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Introduction to Strategic Marketing and Brand Management

Picture
Course Time:
11-11:50 am Saturdays

Course Description:
Join Gloria Ma in this experimental and intriguing journey to learn all fundamentals about strategic marketing and brand management. In this introduction course, Gloria will take the future marketers through the key concept of marketing management; from the framework of forming marketing and positioning strategy to develop an omni-channel campaign from ideation. The course will be highly interactive and practical to cater the young learners’ curious minds. Course format will be a blend of lecture, class/group discussion, and real-world case studies.

About the speaker:
Gloria is a passionate commercial and marketing leader with 20 years of multi-sector experience
spanning across Consumer-Packaged Goods (Procter & Gamble), Luxury Retail (L’Oreal), and Medical
Devices (Johnson & Johnson, Allergan, Align Technology, Inc.). She has managed comprehensive
portfolios and launched blockbuster brands to both consumers and Healthcare Professionals covering a
wide geographic region, particularly in Asia Pacific and North America regions.
Gloria is passionate about solving complex business challenges and drive long-term brand success.

Gloria received her B.A. in Journalism and Communication from Communication University of China in
Beijing, and M.B.A. in Marketing and Strategic Management from The University of Iowa.  

Target Audience:
Primary target is middle and high school students who are interested in learning more about marketing management or interested in potentially pursuing a marketing and brand management degree and/or career.

Textbook:
N/A

Curriculum:
Fall Semester (September – December)
Class 1: 
The fundamentals of marketing strategies
  • Definition of marketing strategy and its applications
  • Marketing Mix and introduction of 4P and 7P principles
  • SWOT analysis
Class 2: 
How to define a competitive strategy, Brand and brand equity
  • Porter’s 5 forces and its applications
  • 3 generic strategies
  • What’s brand equity and how to define your winning brand equity
Class 3:
Segmentation, targeting and positioning
  • The art and science of segmentation
  • Strategic selection of target market
  • Positioning
Class 4: 
Bring it all together: HBR Case study I
  • HBR case study to further illustrate concept taught in Class 1 and 2
  • Group and individual work assignment
Class 5: 
Marketing research
  • Categories of marketing research and basic methodology
  • How to draw insights and conclusions from market research for decision making
Class 6: 
The art of advertising
  • The process of advertising development
  • Fundamentals of advertising
  • How to work with advertising agency
  • How to write a brief
Class 7: 
HBR Case study II
Class 8: 
Introduction of digital marketing
  • Digital marketing vehicles and effectiveness
  • The art of Social media
  • Journey mapping
  • Retargeting tactics
Class 9: 
Understanding Analytics and Data Insights
  • Basics of data analytics
  • Draw insights from data to ‘tell a story’
  • Data driven decision making
Class 10: 
Product development: from ideation to realization & Global Marketing
  • Insight driven ideation
  • Product testing and validation
  • Launching a new product



Cary Chinese School (CCS) is a 501(c)3 nonprofit educational organization that aims to promote Chinese language literacy and enrich cultural diversity within our community.

Program:

Register 注册
Chinese Class 中文课
Activity Class 活动课

Class LocatIon:

Panther Creek High School
6770 McCrimmon Pkwy,
​ Cary, NC 27519

Mailing Address:

Cary Chinese School
P.O. Box 1542
​Cary, NC 27512
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