Target audience

The website serves as an "easily accessible" (hopefully --> see Google case) as a knowledge base for students of the International Chinese Business Program (ICBP), in particular those of the "Marketing Management in China" course.

The site is also addressed to students and professionals with a general interest in Marketing in China and how Chinese marketing practices differ from those used in the West.

Site layout

The site layout follows the structure of the marketing class and is divided in two categories:

• Topics
• Case Studies

Topics cover such subject areas as:

• China Market Entry
• Market Research in China
• Chinese Consumer Behavior
• Advertisement in China
• Public Relations (PR) in China
• Intellectual Property Rights (IPR) in China
• Chinese Business Culture and how it affects marketing
  • Confucionism
  • Guanxi
  • Sun-Tzu
  • 36 Stratagems

Topics by Case Studies include the studying of business practices of such well-known companies as

• Google & Yahoo! in China
• Yum Brands! in China
• Li-Ning
• Carrefour & Walmart in China
• FedEx & UPS in China
• Haier Going Global