Strategic Marketing in China: Live Projects and Case Studies

Catalog description

For most marketers, China is probably one of the most dynamic markets to do business in today. It offers unlimited new opportunities and endless challenges. The purpose of this course is to provide students with first-hand experience in dealing with some of the marketing practices and issues particular to China. The course consists of a combination of live projects, case analyses, lectures, guest talks by industry experts and company visits. The course provides students with a framework for researching and developing a strategic marketing plan, as grounded in theory and industry practice. Student teams will apply structured problem-solving approaches in an iterative and competitive process. They will gain a holistic understanding of the challenges of doing marketing in China. Pre-requisites: Intro to Marketing and Junior/Senior Level Standing Fulfillment: Business: China Business Studies; BUSM Marketing Elective; BUSF Non-Finance Elective; IMB Business elective.