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Selling to Chinese Consumers
  • Level Foundation
  • Course by The Chinese University of Hong Kong
  • Offered by

About

This course is designed to help learners sell their products, goods and services to Chinese consumers. To achieve this goal, the course will use evidence-based research in psychology, economics, legal studies and marketing to help learners understand the historical, economic and legal contexts of doing business in China and the behavioral characteristics of Chinese consumers. The course will cover topics in Chinese and global marketing, Chinese consumers, institutional and cultural influence on consumer motivation and behaviors in Chinese markets, and brand management in China.

Modules

Doing Business in China

    • 2 Videos
    • 3 Readings
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2 Videos

  • Welcome to Doing Business in China
  • Entering the China Market

3 Readings

  • Acknowledgement
  • Copyright and eLearning Guidance at CUHK
  • Pre-course survey

The Chinese Consumption Market

    • 9 Videos
    • 1 Readings
    • 1 Discussion
    • 1 PeerReview
    • 1 Assignment
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1 Assignment

  • Week 1 Quiz

1 Peer Review

  • Week 1 Homework

1 Discussions

  • Have you ever made a choice because it fitted 'the norm' rather than because it was what you actually preferred?

9 Videos

  • 1.1 The Growth of the Middle Class and of China as a Country
  • 1.2 The Sociological and Economic Characteristics of Chinese Consumers
  • 1.3 An In-Depth Look at Why Chinese Consumers Like Luxury Brands
  • 1.4 The Effects of Lay Elitism on Consumption Choices
  • 1.5 Dialogue with Scholar: Professor Chi-yue Chiu
  • 1.6 The Effects of Agency on Consumption Choices
  • 1.7 Dialogue with Scholar: Professor Krishna Savani
  • 1.8 This Week's Recap
  • 1.9 Dialogue with Practitioner: Susanna Chiu

1 Readings

  • Week 1 Reading List

Digital Marketing and Relationship Management

    • 8 Videos
    • 2 Readings
    • 1 Discussion
    • 1 PeerReview
    • 1 Assignment
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1 Assignment

  • Week 2 Quiz

1 Peer Review

  • Week 2 Homework

1 Discussions

  • Have you ever had a particularly good or bad experience with a company’s customer services?

8 Videos

  • 2.1 Xiaoling and Lingnan: A Life Example of Chinese Consumers' Online Shopping Behaviour
  • 2.2 The Online Shopping Behaviour of Chinese Consumers
  • 2.3 Relationship Building in China
  • 2.4 What Is Guanxi Management, and Why Is It Important?
  • 2.5 Renqing, and the Cultivation of Guanxi with Chinese Consumers Online
  • 2.6 Utilizing New Media to Communicate With Chinese Consumers
  • 2.7 Dialogue with Practitioner: Stewart Li
  • 2.8 Dialogue with Scholar: Professor He Lingnan

2 Readings

  • Week 2 Reading List
  • Interim survey

Materialism and Conspicuous Consumption

    • 8 Videos
    • 1 Readings
    • 1 Discussion
    • 1 PeerReview
    • 1 Assignment
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1 Assignment

  • Week 3 Quiz

1 Peer Review

  • Week 3 Homework

1 Discussions

  • Can you name a few culturally-mixed products that you have seen?

8 Videos

  • 3.1 What Is Changing for Chinese Consumers?
  • 3.2 Materialism in China
  • 3.3 Reasons behind Materialism and Conspicuous Consumption in China - Part 1
  • 3.4 Reasons behind Materialism and Conspicuous Consumption in China - Part 2
  • 3.5 The Impact of Relational Mobility on Culturally-Mixed Products
  • 3.6 The Psychological Profiles of Chinese Consumers
  • 3.7 Dialogue with Scholar: Professor Carlos Torelli
  • 3.8 Dialogue with Practitioner: Anthony Lau

1 Readings

  • Week 3 Reading List

Self-Brand Connection, and How to Build a Strong Brand in China

    • 5 Videos
    • 2 Readings
    • 1 Discussion
    • 1 PeerReview
    • 1 Assignment
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1 Assignment

  • Week 4 Quiz

1 Peer Review

  • Week 4 Homework

1 Discussions

  • Can you name a couple of examples where branding was unsuccessful or elicited negative sentiments in consumers?

5 Videos

  • 4.1 How Do Chinese Consumers Understand Branding?
  • 4.2 How to Build a Strong Brand in China
  • 4.3 Dialogue with Scholar: Professor Dongmei Li
  • 4.4 Introduction of a Foreign Brand into the Chinese Market
  • 4.5 Dialogue with Scholar: Professor Carlos Torelli

2 Readings

  • Week 4 Reading List
  • Well Done!

Auto Summary

"Selling to Chinese Consumers" is a foundational course offered by Coursera, focusing on effective marketing strategies for the Chinese market. Utilizing insights from psychology, economics, legal studies, and marketing, it explores the unique behaviors and motivations of Chinese consumers. Ideal for beginners, the course covers Chinese and global marketing, consumer behavior, and brand management. Subscription options include Starter and Professional plans. Perfect for anyone looking to tap into the Chinese market with a solid understanding of its historical, economic, and legal contexts.

Prof. Letty Kwan
Instructor

Prof. Letty Kwan