News Center



Home News Center News

Build A Moat for Corporate Communication from 0 to 1

Aug 07-2020   



How to make brand communication more appealing in the digital era? In what ways should start-ups use PR? These questions and more were answered in a recent webinar by some student ambassadors and alumni of BiMBA Business School who have garnered significant experience in the mar-com industry.

 

Ms. Lucy Liu, Assistant Dean of the NSD and Director of its MBA Center, said in her opening remarks that the rich offering of marketing courses at BiMBA has been contributing to the heightened rationality and calm of the students when facing various marketing phenomenon. The two MBA programs at BiMBA, namely PKU-Vlerick MBA and PKU-UCL MBA, pride themselves on teachers with excellent experience, students of diverse backgrounds, and pedagogy based on solid research. Many a student has said that studying at BiMBA not only enhances their academic performance but also inspires their views on life, which is especially valuable for a future brimming with uncertainties.

 

Ms. Meng Shan, PKU-Vlerick part-time MBA Class of 2019 and currently CEO assistant at a platform for high-tech startups, shared her methodology in making a PR plan and drew particular attention to the construction of a Message House. As a PR veteran, she believed that three skills are of utmost importance: storytelling, relationship-building, and creativity. For her, taking an MBA is like building a moat for her long-term competitiveness – it’s at BiMBA that she starts to understand the essence of business, get beyond her original social circles, and be on the constant search for a wider world.

 

On the topic of breaking down innovation boundaries, it was Ms. Mu Dan, PKU-UCL part-time MBA Class of 2018 and currently Global Video Producer at Amazon, who presented the breakthroughs brought about by technology. AI has drastically slashed the production costs of videos and improved productivity. The evolution of technology will push humans to improve their skills and adjust their mindset, she said, adding that the blurring of the line between technology and art will require employees to have both competences.

 

Startups often have a hard time using PR. Ren Chong, an MBA alumnus whose PR track record spans sohu.com, Ogilvy and Wanda, dispelled the confusion concerning some common issues when delivering PR for startups. Under tight budget constraints, it’s advisable to focus on quality PR, for example by holding exclusive press meetings participated by a limited number of journalists. Even if only one of the media goes on to make the news big, its report is likely to be picked up by some other media and a good effect and influence is thus achieved.

 

Build A Moat for Corporate Communication from 0 to 1

Aug 07-2020   



How to make brand communication more appealing in the digital era? In what ways should start-ups use PR? These questions and more were answered in a recent webinar by some student ambassadors and alumni of BiMBA Business School who have garnered significant experience in the mar-com industry.

 

Ms. Lucy Liu, Assistant Dean of the NSD and Director of its MBA Center, said in her opening remarks that the rich offering of marketing courses at BiMBA has been contributing to the heightened rationality and calm of the students when facing various marketing phenomenon. The two MBA programs at BiMBA, namely PKU-Vlerick MBA and PKU-UCL MBA, pride themselves on teachers with excellent experience, students of diverse backgrounds, and pedagogy based on solid research. Many a student has said that studying at BiMBA not only enhances their academic performance but also inspires their views on life, which is especially valuable for a future brimming with uncertainties.

 

Ms. Meng Shan, PKU-Vlerick part-time MBA Class of 2019 and currently CEO assistant at a platform for high-tech startups, shared her methodology in making a PR plan and drew particular attention to the construction of a Message House. As a PR veteran, she believed that three skills are of utmost importance: storytelling, relationship-building, and creativity. For her, taking an MBA is like building a moat for her long-term competitiveness – it’s at BiMBA that she starts to understand the essence of business, get beyond her original social circles, and be on the constant search for a wider world.

 

On the topic of breaking down innovation boundaries, it was Ms. Mu Dan, PKU-UCL part-time MBA Class of 2018 and currently Global Video Producer at Amazon, who presented the breakthroughs brought about by technology. AI has drastically slashed the production costs of videos and improved productivity. The evolution of technology will push humans to improve their skills and adjust their mindset, she said, adding that the blurring of the line between technology and art will require employees to have both competences.

 

Startups often have a hard time using PR. Ren Chong, an MBA alumnus whose PR track record spans sohu.com, Ogilvy and Wanda, dispelled the confusion concerning some common issues when delivering PR for startups. Under tight budget constraints, it’s advisable to focus on quality PR, for example by holding exclusive press meetings participated by a limited number of journalists. Even if only one of the media goes on to make the news big, its report is likely to be picked up by some other media and a good effect and influence is thus achieved.