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 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 |
Advertising, Sales Promotion, PR and Direct Marketing;
FedEx and UPS in China (insights into the Chinese logistics sector) |
7 |
Creating Competitive Advantage; Global Marketing;
Case: Haier (insights into Chinese work-force management; Chinese brands going global) |
8 |
Advertising, Sales Promotion, PR and Direct Marketing in China |
9 |
Market Entry, Market Research in China |
| 10 |
Market Development in China (essential soft skills from a Westerner’s point of view):
• 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/from China (I):
• Sourcing under the global financial crisis
• Finding and selecting the right suppliers
• Quality control management: Making sure you're getting what you pay for
|
12 |
Sourcing in/from China (II):
• Paying suppliers: Advice on positioning yourself financially
• Protecting your Intellectual Property
• Shipping, logistics, import duties, and customs clearances
|
quiz #1