Programmes

Consumer Revolution: Internet Marketing and New Business Models in China

  • Summer schools
  • Academic Partnerships Office
  • Application code LPS-MG301
  • Starting 2018
  • UK/EU full-time: Open
  • Overseas full-time: Open
  • Location: Beijing

The objective of this course is to provide students with a critical understanding of the Chinese internet market, online consumers, e-commerce and other internet marketing strategies as well as new business models in China.

Internet marketing is the key driver of success for many of today’s leading companies. Internet marketing represents a powerful alternative to the dominant marketing approaches of the last few decades and is an important perspective for business leaders to embrace. This course will focus on developing new ways and models of marketing in the era of internet and big data. The course provides many opportunities to apply these new ways of thinking through class exercises and a course project, where you will develop creative concepts for an assigned topic.

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Programme details

Instructor

Dr Rui Wang

Dr Rui Wang is currently Assistant Professor of Marketing at Guanghua School of Management at Peking University. She obtained her Ph.D. in marketing from Pennsylvania State University, USA.

Dr Wang’s research interests are mainly in strategic marketing areas such as B2B marketing, marketing leadership, social networks, and interfirm relationships. Her research papers have appeared in the leading international journals, such as Strategic Management Journal, Journal of Business-to-Business Marketing, and Chief Marketing Officer Journal.

Student feedback

Prerequisites

There are no prerequisites for this course.

Assessment

Assessment will be based on a mid-term essay (worth 50% of the final mark) and a final exam (worth 50% of the final mark).

Preparatory reading list

A full reading list and course pack will be provided to registered students approximately six weeks before the beginning of the programme.

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