Marketing Management in China
25th International Chinese Business Program (ICBP) -- Ocean University of China
Announcements
Final exam
- The final exam arrangments for the 25th ICBP "Marketing in China" course are as follows:
- Time: Saturday, December 12, 09:00 - 11:00
- Location: Golden Hotel, 2nd floor and 3rd floor, resp.
Newsweek article
- For those of you, who cannot find their Newsweek article anymore, you can download it here:
Week 7: Everything_you_know_about_China_is_wrong.pdf (850 KB)
Please note that the quality (resolution) is not that well.
So you might want to make an effort retrieving the handout from class or getting one from your classmates.
Week-11 case readings (Haier)
S.Oliver "factory outlet" [unofficial announcement]
- Some of you asked for the location of the Qingdao-based S.Oliver "factory outlet".
- The bad news: S.Oliver now sources its jeans from South China, thus no more jeans of this brand available in Qingdao.
- The good news: The store owner (his name is "Ocean") now sells Levi's jeans and claims them to be "originals" as well.
If interested, here is the address of his store:
青岛出口产品展销街x50吉米衣尚 (chu kou chan pin zhan xiao jie x50 ji mi yi shang)
- Disclaimer: This announcement does not intend to encourage the infringement of IPR of word-famous brands in China, but is solely meant for educational purposes and to gain practical experience of some of the content discussed in week 10 (IPR in China).
Homework
For this week's and previous homework assignments, see here: homework
Presentation Slides / Handouts
Syllabus (pdf, 23 KB)
Survey (pdf, 16 KB) participation in this survey is voluntary but greatly appreciated
Week 01: Introduction (2 MB)
Week 01: Strategic Analysis Tools (133 KB)
Week 02: Communication (Media, Internet, E-Commerce, Publishing) (244 KB)
Week 03: Consumer Behavior In China (256 KB)
Week 04: Brand Management In China (1.8 MB)
Week 05: Retailing In China (1.5 MB)
Week 06: Logistics In China (334 KB)
Week 07: Advertising & PR in China + Direct Marketing in China (1.4 MB)
Week 08: China Market Entry + Market Research in China (203 KB)
Week 09: Sourcing from China (323 KB)
Week 10: Intellectual Property Rights (IPR) in China (1.9 BM)
Week 11: Chinese Business Culture and How it Affects the Way of Doing Business in China (383 KB)
Week 12: Chinese Brands Going Global & Chinese Work Force Management & QA (185 KB)
Teaching Calendar
WEEK# |
TOPIC |
1 |
Kick-off session; Market Oriented Strategic Planning (review) |
2 |
Scanning The Market Environment;Case: Yahoo! and Google in China* (insights into the Chinese online media/e-commerce/publishing sector) |
3 |
Analyzing Consumer Markets and Consumer Behavior;Case: Yum! Brands in China* (insights into the Chinese consumer foodservice market) |
4 |
Setting The Product, Services and Branding Strategy;
Case: Li-Ning* (insights into the Chinese sports-wear industry) |
5 |
Marketing Channels and Supply Chain Management;
Retailing and Wholesaling;
Case: Carrefour and Wal-Mart in China* (insights into the Chinese retailing industry) |
6 |
Entry strategies; Logistics;
FedEx and UPS in China* (insights into the Chinese logistics/distribution sector) |
7 |
Advertising**, Sales Promotion, PR and Direct Marketing** in China |
8 |
Market Entry**, Market Research in China** |
9 |
Sourcing in China from a marketer’s perspective (I):
• Paying suppliers: How to position yourself financially
• Protecting your Intellectual Property (IP)**
• Shipping, logistics, import duties, and customs clearances |
10 |
Market Development in China (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 |
11 |
Sourcing in China from a marketer’s perspective (II):
• Sourcing under the global financial crisis
• Finding and selecting the right suppliers
• Quality control management: Make sure you get what you pay for |
12 |
Global Marketing;
Case: Haier Chinese brands going global; competing with Chinese brands in your home markets) |
*: company case presentation
**: topic case presentation
If you have questions
- Before you send me emails containing questions about the grading of your quizzes and team presentations, please consult the course syllabus first. Experience shows that most answers to your questions can be found there.
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