Register
Register online at: https://www.ana.net/training/trainingclass/LFA-APR08
Dates & Times
Start Date/Time: Tuesday, June 24, 2008 at 8:30am
End Date/Time: Tuesday, June 24, 2008 at 3:00pm
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
9:00-9:15: Introductions
- Contemporary Business in China
A brief overview of contemporary business in China by Kirsten Sandberg, Executive Editor of Harvard Business Press, who has edited and collaborated on a number of China books including Tarun Khanna's recent books, Billions of Entrepreneurs: How China & India are Reshaping their futures and yours.
9:15-10:30
- Trends in Chinese Marketing and Advertising by Greg Paull, Founder & Principal, R3
How do marketers-multinational or local- work, pay and motivate their agencies? A recently-completed, six-month research study by R3 of 400 Senior Marketers in China outlines these crucial issues. This study was originally completed in 2006, and already the differences in trends in two years are significant. This will be the first time this study will be presented in the United States.
10:30-11:00
Questions & Discussions moderated by Kirsten Sandberg, Executive Editor of Harvard Business Press (Coffee Break)
11:00-11:45
- Chinese Youth Culture: How It Is Changing China and What That Means for the West by Dr. Alex Gordon, Founder of Sign Salad
Cultural shifts and new mega-trends are now taking place among Chinese youth that are beginning to influence wider Chinese culture and offer important implications for Western business. Youth is now also a metaphor for change in Chinese culture. What are the key signs of "youthful" or new changes and what can they tell us about an evolving Chinese culture?
11:45-12:15
Questions & Discussion moderated by Kirsten Sandberg
12:15-1:15 LUNCH
1:15-2:00
Questions & Discussion moderated by Kirsten Sandberg
- Is China Winning the Tech Race? by Rebecca Fannin, Author of Silicon Dragon-How China is 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?
2:00-2:15
Questions & Discussion moderated by Kirsten Sandberg
2:15-3:00
- Selling a Global Brand to Chinese Customers: Case Studies by Janet Carmosky, CEO of The China Business Network.
To the extent that Chinese have never heard of your brand, Chinese market entry presents a clean slate for positioning. To the extent that China's society and media landscape differ from those in our home markets, Chinese market entry presents this dilemma: spend time understanding the reality of how China works, or spend money spinning your wheels. Marriott began opening hotels in China in the 1990's. Now established as an international brand, local to markets in China, they're now extending their franchise to appeal to Chinese executives with global itineraries. Exactly how have they done it?
3:00-3:15
Questions & Discussion moderated by Kirsten Sandberg