(Updated for 2016)
This course is designed to provide practical and actionable content for students who are, or expect, to interact with Chinese business people or look for career opportunities in China. This course is designed to help you make better decisions and improve the results of your business activities and career development in China or with Chinese partners.
Module 1: China Marketing Environment: The first two sessions focus on unique aspects of the Chinese market environment, which are most relevant to doing business in China. Students explore these issues through experiential learning exercises and class discussions.
Module 2: Market Research and Foreign Entry Mode: Sessions 3-5 address Chinese consumer characteristics and behavior patterns. We also discuss the different business models through which international firms enter China.
Module 3: Marketing Mix Program: Sessions 6-10 address business strategies including positioning, product branding, promotion and pricing environment that firms use to enhance their ability to successfully market to the Chinese consumer.
Full course outline
About the Instructor
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.