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GM 694 International Seminar/Practicum in China

June 2 – 20, 2014. This program is for graduate students in the Global Marketing program. Students will earn 4 graduate credits. Participants will attend guest lectures and make site visits to a variety of Chinese companies, including marketing, communication, and research consultancies, publishing, new media, and technology companies in Beijing and Shanghai.

Program fees include accommodation and daily breakfast in centrally-located hotels in the cities of Beijing and Shanghai. Group airport pickup at Beijing Capitol Airport and drop-off at Shanghai Pudong Airport is also included in the cost of the program. Students will have guided tours to Beijing Bird's Nest, 798 Art Zone, Great Wall, Summer Palace and The National Museum of China in Beijing. In Shanghai students will visit Pudong, the Bund, Yu Garden, Jade Buddha Temple, Monganshan 50 Contemporary Art District and the Shanghai Museum.


Course Objectives

  • To understand and experience previously studied marketing concepts in the environment of a foreign culture
  • To familiarize students with the cultural environment of the country visited, and to facilitate cross-cultural understanding
  • To gain an appreciation of the importance of international trade, international marketing, and international marketing communication within the context of the work, the U.S., international firms based in the U.S., and other firms doing business in foreign countries
  • To acquire an understanding of strategies and tactics pertinent to global marketing efforts and the conditions under which they are most likely to succeed
  • To understand under what circumstances global marketing efforts are likely to be different from domestic marketing programs
  • To gain an appreciation of international marketing as a potential career opportunity
  • To provide students with an in-depth view of the marketing planning process for products produced by the companies visited

Course Prerequisites

GM 601 Marketing Management in a Global Environment
GM 603 Global Multicultural Consumer Behavior
GM 604 Research Methods for Global Marketing Communication and Advertising
GM 620 Global Brand Management
GM 605 Financial and Strategic Context of Global Market Planning
GM 606 Global Marketing Communication Planning
GM 636 Creative Thinking in Global Environments
GM 668 Capstone in Global Marketing Communication

And one of the following:

GM 612 Global Public Relations
GM 614 Global Advertising
GM 630 Interactive and eCommunication in Global Environments

Course Requirements

  • Attend all company site visits and required group meetings.
  • Actively participate in all company visits: Be awake, alert, and attentive. Be prepared, do research ahead of time about host companies, ask thoughtful questions, and be courteous and professional with host executives.
  • Cooperate with faculty coordinators and be considerate of other participants.
  • Professional behavior is expected at the hotel site, as well as on the bus and at company visits.

Failure to represent the United States or Emerson College in a favorable and professional manner at all times will result in severe course-grade penalties and possible immediate expulsion from the program.


Health Concerns

Before visiting Beijing, you may need to get immunizations and medications for vaccine-preventable diseases and other diseases you might be at risk for while traveling in and around Beijing or Shanghai, or elsewhere in China. Consult with your doctor to determine what you will need for the length of your stay.

  • Factors such as your health and immunization history, areas of the country you may be visiting, and planned activities will determine what type of medicine you will need. Please visit the Centers for Disease Control (CDC) website for more information.
  • If you are on prescription medication, you are advised to bring an adequate supply with you to last for the length of your stay abroad. If you wear contact lenses, bring an extra pair of contacts plus a spare pair of glasses to wear.

Packing Essentials

Summers in Beijing are very hot and humid, and afternoon thunderstorms are fairly common. The temperature averages around 86 °F, but can get as hot as 100 °F. You will need an umbrella, as a shield from rain AND sun! There is quite a lot of air pollution.

  • Prescription medications to last you for your stay—be sure to pack them in your carry-on luggage.
  • Over-the-counter medications and antibiotics including: cold remedies, pain reliever, antibiotics, anti-fungal, anti-histamines, stomach upset remedies, diarrhea medicine, ibuprofen, bandages, Neosporin, etc.
  • Sunblock; Beijing skies seem to have no clouds, and the sun is quite strong.
  • Toiletries; bring your favorite shampoos, deodorants, face washes, toothpaste, etc.
  • Hand sanitizer
  • Travel packets of tissue; you should carry a pack with you at all times! Public toilet facilities do not have toilet paper.
  • Light and comfortable clothing for hot, humid, weather that can be easily washed and dried
  • One dressy, lightweight outfit for special events
  • A light jacket, as sometimes temps drop by 10 to 15 degrees at night
  • A couple of pairs of comfortable walking shoes. Note: if you have large feet, you may have a hard time buying shoes in China.
  • A money belt or passport holder that can store your valuables when traveling
  • A small, strong, folding travel umbrella
  • A small backpack or daypack (for carrying your camera, literature, etc. when exploring the town)
  • Original software disks for your laptop
  • A memory stick or flash drive for your laptop
  • An Ethernet cable

Other Recommendations

  • Use a computer translation program to make flashcards (small enough to fit in a wallet) in both English and Mandarin. Find English/Mandarin translations for tourist sights, restaurant dishes, public transport, residence/hotel address you can show to a taxi driver, etc.
  • A pocket-sized Chinese/Mandarin dictionary, although you may find better ones once you arrive in Beijing
  • A calculator or calculator app may be useful for shopping
  • A map of Beijing and Shanghai
  • A digital camera with a large memory (500 GB+)
  • If you have asthma-related breathing problems, note that air pollution in Beijing is consistently listed among the worst in the world by international organizations such as the United Nations. The American Embassy in Beijing has a twitter feed giving air quality levels.


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Currency, ATM and Credit Card Use in China

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