主题：Corporate Identity: the Organization’s Competitive Advantage of the 21st Century
主讲：Dr. Jeremy KH Low
时间：5月17日（周一）晚上7点
地点：科技楼三号报告厅
主办：深圳大学经济学院
承办：经济学院学生会
Corporate Identity: the Organization’s Competitive Advantage of the 21st Century
In today’s business environment, whether you are for-profit, not-for-profit or government organizations, you are intensely competing with each other for market share or profits, and for efficiency and recognition. Most organizations have depended on traditional business and marketing strategies, and they are copying each others’ strategies to the extent, there is little difference among each other. Everybody is canceling each other out. However, within the last 10 years, there are companies or organizations that are performing exceptionally well using strategies that goes way beyond traditional strategies. For example, Apple Computers, Coco cola, IBM, etc., they are relying on a totally different set of strategies that have pushed them ahead of their competitors. What is so special and valuable that other organizations do not have? This is what we will be learning from this short seminar.
1 The Current Business Environment in Mainland China and the World:
§ Intense Competition at all levels
§ The 10 Competitive Forces that impact organization and its identity
2 What is Corporate Identity?
§ Key Questions and Constructs
§ Concepts in Corporate Identity
3 Stakeholders and Corporate Identity
§ Who are Stakeholders?
§ How do we identify who matters? Attributes of Stakeholders
4 Tools Used in Evaluating Corporate Identity of Organizations
§ ACCCID Tool Box
§ REDSS Process: What is it?
§ Key Misalignments
5 Case Study - Ryan’s Air (Group exercise)
§ What are the various identity types of Ryan’s Air?
§ What are the key misalignments?
6 Tools for Constructing Corporate Identity
§ Corporate Marketing Tools
§ Comparison between Traditional Marketing versus Corporate Marketing
§ 6 Cs Tools
7 Application of Corporate Marketing Tools
§ Application towards Ryan’s Air
§ Concluding Remarks
A Brief Profile of Dr. Jeremy KH Low
Dr. Jeremy Low obtained his Doctor of Business Administration degree from University of South Australia, and his MBA degree from San Francisco State University. He is currently the Adjunct Associate Professor of Marketing at Lingnan (University) College at Sun Yat-sen University. He also regularly teaches MBA and Bachelor courses in strategic management, International business and marketing for other institutions: University College Dublin, University of Bradford & University of Sunderland.
Apart from his teaching, Dr. Low is the Accreditation Advisor for Lingnan in their AMBA and EQUIS accreditation. In 2006, he has started his own healthcare management and tertiary education consultancy company and at the moment, as a business development consultant for Leader Medical Technology of the United States and Piyavate Hospital from Thailand looking into private hospital investments, and also tertiary institutions for Andrews University in Michigan, University College Dublin from Ireland and University of Bradford from England. Before he started his own business, he has more than twelve years at senior-level management experience and also has a wide network of business and personal associates in Hong Kong, Macau, Southeast Asia, Australia and the United States, and lived and worked in United States for almost 12 years and Singapore for 7 years.
Dr. Low was awarded The International Who’s Who for Professionals in Marketing in 1997 and 1998. He is also an active member of Hong Kong College of Healthcare Executives and Institute of Health Policy and Systems Research. His research interests are: corporate identities and strategies, international marketing especially market segmentation and healthcare management.