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2026年4月13日，由西交利物浦大學(xué)（XJTLU）西浦國(guó)際商學(xué)院（IBSS）主辦、上海英國(guó)商會(huì)協(xié)同支持的IMBA大師課在上海成功舉辦。

本次活動(dòng)聚焦當(dāng)下商業(yè)領(lǐng)域核心議題——營(yíng)銷預(yù)算削減：是成本控制，還是戰(zhàn)略風(fēng)險(xiǎn)？該活動(dòng)吸引了近20名企業(yè)高管、資深經(jīng)理人齊聚一堂，共同探討長(zhǎng)期主義增長(zhǎng)與短期成本管控的平衡之道，凝聚行業(yè)共識(shí)，探尋破局路徑。

On 13 April 2026, the International MBA (IMBA) Masterclass, hosted by the International Business School Suzhou (IBSS) at Xi'an Jiaotong-Liverpool University (XJTLU) and supported by the British Chamber of Commerce Shanghai, took place in Shanghai. Focusing on the timely business question: “Marketing Retrenchment: Cost Control or Strategic Risk?”, the event brought together around 20 senior professionals and managers, giving them the opportunity to explore the balance between long-term growth and short-term cost control, build industry consensus and identify ways to respond to current business challenges.

上海英國(guó)商會(huì)執(zhí)行會(huì)長(zhǎng)鄧斯圖先生出席活動(dòng)并致歡迎辭，對(duì)到場(chǎng)嘉賓表示熱烈歡迎，同時(shí)簡(jiǎn)要介紹了西浦國(guó)際商學(xué)院的辦學(xué)定位與核心優(yōu)勢(shì)，并重點(diǎn)介紹了西浦IMBA項(xiàng)目主任Nuno Da Camara博士與西浦國(guó)際商學(xué)院營(yíng)銷學(xué)Daniel Hampson博士的學(xué)術(shù)背景、研究領(lǐng)域及行業(yè)實(shí)踐經(jīng)驗(yàn)，為本次大師課的順利開(kāi)展奠定了良好基礎(chǔ)。

Stuart Dunn, Executive Director of the British Chamber of Commerce Shanghai, delivered a welcome speech, extending a warm welcome to all guests. He also briefly introduced the positioning and core strengths of IBSS, and highlighted the academic backgrounds, research areas and industry experience of Dr Nuno Da Camara, Director of IMBA Programme, and Dr Daniel Hampson, Associate Professor in Marketing, IBSS head of Department of Intelligent Operations and Marketing, helping set the tone for the masterclass.

IBSS國(guó)際市場(chǎng)與交流經(jīng)理Thomas Durham主持了此次活動(dòng)。他強(qiáng)調(diào)，作為中國(guó)規(guī)模最大的全英文授課商學(xué)院，IBSS擁有AACSB、EQUIS、AMBA三項(xiàng)國(guó)際頂級(jí)認(rèn)證，躋身全球前1%頂尖商學(xué)院行列，同時(shí)也是全球獲得這三項(xiàng)認(rèn)證最年輕的商學(xué)院之一。

學(xué)院依托西安交通大學(xué)與英國(guó)利物浦大學(xué)的優(yōu)質(zhì)資源，融合英式精英教育與中國(guó)本土商業(yè)實(shí)踐，提供國(guó)際化、實(shí)用性強(qiáng)的管理教育，培養(yǎng)具備全球競(jìng)爭(zhēng)力的商業(yè)人才。

Thomas Durham, International Marketing and Communications Manager at IBSS, hosted the event. He highlighted that IBSS is China’s largest English-language business school and one of the youngest in the world to hold the three leading international accreditations in business education - AACSB, EQUIS and AMBA - placing it among the world’s top 1% of business schools. Drawing on the strengths of Xi’an Jiaotong University and the University of Liverpool, IBSS combines the best of British business education with Chinese business practice, offering an international and practice-oriented management education that prepares professionals to succeed in a global environment.

IMBA 項(xiàng)目主任Nuno Da Camara 博士全面解讀國(guó)際 MBA 項(xiàng)目核心優(yōu)勢(shì)。該項(xiàng)目授予英國(guó)利物浦大學(xué)碩士學(xué)位，可在中國(guó)教育部留學(xué)服務(wù)中心認(rèn)證，采用每月集中授課模式，適配職場(chǎng)高管時(shí)間節(jié)奏。學(xué)員平均年齡 38 歲，平均行業(yè)管理經(jīng)驗(yàn)達(dá) 15 年，匯聚各領(lǐng)域資深管理者；項(xiàng)目配備全外籍國(guó)際化師資、一對(duì)一專屬職業(yè)教練，更提供英國(guó)利物浦、比利時(shí)布魯塞爾及全球 16 所院校聯(lián)盟的國(guó)際學(xué)習(xí)模塊，依托西浦國(guó)際商學(xué)院（IBSS）與利物浦大學(xué)校友網(wǎng)絡(luò)，該平臺(tái)搭建了全球職業(yè)發(fā)展與商業(yè)社交平臺(tái)，助力學(xué)生提升職業(yè)競(jìng)爭(zhēng)力、拓寬國(guó)際視野。

Dr Nuno Da Camara, Director of the IMBA Programme, presented the benefits of the International MBA Programme. The programme awards a master’s degree from the University of Liverpool, which is accredited by the Ministry of Education of China, ensuring the qualification’s prestige and international recognition. Adopting a flexible monthly intensive teaching model, the programme is tailored to the schedules of senior professionals, balancing work and further study. With an average student age of 38 and 15 years of industry management experience, it brings together senior managers from a wide range of sectors and functions. The programme also comprises an all-international academic staff team, one-on-one career coaching and international study modules at the University of Liverpool, the;, Brussels, Belgium; and partner institutions across 16 university alliances worldwide. Leveraging the alumni networks of IBSS and the University of Liverpool, it builds a global platform for career development, peer review and business networking.

隨后，西浦國(guó)際商學(xué)院營(yíng)銷學(xué)Daniel Hampson 博士帶來(lái)主題為 “營(yíng)銷預(yù)算削減：是成本控制，還是戰(zhàn)略風(fēng)險(xiǎn)？”的互動(dòng)式大師課。課程緊扣經(jīng)濟(jì)波動(dòng)、地緣變化等現(xiàn)實(shí)挑戰(zhàn)，深度拆解企業(yè) “救火式削減預(yù)算” 與 “戰(zhàn)略性布局營(yíng)銷” 的本質(zhì)差異。

Hampson博士依托全球50年商業(yè)數(shù)據(jù)、歐美經(jīng)濟(jì)衰退期企業(yè)實(shí)戰(zhàn)案例及中國(guó)市場(chǎng)消費(fèi)趨勢(shì)洞察，通過(guò)定價(jià)心理學(xué)實(shí)驗(yàn)、擬人化營(yíng)銷場(chǎng)景模擬、促銷話術(shù)設(shè)計(jì)等互動(dòng)環(huán)節(jié)，生動(dòng)揭示了消費(fèi)者非理性決策的底層邏輯。他明確指出，經(jīng)濟(jì)下行期盲目削減營(yíng)銷投入，是典型的營(yíng)銷短視行為，企業(yè)追求效率的同時(shí)絕不能忽視效果——成本控制的底線，是不能犧牲品牌資產(chǎn)沉淀、用戶情感連接與核心消費(fèi)體驗(yàn)，否則將陷入“短期降本、長(zhǎng)期失勢(shì)”的困境。課程中，Hampson博士分享多個(gè)經(jīng)典案例，印證危機(jī)期是品牌重塑、沉淀長(zhǎng)期價(jià)值的黃金窗口，并解讀當(dāng)下消費(fèi)新趨勢(shì)，為企業(yè)守住市場(chǎng)地位提供清晰路徑。

互動(dòng)交流環(huán)節(jié)，現(xiàn)場(chǎng)嘉賓對(duì)Daniel Hampson博士的分享給予高度評(píng)價(jià)。同時(shí)，嘉賓們圍繞西浦國(guó)際MBA項(xiàng)目?jī)?yōu)勢(shì)展開(kāi)探討、踴躍提問(wèn)，IBSS主講團(tuán)隊(duì)逐一答疑，進(jìn)一步解讀項(xiàng)目特色與價(jià)值，為嘉賓們的學(xué)術(shù)深造及職業(yè)規(guī)劃提供參考。

Dr Daniel Hampson then delivered an interactive masterclass themed “Marketing Retrenchment: Cost Control or Strategic Risk?”. Focusing on practical challenges such as economic fluctuations and geopolitical shifts, the session examined the key differences between “firefighting-style budget cuts” and “strategic marketing positioning”.

Drawing on five decades of global business data, case studies of enterprises during European and American economic recessions and insights into consumer trends in China, Dr Hampson explored the logic behind consumers’ seemingly irrational decisions through interactive sessions including pricing psychology experiments, anthropomorphic marketing simulations and promotional copy design. He contended that blindly cutting marketing investment during an economic downturn is short-sighted. While efficiency matters, he said, effectiveness must not be overlooked. Cost control should never come at the expense of brand equity, emotional connection with users, or the customer experience, as this can result in “short-term cost savings but long-term loss of competitiveness”. Dr Hampson shared several classic cases to illustrate that crises can present valuable opportunities for brand renewal and long-term value creation. He also interpreted current consumption trends, offering businesses a clear path to maintaining their market position.

During the interactive Q&A session, guests responded positively to Dr Daniel Hampson's presentation. They also held in-depth discussions and actively raised questions about the advantages of the IMBA. The IBSS team addressed each question in turn, further explaining the programme’s distinctive features and value, and offering useful guidance for guests considering further study and career development.

本次活動(dòng)依托上海英國(guó)商會(huì)資源，匯聚多元行業(yè)精英，不僅充分展現(xiàn)西浦 IBSS 的學(xué)術(shù)實(shí)力與國(guó)際 MBA 項(xiàng)目特色，更為企業(yè)管理者提供了經(jīng)濟(jì)不確定性下的營(yíng)銷決策框架與實(shí)戰(zhàn)工具。未來(lái)，IBSS將持續(xù)搭建學(xué)界與業(yè)界對(duì)話平臺(tái)，賦能商業(yè)精英成長(zhǎng)。

Supported by the British Chamber of Commerce Shanghai, the event not only showcased IBSS’s academic strength and the transformative value of the International MBA but also offered participants a practical framework for marketing decision-making in times of economic uncertainty. Looking ahead, IBSS will continue to foster dialogue between academia and industry, supporting business leaders in their continued professional development.