Download Subject Description Form Please read the notes at the end of the

Subject Description Form
Please read the notes at the end of the table carefully before completing the form.
Subject Code
MM4721
Subject Title
Marketing Management in China
Credit Value
3
Level
4
Pre-requisite
Pre-requisite: Introduction to Marketing (MM2711)
Role and Purposes
This course is designed to investigate to what extent international marketers can apply
western-based marketing planning and management tools and techniques to the China
market. It will examine comprehensively and in-depth the concepts, approaches,
perspectives, and tools that are critical for effective market planning and marketing
management in China with different orientations and paradigms. In addition, it will
comprehensively portray the actual environmental influences embedded in the China
market that have impact on the scope and practice of marketing activities, particularly
after China’s accession to the World Trade Organization. Special emphases will be
placed on the market response mechanisms and business change processes unique in the
burgeoning China market. Important economic and business policies, for instance CEPA
and Economic Integration between Hong Kong and Guangdong, and their impact on
marketing strategy and operations will also be discussed.
Today many external forces have converged to change marketing practice and
ultimately call for the retention of existing customers while at the same time the
traditional managerial marketing approach is criticized as placed too much emphasis on
winning a single transaction. This view leads to the emergence of the "relationship
marketing paradigm" to interpret, plan, and monitor marketing activities. Given that
China is “relationship society” in which guanxi plays an important role in business
activities, the relationship perspective is thus adopted here to supplement the traditional
marketing perspective so as to allow students to learn how to design the marketing mix
to support a strategy that aims to integrate customers, suppliers, and other partners into
the firm's marketing process.
A value-based marketing approached will be adopted to explain the success and failure
experience of the marketing strategies/programs implemented by both local and
multinational firms in China. How to create and deliver extra values to Chinese
customers so as to ensure long-term success represents another major focus of this
subject.
Subject Learning
Outcomes
(Note 1)
Upon completion of the subject, students will be able to:
a. demonstrate a good understanding of the idiosyncrasies of the emerging China
market and the characteristics of Chinese customers’ buying behavior and
Chinese firms’ marketing behavior;
b. identify and analyze specific marketing management and strategic issues
international marketers may encountered in China and interpret their
implications for effective practice;;
c. evaluate the needs for the organization to modify its marketing planning and
management processes in order to obtain optimal outcome in China;
d. identify and overcome administrative issues and organizational barriers against
formulation and effective implementation of marketing plans;
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e. know how to benchmark the experience of pioneers;
f.
Subject Synopsis/
Indicative Syllabus
(Note 2)
present succinctly and defend marketing plans specially developed for the
China market.
Understanding the Marketing Environment in China
Unique features of the China market. The dynamics and market potential of the China
market. The interactions between the marketing environment and the
macro-environment. The implications of building a market economy with socialist
character for effective marketing management in China. Regional disparity in culture,
level of economic development, and business behavior. Possible impacts of WTO and
CEPA on the China market.
Marketing Research in China
Sources of information. Legal and ethical issues. The information market in China.
Attitudes of Chinese people towards marketing research. The implications of the
above issues for research design. Problems associated with the implementation of
marketing research activities in China and interpretation of collected data.
Understanding Chinese Buyers
Distinctive characteristics of Chinese buyers’ purchasing behavior. Cultural impact on
buying behavior. Changes in consumption patterns and the forces underlying such
changes. The concept of ‘guanxi’ and its implications for the understanding of
Chinese buyers’ purchasing behavior. The Children market in China.
Entry Strategies for the China Market
Reforms in both foreign trade and distribution areas. Scenario of the existing
distribution system. Characteristics of channel members’ marketing behavior.
Evaluation of alternative entry strategies.
Designing the Marketing Program
Issues concerning adaptation of Western marketing principles in China. Advertising in
China. Price reforms and their impact on pricing behavior. Developing and managing
new products for Chinese customers. Logistics management in China. Promotion
management in China. Impact of WTO on the country’s marketing channels.
Teaching/Learning
Methodology
Lectures and seminars are utilized. In the seminars, cases and other project oriented
work involving the analysis of marketing management activities in China are used.
(Note 3)
Assessment
Methods in
Alignment with
Intended Learning
Outcomes
Specific assessment
methods/tasks
(Note 4)
Continuous Assessment
%
weighting
a
50%
1. Marketing Mix
Strategy Benchmarking
Project – 20%
2. Guest Lecture Report
– 10%
3. Tutorial discussion
and case presentation –
20%
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Intended subject learning outcomes to be
assessed (Please tick as appropriate)
2
b
c
d
e
Examination
50%
Total
100 %
To pass this subject, students are required to obtain Grade D or above in both the
Continuous Assessment and Examination components.
Explanation of the appropriateness of the assessment methods in assessing the
intended learning outcomes: the various methods are designed to ensure that all
students taking this subject –

Student Study
Effort Required
Class contact:

Hrs.

Hrs.
Other student study effort:

Hrs.

Hrs.
Total student study effort
Reading List and
References
Hrs.
References
Chan, Ricky Y. K. and Lorett Lau, ‘Antecedents of Green Purchases: A Survey in
China’, Journal of Consumer Marketing, Vol. 17, No. 4, pp. 338-357, 2000.
Davies, H. (ed.), China Business: Context and Issues, Longman, 1995.
Ellis, Paul, ‘Social ties and Foreign Market Entry’, Journal of International Business
Studies, Vol. 31, No. 3, pp. 443-469, 2000.
Hexter, James, J. Perez, and A. Perkins, ‘Gold From Noodles: Can You Make Money
in China’s Package Food Market?’ The McKinsey Quarterly, No.3, p.59-73. 1998.
Lardy, N.R., Foreign Trade and Economic Reform in China: 1978-1990, Cambridge,
1992.
Lui, Sandra, X. Luo, and Y. Z. Shi, ‘Market-Oriented Organizations in an Emergining
Economy: A Study of Missing Links,’ Journal of Business Research, Vol.56, June,
p481-492, 2003.
Luk, Sherriff T. K., Wanchun Ye, Yinzhau Xu, and Esther L. Y. Li, ‘Characteristics of
Chinese Wholesalers’ Marketing Behavior: A Functional Approach,’ Journal of
Global Marketing, Vol.16, No.1-2, p71-95, 2003.
Luk, Sherriff T.K., ‘The Use of Secondary Information Published by the PRC
Government’, Journal of the Market Research Society, Vol. 41, No. 3, July,
p.355-365, 1999.
Luk, Sherriff T.K., ‘Structural Changes in China’s Distribution System’, International
Journal of Physical Distribution and Logistics Management, Vol. 28, No. 1,
pp.44-67,1998.
Mena, F-Xivier, ‘Introducing Western Brands in the Chinese Market’, CEMS
Business Review, Vo1.2, pp.309-318, 1998.
Roy, Abhik, Walters, Peter, and Luk, Sherriff (eds.), ‘Special Issue on Doing Business
in China’, Journal of Business Research, Vol.52, No.2, 2001.
Tse, Edward, ‘The Right Way to Achieve Profitable Growth in the Chinese Consumer
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Market’, Strategy and Business, Second Quarter, Booz-Allen & Hamilton Consultant
Co. Ltd, 1998.
Wong, Y.H., ‘Key to Key Account Management: Relationship (Guanxi) Model’,
International Marketing Review, Vol. 15, No.2 & 3, pp.215-230, 1998.
Wong, Y.H. and Jackie Tam, ‘Mapping Relationships in China: A Guanxi Dynamic
Approach’, Journal of Business and Industrial Marketing, Vol. 15, No. 1, pp. 57-70,
2000.
Note 1: Intended Learning Outcomes
Intended learning outcomes should state what students should be able to do or attain upon completion of the subject. Subject outcomes are
expected to contribute to the attainment of the overall programme outcomes.
Note 2: Subject Synopsis/ Indicative Syllabus
The syllabus should adequately address the intended learning outcomes. At the same time over-crowding of the syllabus should be avoided.
Note 3: Teaching/Learning Methodology
This section should include a brief description of the teaching and learning methods to be employed to facilitate learning, and a justification of
how the methods are aligned with the intended learning outcomes of the subject.
Note 4:
Assessment Method
This section should include the assessment method(s) to be used and its relative weighting, and indicate which of the subject intended learning
outcomes that each method purports to assess. It should also provide a brief explanation of the appropriateness of the assessment methods in
assessing the intended learning outcomes.
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