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.

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.