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MBA Exclusive Lecture: Rethinking Marketing for the Digital Age

Learn how classic marketing concepts and models can be adapted to understand consumer journeys in the digital age.
2022-10-11 14:00:00

CEIBS Shanghai Campus, home to Asia's #1 MBA programme (The Financial Times & Forbes), opens its doors once a year to host an Exclusive MBA lecture for young-mid career professionals in Shanghai. Read on to find out more and join us on Sunday October 23, 2022 to Rethink Marketing for the Digital Age.

About the lecture:

Digital technologies have profoundly impacted how consumers interact with products and companies. Today, the sale of a product marks the beginning of the customer-brand relationship instead of the end of a transaction, especially as consumers continue to engage with the brand through multiple touchpoints. Given this new landscape, in which data can further help companies to understand consumer needs and behaviour, business leaders need to evaluate the essence of their offerings to reinvent their business scope and business models.

In this Exclusive MBA lecture, CEIBS Assistant Professor of Marketing Zhang Lingling will demonstrate how classic marketing concepts and models can be adapted to understand consumer journeys in the digital age. She will draw on her research and case studies to help future business leaders to prepare for these challenges by providing examples of how mature companies have achieved such transformations.

During this event, participants and prospective MBA students can expect to gain insights into the challenges and key considerations behind marketing transformation in the digital age, as well as what it is like to sit in the classroom of the MBA programme ranked #1 in Asia by the Financial Times, Forbes and Bloomberg BusinessWeek.

Who should attend?

Young professionals interested in pursuing an MBA.

The Speaker:

Prof. Zhang Lingling is an Assistant Professor of Marketing at CEIBS. Prior to joining CEIBS, she was an Assistant Professor of Marketing at the Robert H. Smith School of Business, University of Maryland. Prof. Zhang holds a DBA in Marketing from Harvard Business School, an MA in Applied Statistics from University of Michigan, and an MS and BA in Information Science from Nanjing University.

Dr. Zhang's research interests focus on platform competition, digital marketing, and AI-powered consumer insights. Being an empirical modeller, Dr. Zhang uses large-scale field data to understand market competition and consumer behaviour.

Event Details


  • 13:00-13:45 Registration
  • 13:45-14:00 MBA Programme introduction
  • 14:00-15:30 Lecture by CEIBS MBA Professor Lingling Zhang
  • 15:30-16:00 Alumni Panel


Scan the code below to register or contact James Kent at for more information.