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LPS-MG301: Consumer Revolution: Internet Marketing and new Business Models in China

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(Updated for 2017)

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.

Full course outline

About the Instructor

RuiWang

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.

 
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