Beijing
About the 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 2-week seminar/practicum, allowing students to observe marketing communication practices in Beijing enterprises and markets.
Emerson students will glean knowledge and gain insight into Chinese marketing practices by participating in a series of lectures, readings, discussions, and other activities. They will attend lectures at Communication University of China (CUC) given by CUC and other university professors. Students will apply what they learn in the classroom to real global business environments.
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
