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)
Teaching Calendar
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WEEK
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TOPIC
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1
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Kick-off session;
Market Oriented Strategic Planning (review)
Downloads: Syllabus (39 KB), Presentation Slides (week 1) (1.9 MB), Case Analysis Tools (1.8 MB)
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2
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Market Entry, Market Research in China
Downloads: Presentation Slides (week 2) (0.1 MB) |
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3
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Advertising, Sales Promotion, PR & Direct Marketing in China
Downloads: Presentation Slides (week 3) (1.9 MB) |
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4
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Consumer Behavior & Marketing Luxury Goods
Downloads:
Presentation Slides (week 4) part 1 (2.1 MB)
Presentation Slides (week 4) part 2 (2.2 MB) |
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5*
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Scanning The Market Environment
Case: Yahoo! and Google in China
• Insights into the Chinese online media/e-commerce/publishing sector
Downloads: Presentation Slides (week 5) (2.5 MB) |
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6*
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Analyzing Consumer Markets & Consumer Behavior
Case: Yum! Brands in China
• Insights into the Chinese consumer foodservice market
Downloads: see "week 4" or visit Consumer Behavior in China
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7*
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Setting The Product, Services & Branding Strategy
Case: Li-Ning
• Insights into the Chinese sports-wear industry
Downloads: Presentation Slides (week 7) (1 MB);
also visit Brand Management in China |
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8*
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Marketing Channels, Supply Chain Management, Retailing & Wholesaling
Case: Carrefour and Wal-Mart in China
• Insights into the Chinese retailing industry
Downloads: Presentation Slides (week 8) (3.4 MB) |
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9*
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Logistics:
Case: FedEx and UPS in China:
• Insights into the Chinese logistics/distribution sector
Downloads: Presentation Slides (week 9) (1.8 MB) |
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10
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Protecting Intellectual Property Rights (IPR) in China
Downloads: Presentation Slides (week 11) (2.4 MB)
Sourcing/Outsourcing from/to China:
• Finding and selecting the right suppliers
• Quality control management
• Paying suppliers
• Shipping, logistics, import duties, and customs clearances
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11
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Chinese Business Culture (essential soft skills from a Westerner’s point of view and how they relate to marketing):
• 孙子兵法 (Sūn Zǐ Bīng Fǎ): Sun-Tzu: The Art of War
• Negotiation Techniques: 三十六计 (Sānshíliù Jì): The 36 Stratagems
• 关系 (GuānXì): The Art of Relationships
Downloads: Presentation Slides (week 12) (1.9 MB)
Global Marketing:
Case: Haier:
• Chinese brands going global
• Competing with Chinese brands in your home markets
Downloads: Presentation Slides (week 10) (2.2 MB)
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*: Lecture includes a team presentation
Note: It is essential that you have a copy of the course syllabus (do not confuse the syllabus with the teaching plan brochure of the ICBP!!) and that you read and understand its content!
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