The sole purpose of an enterprise is to create customers, with and with only two basic functions, namely marketing and innovation.

——, Peter Druke, the father of modern management

From December 11th to 12th, the third course of EMBA2020 of University was successfully concluded. Mr.Zhuang Zhimin, a famous Chinese marketing combat and brand research expert and practical trainer, and Wu Yafeng, group director, president and chief technical officer, respectively served as the course lecturers of "Key Customer Marketing and Customer Relationship Strengthening" and "Innovation and Entrepreneurship". In the two-day course, we discussed marketing and innovation together.

In the fierce market economy conditions, we are experiencing the era of marketing, we must establish a market-oriented operation mechanism to make the enterprise invincible. Mr.Zhuang Zhimin, a famous actual marketing combat and brand research expert and practical trainer in China, taught the course of "Big Customer Marketing and Customer Relationship Strengthening". The course is conducted from four dimensions: marketing thinking training and customer experience, and Chinese marketing and marketing methodology; it introduces three causes of Chinese marketing selective management, relational culture and its development process, and analyzes the marketing differences between state-owned enterprises and private enterprises. From the four elements of customer stickiness, customer loyalty, brand reputation and unexpected, we analyze how to strengthen customer relationship, and conclude that strengthening user experience is the hard truth of marketing. From the most important initial visit to the number of transaction visits (duration), we introduce the six skills of customer communication, marketing process and business transaction skills of in-depth visit combined with examples. At the end of the course, it points out that the best marketing way for enterprises is to walk together with customers, to create value for customers, and not to make excessive commitment, but to seek excessive value delivery.

With the development of The Times, many industries have been very different from their birth, or even subversive changes. This is not only has the needs of the new era, but also the active innovation and bold change of practitioners. Wu Yafeng, director, President, and Chief Technology Officer and master of China Europe International Business School, teaches the course of Innovation and Entrepreneurship. The course analyzes the three stages of industry evolution and enterprise development: technological innovation, management innovation and service innovation, and domestic and foreign industry trends and innovation direction and disruptive innovation, promote innovation, realize innovation and curiosity through insight and logic. Course the second part from the two modes of entrepreneurship-rocket launch and lean entrepreneurship, system introduces the contains the content of the lean entrepreneurship, lean entrepreneurship must adhere to the five principles, theory with practice image explains the principle of the entrepreneurial problem, entrepreneurial methods, entrepreneurship through three stages, concluded that the essence of lean entrepreneurship is trial-and-error learning, the essence of trial-and-error learning is induction. The course ends up returning to the founder himself to develop sensitivity, beauty and inspiration. Perfect lean entrepreneurship is inseparable from the traction of values.

Marketing and innovation, which is the requirement of the era of knowledge economy, but also to meet new challenges and adapt to the new environment changes. Through the two-day wonderful course study, the students have a deeper understanding of marketing, innovation and entrepreneurship, and will actively apply the theories and knowledge they have learned into practical work, constantly improve their ability and level, and contribute to the development of the company.