Beijing
About the Beijing Program
This course is offered as an alternative to GM 690 - Internship for Global Marketing Communication and Advertising. It is intended to expand students' knowledge of global marketing, and provide a unique experience in the Chinese marketplace.
This 4-credit course will be taught as a seminar/practicum, allowing students to observe media and marketing communication practices in both Beijing and Shanghai. The course allows students to will apply what they learn in the classroom to real global business environments.
The course has three components: lectures and discussions at Communication University of China (CUC) given by CUC and other university professors, trips to Chinese media and communication companies that include meetings with their leaders, and trips to Chinese cultural sites.
Students will be fully immersed in the Chinese culture and marketing communication industry. Several CUC students will accompany Emerson students to lectures and other activities to help bridge the cultural gaps. CUC hospitality is well known.
Each student will work on a research project. Research topics include: The Chinese Advertising Environment; Chinese Culture, Media and Consumers; Luxury Brands in China; Digital Marketing; Mobile Technologies and the Internet; and China Central Television (CCTV). Emerson faculty advisor Thomas Vogel will arrange on-site visits with a number of global enterprises in the region.
 GMCA students visit 21st Century News Group, China's leading financial media group. |
CUC Main Building
CBD-Beijing City Economic Centers
