media and in e-commerce that is appropriate to your brand and to the local market
This school offers programs in:
Last updated June 7, 2016