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International Marketing——Marketing In China |
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| Shandong University of Finance and Economics |
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| Course Code： |
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| Total Number of Instruction Hours: 32 |
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| Number of Credits：2+3 |
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| About this Course |
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| International Marketing—Marketing In China is an English course designed for international exchange students based on years of teaching to those visiting SDUFE on short-term exchange period. As most exchange students are of great variety in academic fields and levels, this course has evolved from an general International Marketing course which focused on popular international marketing theories, methods and phenomenon, to a course highlighting MNCs’ marketing issues, concerns and cases in Chinese context. In general, this course is a product incorporating global integration and local responsiveness , given the specific demands from international exchange students. |
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| Thus the course will be given in two parts. Firstly, the course will cover basic marketing concepts and strategies, including the evolution of marketing, pricing, product and brand , promotion and marketing channel. Secondly, the course will examine the typical experience and strategies undertaken by foreign MNCs marketing in China, supported by insights gained from special cases and topics including Chinese culture , Chinese Consumer Behavior Study, Entry Strategy , Digital Marketing in China, China’s Retail market, China’s Auto Market and others. |
| By the end of the course, students will both have a global horizon of international marketing and more importantly a deeper understanding in Chinese culture, Chinese market and marketing in China. |
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| Prerequisites and Preparation |
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| Basic knowledge in Management and Economics. |
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| Course Goals |
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| After completing this course, students should have developed a clear outlook of international marketing, its tasks, concepts, methods and theoretical development globally; not least the insights and ability in marketing in China. |
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| By the end of this course, students should : |
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| · Know the evolution of marketing and its latest development |
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| · Grasp marketing concepts, methods and theories |
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| · Understand Chinese culture and its impact on consumer behavior and marketing activities |
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| · Informed with basic facts and knowledge in Chinese market, such as Auto Market, Retail Market and Digital Marketing |
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| · Apply marketing strategy and skills to conduct international marketing tasks both in China and other areas of the world. |
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| Course Components and Requirements |
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| · Assigned readings |
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| · Lectures |
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| · Class presentation |
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| · Class discussion |
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| · Final Paper |
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| Assigned Readings |
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| Principles of Marketing， 15th edition, Philip Kotler; |
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| Positioning: the battle for your mind, Al Ries and Jack Trout |
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| The Long Tail: why the future of business is selling less of more, Chris Anderson |
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| Published papers related to Chinese Culture and international marketing; |
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| Online signature articles from Marketing News, AMA. ORG; |
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| Classic strategic papers and cases from HBR; |
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| Lectures: |
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| The evolution of marketing |
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| international marketing tasks and environment |
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| Chinese culture: history and philosophy |
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| Chinese Consumer Behavior Study |
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| China’s Luxury Market |
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| Segmentation, Targeting Market and Positioning |
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| Product, Services and Branding Strategy |
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| China’s Auto Market |
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| International Marketing Channel |
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| China’s Retail Market |
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| Integrated Marketing Communication |
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| Digital Marketing |
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| Deliverables and Grading |
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| Method of evaluation and grading: |
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| 1）The class performance :attendance (10%)+class discussion（10%）+midterm presentation(10%) |
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| 2）Final paper in marketing topics based on students’ major and interest(70%). |
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