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Dates & Times
Start Date/Time: Tuesday, June 24, 2008 at 8:30am
End Date/Time: Tuesday, June 24, 2008 at 3:00pm
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Venue/Location
The Harvard Club
27 W 44th St
New York, NY 10036
(212) 840-6600
Registration Fees
| Member Rate | Non-Member Rate | ||
| Program Registration Fee | $395 | $495 | |
Course Description
There is no course description for this training class.
Class Agenda
8:30-9:00: Registration & Coffee
Topics Covered:
- Understanding the mindset of the Chinese Consumer
The session will discuss how marketers of some of the world's leading brands come to China with mistaken ideas of how to apply Western thinking to the marketplace. Many multinational companies make serious pitfalls before figuring out the Chinese consumer mindset. Lesson will be learn about the importance of culture in shaping buying decisions, and attendees will be provided tools to better understand a Chinese consumer's fundamental motivations.
- Case Studies for Designing and Implementing Marketing Plans in China
The session will underscore the complexity and diversity of Chinese society while discussing how to better define target audiences and communications objectives. A current portrait of the media landscape will also be presented, including the importance of mobile, internet, word-of-mouth and outdoor. Outlined will be how many companies new to China choose to target both and ex-pat and local audiences with varying degrees of success.
- How Chinese Youth Now Influence both China & the West
A look at the cultural shifts and new mega-trends now taking place among Chinese youth that are beginning to influence wider Chinese culture and offer important implications for Western business
- Is China Winning the Tech Race?
China's recent explosion of new technologies and big money opportunities have caused the country to feel like Silicon Valley at the height of the dot-com boom, complete with an enterprising new generation of innovators. What are China's versions of Google, Yahoo, eBay, Amazon, YouTube, and MySpace? What does this mean for tech companies in particular and global marketers in general? Will the next Steve Jobs come from China?
Speakers include China experts who are published authors, advisors and industry practitioners, who have lived and worked in China, including:
- Janet Carmosky, CEO of China Business Network.
- Dr. Alex Gordon, Founder of Sign Salad
- Rebecca Fannin, Author of Silicon Dragon - How China Is Winning the Tech Race