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Marketing with China (19BBA20016)

General information

Type:

OP

Curs:

2,3

Period:

S semester

ECTS Credits:

2 ECTS

Teaching Staff:

Group Teacher Department Language
Ed: 1 Ivana Casaburi Marketing ENG

Group Teacher Department Language
Ed: 2 Ivana Casaburi Marketing ENG

Workload distribution

The course has 2 ECTS. Each ECTS credit represents 25 hours of independent study by students. These 25 hours include lecture classes and the work to be done outside of class.

COURSE CONTRIBUTION TO PROGRAM

It is known that China is going through a crucial period, transitioning from a middle-income country to a high-income country. On one hand this kind of transformation is attracting international companies in Chinese market. On the other hand it is pushing Chinese companies to invest abroad, especially in developed countries like Europe and the United States.

In this context, how to do business with China locally or internationally is becoming a requirement for many firms in order to be competitive in any kind of industry. If you want to work in an international company you should have enough knowledge of this reality.

The "Marketing with China" course introduces students to new trends in the Chinese market such as digital marketing or big data, as well as Chinese investment abroad with special focus on Europe.

We have designed the course for students to be able to experience situations that not only enable them to acquire knowledge but also develop social and personal skills. Specifically this course helps students to develop critical thinking and cross-cultural sensitivity.

Course Learning Objectives

Learning objectives and competencies
Upon successfully completing this course, students will:
- Become familiar with the internationalization process of companies in a global context
- Be able to understand the role of Chinese companies in international markets
- Be able to understand the challenges and opportunities of marketing in China
- Become familiar with the specific issues of using digital marketing and big data in China.
- Gain experience, sharing marketing practices with managers and experts

CONTENT

1. Block 1: Internationalization and global markets

- The Internationalization Decision Process
- The Globalization of Markets
- China and Globalalization
- Global Chinese Companies in Europe

2. Block 2: Marketing with China

- The internationalziation of Chinese companies in Europe
- The experience of Lenovo, Haier, ICBC and Cosco Shipping
- Chinese market analysis: opportunities and challenges
- The experience of the European companies in China

3. Block 3: Digital Marketing and Big Data in China

- Executing digital marketing in China
- Using Big Data in China

Methodology

To achieve the objectives of the course, the format will mainly be based on a very applied approach. Student participation is a key issue.

Lectures: Faculty will combine theoretical explanations with practical applications with guest executives.

Course website: Students will find complementary material for the in-class sessions detailed on the Moodle platform. Participation may be required in-class or via the Moodle platform

Guest executives: With the aim of furthering students' knowledge of very concrete marketing areas, the programme may include participation by guest executives. The objetive is to have a more realiastic view of business cases related to European companies in China and Chinese companies in Spain.

Companies visits: We will have the opportunity to visit Chinese companies established in Barcelona and share experiences and opinions with Chinese managers.

ASSESSMENT

ASSESSMENT BREAKDOWN

Description %
Class Participation 40
Final Exam 40
Company visits 20

Assessment criteria

Student Participation
It takes into account student attendance in class and in companies visits.

Final Individual exam.
For students' final exam mark to be able to average with the other marks, they must obtain a minimum score of 5 out of 10 points.


Bibliography

- Packet of readings (available through Moodle).
- I. Casaburi (2018), Chinese Investment trends in Europe, 4th edition, ESADEgeo (digital copy available through Moodle)

Timetable and sections

Group Teacher Department
Ed: 1 Ivana Casaburi Marketing

Timetable Ed: 1

Group Teacher Department
Ed: 2 Ivana Casaburi Marketing

Timetable Ed: 2