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International Marketing (China Focus)
Business, Language & Culture Program
Shanghai, China
Dates: 2/24/20 - 6/6/20
International Marketing (China Focus)
OVERVIEW
CEA CAPA Partner Institution: East China Normal University
Location: Shanghai, China
Primary Subject Area: Marketing
Other Subject Area: Business
Instruction in: English
Transcript Source: TBD
Course Details: Level 200
Recommended Semester Credits: 3
Contact Hours: 52
DESCRIPTION
The course assesses the parameters of marketing strategy and success in the context of prevailing Chinese cultural norms and expectations in a rapidly developing consumer culture wherein social mobility, rapid change, technological sophistication and the growing incursion of foreign mass media and popular culture are the conditions of the day. The course lays out the underlying cultural logic that informs management and considers how these matters impact product development strategies, market research, and approaches to customer and public relations. Likewise, the course examines marketing questions with reference to common product, price, place, and promotion strategies in China. This course will include case studies from successful Western firms in China such as Apple and KFC and Asian firms like Toyota, Haier and Alibaba.