This course is part of the Doing Business in China Specialization

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Prof. Letty Kwan

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Doing Business in China SpecializationThe Chinese University of Hong Kong

About this Course

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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.

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Course 1 of 4 in the

Doing Business in China Specialization

Beginner Level

Approx. 11 hours to complete

English

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Flexible deadlines

Reset deadlines in accordance to your schedule.

Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Course 1 of 4 in the

Doing Business in China Specialization

Beginner Level

Approx. 11 hours to complete

English

Could your company benefit from training employees on in-demand skills?

Try Coursera for Business

Instructor

Instructor rating

4.68/5 (57 Ratings)

Prof. Letty Kwan

Assistant Professor

Department of Psychology

10,283 Learners

2 Courses

Offered by

The Chinese University of Hong Kong

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Syllabus - What you will learn from this course

Content Rating91%(1,171 ratings)

Week1

Week 1

4 hours to complete

The Chinese Consumption Market

4 hours to complete

11 videos (Total 74 min), 4 readings, 2 quizzes

11 videos

Welcome to Doing Business in China2mEntering the China Market2m1.1 The Growth of the Middle Class and of China as a Country6m1.2 The Sociological and Economic Characteristics of Chinese Consumers4m1.3 An In-Depth Look at Why Chinese Consumers Like Luxury Brands3m1.4 The Effects of Lay Elitism on Consumption Choices4m1.5 Dialogue with Scholar: Professor Chi-yue Chiu10m1.6 The Effects of Agency on Consumption Choices6m1.7 Dialogue with Scholar: Professor Krishna Savani10m1.8 This Week's Recap1m1.9 Dialogue with Practitioner: Susanna Chiu20m

4 readings

Acknowledgement10mCopyright and eLearning Guidance at CUHK10mPre-course survey10mWeek 1 Reading List10m

1 practice exercise

Week 1 Quiz30m

Week2

Week 2

3 hours to complete

Digital Marketing and Relationship Management

3 hours to complete

8 videos (Total 46 min), 2 readings, 2 quizzes

8 videos

2.1 Xiaoling and Lingnan: A Life Example of Chinese Consumers' Online Shopping Behaviour5m2.2 The Online Shopping Behaviour of Chinese Consumers4m2.3 Relationship Building in China1m2.4 What Is Guanxi Management, and Why Is It Important?5m2.5 Renqing, and the Cultivation of Guanxi with Chinese Consumers Online5m2.6 Utilizing New Media to Communicate With Chinese Consumers6m2.7 Dialogue with Practitioner: Stewart Li10m2.8 Dialogue with Scholar: Professor He Lingnan6m

2 readings

Week 2 Reading List10mInterim survey10m

1 practice exercise

Week 2 Quiz30m

Week3

Week 3

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.

3 hours to complete

8 videos (Total 53 min), 1 reading, 2 quizzes

8 videos

3.1 What Is Changing for Chinese Consumers?4m3.2 Materialism in China4m3.3 Reasons behind Materialism and Conspicuous Consumption in China - Part 14m3.4 Reasons behind Materialism and Conspicuous Consumption in China - Part 24m3.5 The Impact of Relational Mobility on Culturally-Mixed Products3m3.6 The Psychological Profiles of Chinese Consumers1m3.7 Dialogue with Scholar: Professor Carlos Torelli20m3.8 Dialogue with Practitioner: Anthony Lau9m

1 reading

Week 3 Reading List10m

1 practice exercise

Week 3 Quiz30m

Week4

Week 4

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.

3 hours to complete

5 videos (Total 47 min), 2 readings, 2 quizzes

Reviews

4.8

66 reviews

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TOP REVIEWS FROM SELLING TO CHINESE CONSUMERS

by SRNov 25, 2017

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

by MCFeb 17, 2021

Very complete course but it should update some of the information... some of the concepts are from 2015-2016 and China has changed a lot since then...

by KPDec 28, 2021

This was interesting, but focuses mostly on brand image rather than the practical aspects of how to sell to Chinese customers

by KYJun 10, 2021

Good overview on China consumer preference behaviours and motivation behind

View all reviews

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.

Frequently Asked Questions

When will I have access to the lectures and assignments?
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
The course may not offer an audit option. You can try a Free Trial instead, or apply for Financial Aid.
The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
What will I get if I subscribe to this Specialization?
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.
Is financial aid available?
Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.

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