Course name: Marketing Management in China

Lecturer: Rainer Appel

Time: Fall 2010 (ICBP #27),

Thursday, 08:00 - 09:50 (class B)
Thursday, 10:10 - 12:00 (class A)

Program name: International Chinese Business Program (ICBP)

Course description

This course is designed to provide an understanding of marketing in Chinese context.

The first part of the course (weeks 1-4) outlines the differences of common marketing practices in China compared to the Western hemisphere (typically Europe and North-America), particulary in regard of such areas as market research, consumer behavior, advertising, direct marketing, brand management, retailing, logistics, etc.

The second part of the course (weeks 5-9) focuses on how firms formulate, implement, and evaluate strategies in China. Students use marketing knowledge acquired during the first four weeks of the ICBP and from prior business courses, coupled with basic strategic-management techniques learned, to chart the future direction of different organizations in China. The major responsibility of students in this part is to make objective strategic marketing decisions and to justify them through oral and written communication.

The last part of the course (weeks 10-11) covers some special topics such as how Chinese business culture affects marketing and how to successfully implement your China sourcing activities in your supply chain.