This undergraduate course provides an in-depth understanding of key contemporary challenges marketing managers face when designing and executing strategies for successful market entry and operation in China, as well as marketing strategies of Chinese firms. Each topic is considered together with the impact of business decisions on stakeholders of the firm, society, and natural environment. Students are trained to understand both managerial perspectives and conceptual, theoretical approaches. Overall, the course is managerial, incorporates multiple perspectives, and is contemporary. It is managerial in that it looks at topics of strategic marketing through the lens of managers. It incorporates multiple perspectives as it considers a variety of different marketing topics relevant in the Chinese context. The course is contemporary in that it incorporates and touches upon up-to-date challenges typical to emerging markets, and managerial responses.

Knowledge and understanding:

By the end of the course students will have learned about theoretical and conceptual foundations of key themes in marketing management in the emerging market context, specifically in China, with a special focus on market research, product strategies, promotion strategies, distribution strategies, and pricing strategies for success in China, including:

- the nature and context of marketing in China,

- management of customer relations in various cultures,

- coordination and control of global supply chains and networks,

- responsible marketing in the international perspective,

- responsible use of technology and data analytics for support of marketing decisions,

- strategic responses to present-day challenges of marketing management in emerging markets as well as key analytical tools and frameworks helping managers develop such strategies.

Professional practical skills

In this course students develop the ability to conduct elementary marketing research individually and as part of a team, through research design, data collection, analysis, synthesis, and reporting orally and in writing, both online and offline.

Students need to attend at least 80% of sessions in order to pass the course.

The course applies an interactive and participant-led approach, and takes advantage of a variety of teaching methods such as: lectures, case study discussions and workshops, small-group presentations, and group role-plays. A considerable proportion of this course is dedicated to experiential learning, using approaches which put students into the manager’s seat, and help them experience challenges of marketing in the emerging markets, and specifically in China.

There are four components of the final grade awarded for completing this course:

1. Written assignment: 20%

2. Active participation in class: 30%

3. Group projects: 30%

4. Final report: 20%

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