The principal objective of this course is to help you develop a critical appreciation of both the opportunities and challenges associated with the increasing globalization of markets with a particular focus on emerging markets, Asian markets, and China in particular. During the semester, you will learn about the key environmental forces shaping consumer needs and preferences, the impact of political and economic factors on firms operating in an international environment, the influence of international competition, market segmentation and strategy decisions specific to international marketing. You will:
- Assess various foreign markets
- Analyze the impact of cultural, social, political and economic factors on marketing strategies
- Determine when to use different market entry and penetration strategies
- Examine the different skills and systems required to implement marketing strategies across country borders
- By engaging your best efforts, you will enhance your understanding of the scope, risks and rewards facing organizations attempting to establish and maintain global competitiveness.
Student profile/target group:
Students of social sciences (incl. law, business, commerce), sciences and engineering at senior undergraduate or graduate level with an interest in entrepreneurship. A general background in economics and business may help, but no specific expertise is required.
Attendance and active participation.
- Apple and Its Asian Suppliers Case (20%)
- In-class essay (20%)
- Two oral presentation (20% each))
- Final written test (20%)
‘Marketing Management: An Asian Perspective’, Sixth Edition, Kotler, Keller, Ang. Pearson Publishing.
Daily class times: 0900-1200; 1300-1600
For more information
Required application documents
- Fudan University Application Form
- Passport Copy
- Home University Transcripts
Course director / Lecturers
William Wu is a Visiting Professor of International Marketing at Fudan University and Associate Director of Pepperdine University Shanghai Programmes. Concurrently, he works as a business consultant for various consultancy firms in Shanghai. William has a Bachelor degree in Computer Science from Tongji University in Shanghai, a Master degree in management from the University of Geneva, and MBA from ENPC Paris. He currently is a Doctorate Candidate in Business Adminstration at University of Manchester. His research interests include: e-commerce, digital marketing, consumer purchasing decision and international marketing.