Programme Features

Agile Consumer Insights

The global economy has evolved from the physical economy of the 18th century (1.0) to the emotional economy of the 21st century (3.0), experiencing iterations of three major economic systems. This evolution aligns with the development trend of marketing from 1.0 to 5.0.

In the era of emotional economy, consumers increasingly value soft skills such as empathy, interpersonal relationships, experiences, and emotional value. Brands need to gain a deep understanding of consumers' minds and decision-making processes through sharp consumer insights to uncover the essence behind marketing phenomena.

• Data-driven Insights: Precisely capture consumer needs and behavioral patterns through zero-party data, first-party data, and AI analytics tools.
• Humanized Understanding: Combine consumer psychology and neuroscience to decode consumers' decision-making process.
• Formation of Emotional Loop: Consumer emphasis on emotional value drives brands to enhance emotional service levels, fostering brand preference and loyalty.

Related Modules:

• "IMC Principles": Master the core logic of integrated marketing communication.
• "Consumer Psychology": Learn about consumer behavior and decision-making psychology.
• "Consumer Insights Framework": Master data-driven insight tools and methods.
• "Experience Design and Demand Management": Design consumer-centered experience journeys.

Precise Market Positioning

The impact of technology on the economy and marketing is revolutionary. From VR, AR, and blockchain before the pandemic, to the rise of the metaverse during the pandemic, and the recent outbreak of generative AI (such as DeepSeek, Kimi, Gemini), brands must understand the principles and applications of these disruptive technologies under the trend of Industry 4.0 and combine them with classic marketing theories (such as 4Ps) to achieve "the integration of principles and techniques."

• AI Empowerment of 4Ps:
  • Product (or Service): Achieve batch personalization through AI, provide precise recommendations based on consumer historical data, and enhance customer satisfaction and loyalty.
  • Price: Utilize AI combined with macro and micro data to dynamically adjust pricing strategies and increase profitability.
  • Place: Integrate online and offline channels to create a seamless personalized consumer experience.
  • Promotion: Generate cross-media content through AI, achieve precise delivery, and evaluate effectiveness.
• Humanized Technological Applications: In the context of the emotional economy and Marketing 5.0, when brands use technology to empower marketing, they must focus on humanization to take a leading position in the minds of target customers.

Related Modules:

• "Marketing Strategies in the Digital Age": Master the application of digital and intelligent technologies in marketing.
• "AI and Marketing Decision Making": Leverage AI to optimize marketing strategies.
• "Corporate Resilience and Sustainable Marketing": Learn how to enhance brand long-term value through sustainable development strategies.

Unique Marketing Communication Strategy

Population structure is the third key factor influencing IMC. Global aging populations, negative population growth in mainland China, and the rise of the Alpha generation bring new challenges and opportunities for brands.

• Social Marketing and Brand Communication: Build deep connections between brands and consumers through community operations and user-generated content (UGC).
• Cross-Platform Content Management: Design differentiated content strategies and communication channels for different groups (such as the Alpha generation and the elderly).
• Effective Public Relations and Crisis Management: Develop crisis plans in advance during brand communication and maintain brand reputation through efficient public relations management.

Related Modules:

• "Social Marketing and Brand Communication": Master community operations and user interaction strategies.
• "Cross-Platform Content Management": Learn multi-platform content distribution and performance optimization.
• "Effective Public Relations and Crisis Management": Enhance brand resilience and respond to complex communication environments.

Learning Journey

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