Brand Strategy Management in the Digital Age Programme

China Europe International Business School

Shanghai, China

The China Europe International Business School (CEIBS) was established in 1994 through a partnership between the Chinese government and the European Commission, making it the only business school in Asia jointly founded by China and Europe. Headquartered in Shanghai's Pudong district, with additional campuses in Beijing, Shenzhen, Zurich, Accra, and São Paulo, it operates as an independent, not-for-profit institution with a dual mandate: to educate management talent capable of operating across both Chinese and international contexts. Its founding philosophy — encapsulated in the motto "China Depth, Global Breadth" — remains the lens through which all academic and executive programs are designed. Today CEIBS is consistently ranked among the top business schools in Asia and holds a reputation built on rigorous research, a genuinely bilingual faculty, and unmatched access to China's corporate ecosystem.Accreditations and RankingsAccreditations:AACSB accreditedEQUIS accreditedAMBA accredited(Triple Crown — one of fewer than 1% of business schools globally to hold all three)Rankings:Financial Times Global MBA Ranking: #8 globally (2024)Financial Times Executive Education Open Programs: Top 20 globally (2023)Financial Times Executive Education Custom Programs: Top 20 globally (2023)QS Global MBA Rankings: Top 10 in Asia (2024)Financial Times EMBA Ranking: #6 globally (2023)Executive Education at a GlanceCEIBS Executive Education is built around one core proposition: helping leaders understand and operate within China while connecting that knowledge to broader global management practice. The portfolio spans more than 60 open-enrollment programs and a substantial custom (corporate) program offering, with roughly equal investment between the two. Topic areas skew toward China strategy, digital transformation, family business governance, finance in emerging markets, and cross-cultural leadership — all taught through a curriculum that deliberately draws on Chinese case studies developed in-house by CEIBS faculty rather than imported Western material.Programs range from two-day intensive workshops to five-week flagship courses, with formats available in-person (Shanghai being the primary venue), blended, and — since 2020 — a growing suite of online-delivered programs targeting international executives who cannot travel to China. The flagship China Business Leaders Program and China Macro Economy Program are among the most sought-after open offerings, attracting senior executives from multinationals seeking firsthand exposure to China's policy environment and business landscape. Open program fees typically range from RMB 20,000 for shorter seminars to RMB 150,000+ for multi-week programs. Corporate scholarship partnerships exist with select Chinese state-owned enterprises and multinationals with significant China operations.Campus and FacilitiesThe main CEIBS campus in Pudong, Shanghai, is a purpose-built facility set across 130,000 square metres, combining modern lecture theatres, dedicated executive education centres, and residential accommodation designed to keep cohorts together throughout their programs. The architecture blends contemporary design with deliberate nods to Chinese cultural aesthetics — a physical reminder that this is not a transplanted Western institution. Beyond the buildings, the Pudong location matters enormously: participants are walking distance from the headquarters of some of China's largest financial institutions and technology companies, and faculty regularly facilitate site visits and executive speaker sessions that would be impossible to arrange anywhere else. The Zurich campus, opened in 2015, extends the school's reach for European executives and offers CEIBS programming in a setting that reinforces its China-Europe identity.Faculty and ResearchCEIBS has approximately 150 full-time faculty members, drawn from over 30 countries, with a deliberate mix of scholars trained at leading Western institutions (Harvard, Wharton, London Business School) and Chinese academics with deep ties to domestic policy and industry. This dual composition is not incidental — it is what makes the school's claim to bridge East and West intellectually honest rather than cosmetic. Research strengths relevant to executive participants include China's macroeconomic policy, private equity in emerging markets, digital platform strategy, and family business succession, with the CEIBS Centre for Family Heritage Business and the CEIBS Lujiazui Institute of International Finance being two of the more visible research homes. Faculty members frequently serve as advisors to Chinese government bodies and major corporations, which feeds directly back into the classroom with practical, current intelligence that no case study publisher could keep pace with.Student Body, Alumni, and Career OutcomesCEIBS alumni number over 30,000 across more than 80 countries, with particularly dense networks in China, Germany, France, the United Kingdom, and across Southeast Asia. Executive education cohorts are notably international — open programs typically see 30–40% of participants from outside China, a figure that rises for programs held at the Zurich campus — and the mix of Chinese domestic executives alongside international managers from multinationals is itself considered part of the curriculum. Alumni include senior leaders at companies such as Siemens, Unilever, Huawei, Alibaba, BASF, and several major Chinese state-owned enterprises. For executives attending open programs specifically, the CEIBS alumni network provides ongoing access to peer learning events, China-focused briefings, and a China business intelligence platform that remains active long after the program ends.