Crafting Credible and Effective Marketing

Apr 22-2019   

In marketing, craftsmanship is more than just the stereotype of being focused on perfecting products, says NSD Prof. Zhang Li in a recent MBA open class; Rather, craftsmanship covers all aspects of marketing, from minutely de-constructing the needs and demands of customers, analyzing and improving customer experience by standing in their shoes, and relentlessly improving product quality, to executing long-term campaigns and explaining value propositions. He shares the latest researches, both his own and by other scholars, as well as case studies to shed light on the application of craftsmanship in marketing. Gone are the days when companies could just focus on gobbling up market share through expansion and ad bombardments; Getting to know the customers well and building strong connections with them pays off decently, as their referrals are proved to generate higher margins and post lower turnover. By introducing systematic frameworks for product and branding, both of which form the essence of marketing, Prof. Zhang advocates staying true to value creation for customers. On the sideline of the open class, the audience also got to learn more about the world-class MBA programs at BiMBA Business School - one jointly with UCL and the other with Vlerick, both of which have taken years of crafting to be the best in China.