As the biggest emerging market, China is attracting the attention of marketers over the world. Learning the difference between host market and domestic one, especially understanding the nature of local customers and businesses (competitors and partners) is a key success factor for multinational firms. Students examine the definition of “marketing” and its objectives and challenges in addition to today’s main emerging markets. The course helps student to gain acquaintance of the market environments in China and understand marketing strategies, including the analysis of environment and context, analysis of the different entry modes, analysis information needed and marketing research approaches; creation of the marketing strategy, marketing mix plan in Chinese market to secure customers and obtain value from them in return.
Prerequisites:
Introduction to Marketing at 200 level
Additional student cost:
None
Learning outcomes:
At the end of the course, students will be able to:
• Understand the global integration of China and implications for marketers in MNCs;
• Analyze various modes and timing of entering China and their impact on success of marketing in China;
• Learn various aspects of Chinese markets, more specifically PEST;
• Recognize the differences between the U.S. market and the Chinese market;
• Understand Chinese market segmentation and consumer behaviors;
• Evaluate whether or not U.S. marketers should adapt or standardize their marketing methods in China.
Method of presentation:
Lecture, in-class debates, case studies and an oral presentation for the
Product Introduction Project
LANGUAGE OF PRESENTATION: English
Required work and form of assessment:
Group product introduction project* (35%) Response on reading** (15%)
Mid-term exam (15%)
Open-book final exam (35%)
*Group Product Introduction Project (25% final paper + 10% presentation): Students are asked to form groups (3 or 4 students each group) representing a marketing team within a specific American multinational firm. Each group is responsible for the launch of a new product into Chinese market. The goal of this project is to understand how to enter Chinese market and how to market the product effectively to Chinese customers, by working efficiently in a team. Each student group will create and implement a marketing strategy for the product in China. A written report to describe what strategy the firm should follow in marketing a particular product to Chinese target customers is required. Then, each group will make a presentation in front of the class.
**Response to reading (15%): Judged on the quality in leading and opening the discussions on required readings (overall comprehension, relevant information search, raising/addressing questions during the discussion).
content:
Part 1: Marketing
Session 1: Definition and basic vies of marketing and international marketing. Readings: Kotler, et al. 1-57
Assignment: Creation of group project
Part 2: Marketing environments in China
Session 2: Why go global? Why China? China’s Global integration.
Readings: (1) Michael R. Czinkota & I.A. Ronkainen, International Marketing，Chapter one & Appendix A.
2007.
(2) Minxin Pei, Think again Asia’s rise, www.foreignpolicy.com[2], 2009
Assignment: Deadline for firm/product selection
Session 3: China’s market analysis (1): Economic and politic-legal environments in China. Readings: (1) Kotler et al. 64-74.
(2) Yasheng Huang, 2008: Private ownership: the real source of China’s economic miracle, Mckinsey Quarterly， December.
(3) The State Council Information office, “China’s efforts and achievement in promoting the rule of law”, Chinese Journal of International Law, 2008,7(2):513-555.
Session 4: China’s market analysis (2): Socio-cultural environments in China. Readings: (1) Kotler et al. 78-80
(2) China market: multinationals’ paradise? www.Chinadaily.com[3], 2009.
(3) Suzanne Fox, China’s changing cultural and etiquette, China Business Review, 2008:July- Aug.
Assignment: Brief project presentation
Part 3: The Chinese Consumer
Session 5: Segmenting the Chinese market
Readings: (1) Kotler et al. 188-213
(2) Farrell, Diana, Gersch, Ulrich A., Stephenson, Elizabeth, The value of China’s Emerging
Middle Class, Mckinsey Quarterly, 2006 Special Edition.
(3) Guangping Wang, Wenyu Dou & Nan Zhou, Consumption attitudes and adoption of New consumer products: a contingency approach, European Journal of marketing, 2008,42(1/2):
238-254.
(4) St-Maurice, Ian, Wu, Claudia, Understanding China’s Teen Consumers, Mckinsey Quarterly,
2006 Special Edition.
Session 6: The Behavior of the Chinese Consumer and the new consumer
Readings: (1) Kotler et al. 128-158.
(2) Janamitra devant, Micah Rowland, and Jonathan Woetzel, A consumer paradigm for China, Mckinsey Quarterly, August 2009.
(3) Chinese consumers offer more challenges for challenging times, http://chinese.wsj.com/gb/20081029/chj102552.asp?source=email[4].
Part 4: Entry and marketing strategies in China
Session 7: Entry Modes and timing.
Readings: (1) Joseph Johnson & Gerard J. Tellis, Drivers of Success for Market Entry into China and
India. Journal of Marketing, 2008(72):1-13.
(2) Ping Deng, The most popular entry mode in China, Business Horizon, 2001 (July-Aug). (3) Geng Cui and Hon-Kwong Liu, Order of entry and performance of multinational corporations in an emerging market: a contingent resource perspective, Journal of International Marketing, 2008,13(4):28-56.
(4) Balfour, Frederik, Acting globally but selling locally. Business Week, 5/12/2008, Issue
4083.
Part 5: Positioning for competitive advantage in China.
Session 8: Comparative strategies; positioning approach; repositioning. Readings: (1) Kotler et al. 216-246.
Case study: Baidu’s challenge for Google.
Part 6: Marketing Mix
Session 9: Product Strategies
Readings: (1) Kotler et al. 248-340.
(2) Lane, Kevin et al. Building brands in China, McKinsey Quarterly, 2006. Case study: L’Oreal in China
Session 10: Understanding and capturing costumer value. Pricing strategies. Readings: Kotler et al. 342-370.
Case study: Galanz’s strategy of low-priced competition
Session 11: Distribution stretegies. Readings: Kotler et al. 374-428.
Case study: MNC’s reformed channels
Session 12: Communication stretegies
Readings: (1) Kotler et al. 430-517.
(2) BCG & Wharton Special Report on Operations and strategy in China: “Selling in China”
Part 7: Group Presentations
Session 13: Project presentation and debate. Session 14: Project presentation and debate
Assignment: Deadline for final report submission.
Required readings:
Philip Kotler, Kevin Lane Keller, Taihong Lu, Marketing Management in China. Prentice Hall: 2009.
Michael R. Czinkota & I.A. Ronkainen, International Marketing，Chapter one & Appendix A. 2007.
Yasheng Huang, 2008: Private ownership: the real source of China’s economic miracle, Mckinsey Quarterly， December.
The State Council Information office, “China’s efforts and achievement in promoting the rule of law”, Chinese Journal of International Law, 2008, 7(2):513-555.
Suzanne Fox, China’s changing cultural and etiquette, China Business Review, 2008: July-Aug.
Farrell, Diana, Gersch, Ulrich A., Stephenson, Elizabeth, The value of China’s Emerging Middle Class,
Mckinsey Quarterly, 2006 Special Edition.
Guangping Wang, Wenyu Dou & Nan Zhou, Consumption attitudes and adoption of New consumer products: a contingency approach, European Journal of marketing, 2008, 42(1/2): 238-254.
St-Maurice, Ian, Wu, Claudia, Understanding China’s Teen Consumers, Mckinsey Quarterly, 2006 Special Edition.
Janamitra devant, Micah Rowland, and Jonathan Woetzel, A consumer paradigm for China, Mckinsey Quarterly, August 2009.
Joseph Johnson & Gerard J. Tellis, Drivers of Success for Market Entry into China and India. Journal of Marketing, 2008(72):1-13.
Ping Deng, The most popular entry mode in China, Business Horizon, 2001 (July-Aug).
Geng Cui and Hon-Kwong Liu, Order of entry and performance of multinational corporations in an emerging market: a contingent resource perspective, Journal of International Marketing, 2008, 13(4):28-56.
Balfour, Frederik, Acting globally but selling locally. Business Week, 5/12/2008, Issue 4083.
Lane, Kevin et al. Building brands in China, McKinsey Quarterly, 2006.
Brief Biography of Instructor:
Lou Zun holds a PhD in Marketing from Shanghai University of Finance and Economics (SUFE), where she also received her MA and BA in Economics. Her currently serves as an Associate Professor at SUFE, and was a visiting scholar at W.P. Cray Business School, Arizona State University, and at Rotterdam Management School, Erasmus University, Holland. Lou Zun’s research interests include consumer behaviors, service marketing, and cross-cultural marketing. Her published works include:
• B2B Brand Marketing, Publishing House of Shanghai Ren-Min, 2008
• International Marketing, SUFE Publishing House, 2008
• Modern Marketing, SUFE Publishing House, 2007
Marketing In China
As the biggest emerging market, China is attracting the attention of marketers over the world. Learning the difference between host market and domestic one, especially understanding the nature of local customers and businesses (competitors and partners) is a key success factor for multinational firms. Students examine the definition of “marketing” and its objectives and challenges in addition to today’s main emerging markets. The course helps student to gain acquaintance of the market environments in China and understand marketing strategies, including the analysis of environment and context, analysis of the different entry modes, analysis information needed and marketing research approaches; creation of the marketing strategy, marketing mix plan in Chinese market to secure customers and obtain value from them in return.
Introduction to Marketing at 200 level
None
At the end of the course, students will be able to:
• Understand the global integration of China and implications for marketers in MNCs;
• Analyze various modes and timing of entering China and their impact on success of marketing in China;
• Learn various aspects of Chinese markets, more specifically PEST;
• Recognize the differences between the U.S. market and the Chinese market;
• Understand Chinese market segmentation and consumer behaviors;
• Evaluate whether or not U.S. marketers should adapt or standardize their marketing methods in China.
Lecture, in-class debates, case studies and an oral presentation for the
Product Introduction Project
LANGUAGE OF PRESENTATION: English
Group product introduction project* (35%) Response on reading** (15%)
Mid-term exam (15%)
Open-book final exam (35%)
*Group Product Introduction Project (25% final paper + 10% presentation): Students are asked to form groups (3 or 4 students each group) representing a marketing team within a specific American multinational firm. Each group is responsible for the launch of a new product into Chinese market. The goal of this project is to understand how to enter Chinese market and how to market the product effectively to Chinese customers, by working efficiently in a team. Each student group will create and implement a marketing strategy for the product in China. A written report to describe what strategy the firm should follow in marketing a particular product to Chinese target customers is required. Then, each group will make a presentation in front of the class.
**Response to reading (15%): Judged on the quality in leading and opening the discussions on required readings (overall comprehension, relevant information search, raising/addressing questions during the discussion).
Part 1: Marketing
Session 1: Definition and basic vies of marketing and international marketing. Readings: Kotler, et al. 1-57
Assignment: Creation of group project
Part 2: Marketing environments in China
Session 2: Why go global? Why China? China’s Global integration.
Readings: (1) Michael R. Czinkota & I.A. Ronkainen, International Marketing，Chapter one & Appendix A.
2007.
(2) Minxin Pei, Think again Asia’s rise, www.foreignpolicy.com [2], 2009
Assignment: Deadline for firm/product selection
Session 3: China’s market analysis (1): Economic and politic-legal environments in China. Readings: (1) Kotler et al. 64-74.
(2) Yasheng Huang, 2008: Private ownership: the real source of China’s economic miracle, Mckinsey Quarterly， December.
(3) The State Council Information office, “China’s efforts and achievement in promoting the rule of law”, Chinese Journal of International Law, 2008,7(2):513-555.
Session 4: China’s market analysis (2): Socio-cultural environments in China. Readings: (1) Kotler et al. 78-80
(2) China market: multinationals’ paradise? www.Chinadaily.com [3], 2009.
(3) Suzanne Fox, China’s changing cultural and etiquette, China Business Review, 2008:July- Aug.
Assignment: Brief project presentation
Part 3: The Chinese Consumer
Session 5: Segmenting the Chinese market
Readings: (1) Kotler et al. 188-213
(2) Farrell, Diana, Gersch, Ulrich A., Stephenson, Elizabeth, The value of China’s Emerging
Middle Class, Mckinsey Quarterly, 2006 Special Edition.
(3) Guangping Wang, Wenyu Dou & Nan Zhou, Consumption attitudes and adoption of New consumer products: a contingency approach, European Journal of marketing, 2008,42(1/2):
238-254.
(4) St-Maurice, Ian, Wu, Claudia, Understanding China’s Teen Consumers, Mckinsey Quarterly,
2006 Special Edition.
Session 6: The Behavior of the Chinese Consumer and the new consumer
Readings: (1) Kotler et al. 128-158.
(2) Janamitra devant, Micah Rowland, and Jonathan Woetzel, A consumer paradigm for China, Mckinsey Quarterly, August 2009.
(3) Chinese consumers offer more challenges for challenging times,
http://chinese.wsj.com/gb/20081029/chj102552.asp?source=email [4].
Part 4: Entry and marketing strategies in China
Session 7: Entry Modes and timing.
Readings: (1) Joseph Johnson & Gerard J. Tellis, Drivers of Success for Market Entry into China and
India. Journal of Marketing, 2008(72):1-13.
(2) Ping Deng, The most popular entry mode in China, Business Horizon, 2001 (July-Aug). (3) Geng Cui and Hon-Kwong Liu, Order of entry and performance of multinational corporations in an emerging market: a contingent resource perspective, Journal of International Marketing, 2008,13(4):28-56.
(4) Balfour, Frederik, Acting globally but selling locally. Business Week, 5/12/2008, Issue
4083.
Part 5: Positioning for competitive advantage in China.
Session 8: Comparative strategies; positioning approach; repositioning. Readings: (1) Kotler et al. 216-246.
Case study: Baidu’s challenge for Google.
Part 6: Marketing Mix
Session 9: Product Strategies
Readings: (1) Kotler et al. 248-340.
(2) Lane, Kevin et al. Building brands in China, McKinsey Quarterly, 2006. Case study: L’Oreal in China
Session 10: Understanding and capturing costumer value. Pricing strategies. Readings: Kotler et al. 342-370.
Case study: Galanz’s strategy of low-priced competition
Session 11: Distribution stretegies. Readings: Kotler et al. 374-428.
Case study: MNC’s reformed channels
Session 12: Communication stretegies
Readings: (1) Kotler et al. 430-517.
(2) BCG & Wharton Special Report on Operations and strategy in China: “Selling in China”
Part 7: Group Presentations
Session 13: Project presentation and debate. Session 14: Project presentation and debate
Assignment: Deadline for final report submission.
Philip Kotler, Kevin Lane Keller, Taihong Lu, Marketing Management in China. Prentice Hall: 2009.
Michael R. Czinkota & I.A. Ronkainen, International Marketing，Chapter one & Appendix A. 2007.
Minxin Pei, Think again Asia’s rise, www.foreignpolicy.com [2], 2009
Yasheng Huang, 2008: Private ownership: the real source of China’s economic miracle, Mckinsey Quarterly， December.
The State Council Information office, “China’s efforts and achievement in promoting the rule of law”, Chinese Journal of International Law, 2008, 7(2):513-555.
China market: multinationals’ paradise? www.Chinadaily.com [3] 2009.
Suzanne Fox, China’s changing cultural and etiquette, China Business Review, 2008: July-Aug.
Farrell, Diana, Gersch, Ulrich A., Stephenson, Elizabeth, The value of China’s Emerging Middle Class,
Mckinsey Quarterly, 2006 Special Edition.
Guangping Wang, Wenyu Dou & Nan Zhou, Consumption attitudes and adoption of New consumer products: a contingency approach, European Journal of marketing, 2008, 42(1/2): 238-254.
St-Maurice, Ian, Wu, Claudia, Understanding China’s Teen Consumers, Mckinsey Quarterly, 2006 Special Edition.
Janamitra devant, Micah Rowland, and Jonathan Woetzel, A consumer paradigm for China, Mckinsey Quarterly, August 2009.
Chinese consumers offer more challenges for challenging times, http://chinese.wsj.com/gb/20081029/chj102552.asp?source=email [4]
Joseph Johnson & Gerard J. Tellis, Drivers of Success for Market Entry into China and India. Journal of Marketing, 2008(72):1-13.
Ping Deng, The most popular entry mode in China, Business Horizon, 2001 (July-Aug).
Geng Cui and Hon-Kwong Liu, Order of entry and performance of multinational corporations in an emerging market: a contingent resource perspective, Journal of International Marketing, 2008, 13(4):28-56.
Balfour, Frederik, Acting globally but selling locally. Business Week, 5/12/2008, Issue 4083.
Lane, Kevin et al. Building brands in China, McKinsey Quarterly, 2006.
Lou Zun holds a PhD in Marketing from Shanghai University of Finance and Economics (SUFE), where she also received her MA and BA in Economics. Her currently serves as an Associate Professor at SUFE, and was a visiting scholar at W.P. Cray Business School, Arizona State University, and at Rotterdam Management School, Erasmus University, Holland. Lou Zun’s research interests include consumer behaviors, service marketing, and cross-cultural marketing. Her published works include:
• B2B Brand Marketing, Publishing House of Shanghai Ren-Min, 2008
• International Marketing, SUFE Publishing House, 2008
• Modern Marketing, SUFE Publishing House, 2007
01/2011