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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; 12.2009 1 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% 12.2009 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 12.2009 3 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. 12.2009 4