and diversity of our faculty and students, the
passion of our alumni for the school and what it
stands for, and the breadth of our vision of
The Yale School of Management forges links to
practicing managers both through its ongoing
research into management topics and through its
executive education programs. In executive
education, the School specializes in seminars on
timely topics and customized programs devoted
to specific areas of concern to senior managers.
Renowned faculty engages the participants with
their teaching and brings their research into the
Strategic Marketing For more information about the Yale School of
Management Management, visit: http://mba.yale.edu.
In order to succeed in the intensely competitive
April 29 – May 1, 2005 global marketplace of today, a firm must have a
well-defined marketing strategy to identify targets
Develop effective marketing strategy and effectively position products and services to
for your product and services these targets. Successful value creation and
Discover the key drivers of differentiation is the key determinant of success
competitive value creation for any marketing strategy. Strategic Marketing
Management is a rigorous three-day program
Explore how the customer defines
that will provide you with new frameworks and
your strategic options. perspectives and cutting edge techniques to
Build and exploit brand equity. manage your products and service offerings in
the marketplace. Topics included will be
About Yale University competitive advantage, customer analysis and
Founded in 1701, Yale University is one of the insights, branding, customer relationship
world’s great centers of learning. Yale’s $10.4 management, and the product life cycle. By
billion endowment ranks second in the US. Yale helping you anticipate potential competitive
University comprises three major academic responses to your actions, this course will help
components: Yale College (the undergraduate you develop effective marketing strategies for the
program), the Graduate School of Arts and long term.
Sciences, and ten professional schools. In
addition, Yale encompasses a wide array of As a participant in this program, you will:
research organizations, libraries and museums,
and administrative and support offices. • Understand customers’ perceptions and
Approximately 11,250 students attend Yale. preferences.
• Understand the value of a customer
About the Yale School of through concepts such as lifetime value,
acquisition and retention of customers.
Management • Assess opportunities in the marketplace
The mission of the Yale School of Management • Analyze competitive strategies.
is to educate leaders for business and society. • Develop a product/service positioning
Our goal is to prepare men and women who will and marketing strategy that capitalizes
be leaders in their organizations and on the most attractive opportunities.
entrepreneurial ventures, and who will be • Build and exploit brand equity.
leaders in their communities. Our philosophy is
• Translate marketing strategy into sound
that superb business and management skills are
a critical ingredient for leadership in every sector
of the economy -- private, public, and nonprofit.
Indeed, our graduates have been extraordinarily Who Should Attend
successful in all three arenas. Participants will be managers who have direct
responsibility for marketing or have duties that
include marketing. Marketing managers,
We believe the factors which most distinguish us
planning managers, product managers,
from other business schools are our highly
marketing consultants, marketing researchers or
personal learning environment, the excellence
other general managers associated with the • Key Purchase Drivers
development of strategic marketing plans in all
industries will benefit from attending this Market Segmentation
program. • Standardization versus Customization
• Mapping the segmentation process
Upon successful completion, students will • Traps in developing effective segmentation
receive an executive certificate from the Yale
School of Management. Product Positioning Strategy
• Determining market attractiveness
Program Dates and Fees • Mass Marketing vs. Niche Marketing
• Evaluating a positioning strategy
April 29 – May 1,
Hong Kong US$4,000 Customer Relationship Management
The program will meet for three days and the fee • Measuring Customer Equity
include tuition, lunch and all instructional • Customer Portfolio Analysis
materials. • Customer Retention Strategies
Program fees are payable by check or money
order and are required in advance in order to
confirm your registration.
Customer Satisfaction & Loyalty
• Measuring customer satisfaction
Program Outline • Strategic role of customer satisfaction
Market Driven and Market Driving Strategy • Loyalty based Management
• Drivers of Differentiation • Building and Managing Brand Equity
• Understanding Competitive Dynamics • Brand Equity Framework
• Achieving sustainable competitive • Leveraging Brand Equity
advantage • Managing Portfolio of Brands
Role of the Customer Analysis in Value
• Customer Motivations and Values
• Customer Choice Analysis
Comments from Past Participants
“The mixture of concepts and frameworks "Great lectures, stimulating discussions and interesting
provides an excellent understanding of marketing classmates make this intensive program one not to be
management. Also, the participants' outlook and missed! The program helped me better understand
experience brought a wealth of learning to the other areas in our company and identify areas of
Kan Kui Fat Nieuwland Arno Adrianus Johnannes Maria
Director - Sales & Marketing Global Marketing Manager
Ingram Micro (China) Ltd. Mico Electric (HK) Ltd.
“A wide variety of marketing strategy concepts and "The superior faculty instruction, the intensity of study,
applications in many different contexts, presented and the incredible range of workplace experiences and
by an excellent faculty. Interaction with the other knowledge held by the participants are all invaluable
marketing professionals added to our learning assets."
Chek Boon Wong
Mak Shu Kay Manager - Finance, Logistics & MIS
Department Head Philip Morris Asia Ltd.
Hong Kong Aircraft Engineering Co Ltd
TIME DAY 1 DAY 2 DAY 3
Introduction to Creating Value: Building Building Competitive
CLASS 1 (1.5 Marketing a Brand Advantage
hours) Management /
9:00am to Defining Customers’
10:30am to Tea/Coffee Break Tea/Coffee Break Tea/Coffee Break
CLASS 2 (1.5 Advances in Buyer Extending a Brand: Case: Dell Computers
hours) Behavior Armani Exchange
LUNCH LUNCH LUNCH LUNCH
CLASS 3 (1.5 Positioning Formulating Pricing Growing in Mature
hours) Strategies / Target Strategy Markets
1:30pm to Market Selection
CLASS 4 (1.5 Positioning a Case: Marlboro Finale: Customer
hours) Product Management
3:00pm to Case: Colgate
Tea/Coffee Break Tea/Coffee Break Tea/Coffee Break
Guided Exercise + Guided Exercise + Wrap-Up and
Preparation Case Preparation Case Preparation Discussion
(1.5 hours) (Armani + Marlboro) (Dell Computers)
4:30pm to Photo Session &
Professor of Marketing
Yale School of Management, Yale University
Ravi Dhar is Professor of Marketing at the Yale School of Management. He also has an affiliated appointment
as Professor of Psychology in the Department of Psychology, Yale University.
He is an expert in consumer behavior and branding, marketing management and marketing strategy. He has
been a consultant to companies in a wide variety of industries, including high tech and luxury goods. His
research involves using psychological and economic principles to identify successful consumer and competitive
strategies in the offline and online marketplace. He has been involved in pioneering work in understanding the
different factors that influence consumer choice.
His work has been mentioned in Business Week, The New York Times, The Financial Times, The Wall Street
Journal, The Economist, USA Today and other popular media. He has been a visiting professor at HEC
Graduate School of Management in Paris, at Erasmus University in the Netherlands, and at the Graduate
School of Business, Stanford University.
Ravi has written more than 25 articles in the leading marketing journals. He serves on the editorial boards of
leading marketing journals, such as Journal of Consumer Research, Journal of Marketing Research, and
Marketing Science. He has led marketing seminars for senior executives in Asia, Europe, North and South
The program will be held at the prestigious Pacific Place Conference Centre. Pacific Place affords all amenities,
including three international five-star hotels, luxurious department stores. Conveniently located in Hong Kong’s
Admiralty district, Pacific Place is easily accessible by MTR, bus, tram and taxi.
Pacific Place Conference Center
Level 5, One Pacific Place
Once you have been admitted to one of our programs, an acknowledgement letter will be sent within one week.
Registration does not guarantee admission; an Admissions Committee will review all complete
registrations and confirm with the applicant within one week.
For More Information
Arium Consulting & Education Pte Ltd
35 Selegie Road #09-28 Parklane Shopping Mall
Tel: 65-6338 0727
Fax: 65-6338 0985