This course is designed to help learners sell their products, goods and services to Chinese consumers. To achieve this goal, the course will use evidence-based research in psychology, economics, legal studies and marketing to help learners understand the historical, economic and legal contexts of doing business in China and the behavioral characteristics of Chinese consumers. The course will cover topics in Chinese and global marketing, Chinese consumers, institutional and cultural influence on consumer motivation and behaviors in Chinese markets, and brand management in China.
4.3 Dialogue with Scholar: Professor Dongmei Li
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Bewertungen
25. Nov. 2017
I like how it has a localised approach and does not depend to much on conceptual things.
18. Jan. 2018
Very good and applicable to real life for people willing to do business in China
Aus der Unterrichtseinheit
Self-Brand Connection, and How to Build a Strong Brand in China
Consumers are becoming increasingly likely to see products from traditional and modern cultures at the same time, and products from different cultures in the same space. Experiencing two or more cultures simultaneously can elicit different responses from consumers. Recognizing the increasing importance of branding in China, this module highlights how you can successfully project the personalities and values that your brand represents without eliciting negative sentiments in your target consumer population.
Unterrichtet von
Prof. Letty Kwan
Assistant Professor
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