About this Course
4.9
28 ratings
8 reviews
Specialization
100% online

100% online

Start instantly and learn at your own schedule.
Flexible deadlines

Flexible deadlines

Reset deadlines in accordance to your schedule.
Beginner Level

Beginner Level

Hours to complete

Approx. 17 hours to complete

Suggested: 4 weeks of study, 3 hours/week...
Available languages

English

Subtitles: English
Specialization
100% online

100% online

Start instantly and learn at your own schedule.
Flexible deadlines

Flexible deadlines

Reset deadlines in accordance to your schedule.
Beginner Level

Beginner Level

Hours to complete

Approx. 17 hours to complete

Suggested: 4 weeks of study, 3 hours/week...
Available languages

English

Subtitles: English

Syllabus - What you will learn from this course

Week
1
Hours to complete
4 hours to complete

The Chinese Consumption Market

China is a big consumption market. It is a distinctive consumption market because of its unique contextual and cultural factors. Why do Chinese consumers spend big money on luxury brands? What roles do historical, contextual and cultural factors play in influencing Chinese consumption habits? The current module seeks to answer these questions. ...
Reading
11 videos (Total 74 min), 4 readings, 2 quizzes
Video11 videos
Entering the China Market2m
1.1 The Growth of the Middle Class and of China as a Country6m
1.2 The Sociological and Economic Characteristics of Chinese Consumers4m
1.3 An In-Depth Look at Why Chinese Consumers Like Luxury Brands3m
1.4 The Effects of Lay Elitism on Consumption Choices4m
1.5 Dialogue with Scholar: Professor Chi-yue Chiu10m
1.6 The Effects of Agency on Consumption Choices6m
1.7 Dialogue with Scholar: Professor Krishna Savani10m
1.8 This Week's Recap1m
1.9 Dialogue with Practitioner: Susanna Chiu20m
Reading4 readings
Acknowledgement10m
Copyright and eLearning Guidance at CUHK10m
Pre-course survey10m
Week 1 Reading List10m
Quiz1 practice exercise
Week 1 Quiz12m
Week
2
Hours to complete
4 hours to complete

Digital Marketing and Relationship Management

The Internet has created plenty of business opportunities in China. The current module highlights how you can manage relationship with Chinese consumers in the digital era....
Reading
8 videos (Total 46 min), 2 readings, 2 quizzes
Video8 videos
2.2 The Online Shopping Behaviour of Chinese Consumers4m
2.3 Relationship Building in China1m
2.4 What Is Guanxi Management, and Why Is It Important?5m
2.5 Renqing, and the Cultivation of Guanxi with Chinese Consumers Online5m
2.6 Utilizing New Media to Communicate With Chinese Consumers6m
2.7 Dialogue with Practitioner: Stewart Li10m
2.8 Dialogue with Scholar: Professor He Lingnan6m
Reading2 readings
Week 2 Reading List10m
Interim survey10m
Quiz1 practice exercise
Week 2 Quiz22m
Week
3
Hours to complete
3 hours to complete

Materialism and Conspicuous Consumption

Chinese consumers are found to be more materialistic in a cross-national survey conducted by the I.C.E lab at CUHK. Unlike Western consumers, the rising levels of materialism for Chinese consumers are not driven by low self-esteem. This lecture explains how lay elitism and social mobility affect Chinese consumption characteristics such as materialism, conspicuous consumption and acceptance of culturally mixed products....
Reading
8 videos (Total 53 min), 1 reading, 2 quizzes
Video8 videos
3.2 Materialism in China4m
3.3 Reasons behind Materialism and Conspicuous Consumption in China - Part 14m
3.4 Reasons behind Materialism and Conspicuous Consumption in China - Part 24m
3.5 The Impact of Relational Mobility on Culturally-Mixed Products3m
3.6 The Psychological Profiles of Chinese Consumers1m
3.7 Dialogue with Scholar: Professor Carlos Torelli20m
3.8 Dialogue with Practitioner: Anthony Lau9m
Reading1 reading
Week 3 Reading List10m
Quiz1 practice exercise
Week 3 Quiz20m
Week
4
Hours to complete
3 hours to complete

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....
Reading
5 videos (Total 47 min), 2 readings, 2 quizzes
Video5 videos
4.2 How to Build a Strong Brand in China5m
4.3 Dialogue with Scholar: Professor Dongmei Li6m
4.4 Introduction of a Foreign Brand into the Chinese Market9m
4.5 Dialogue with Scholar: Professor Carlos Torelli20m
Reading2 readings
Week 4 Reading List10m
Well Done!10m
Quiz1 practice exercise
Week 4 Quiz12m
4.9
8 ReviewsChevron Right

Top Reviews

By ARFeb 6th 2018

Very well explained and rich in content. Highly recommend for everyone aiming to start or develop a business in China!

By SRNov 26th 2017

I like how it has a localised approach and does not depend to much on conceptual things.

Instructor

Avatar

Prof. Letty Kwan

Assistant Professor
Department of Psychology

About The Chinese University of Hong Kong

Founded in 1963, The Chinese University of Hong Kong (CUHK) is a forward looking comprehensive research university with a global vision and a mission to combine tradition with modernity, and to bring together China and the West. CUHK teachers and students hail from all corners of the world. CUHK graduates are connected worldwide through an expansive alumni network....

About the Doing Business in China Specialization

Participants will know how Chinese entrepreneurs, consumers and employees think and act, and be able to generate consumer and business insights for doing business in China. Through the use of well-designed business cases, participants will be able to apply this knowledge when they start or manage a business organization in China. Participants will be able to identify business opportunities and challenges based on nuanced understanding of the socio-political, economic, cultural, and technological environments in China, and leverage on their consumer and business insights to develop and implement culturally informed strategic plans....
Doing Business in China

Frequently Asked Questions

  • Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.

  • When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.

More questions? Visit the Learner Help Center.