GM 694 International Seminar/Practicum - Beijing, China

Global Marketing graduate students will spend two weeks in Beijing this summer. The course is intended to expand students' knowledge and experience in the global marketplace.

• 4 graduate credits
• Dates for 2012 to be determined

Participants will reside at Communication University of China's International Center. Their study will focus on class lectures, course readings, classroom discussion, assigned projects, and site visits to a variety of Chinese companies, including marketing, communication, and research consultancies, and publishing, new media, and technology companies.

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

And one of the following:

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 residence 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.

• Every student will give a final presentation the last day of the program. Specific instructions will be given on the first day of class.
• Every student will present a final report, 12–16 pages in length. The final report should summarize the International Practicum experience, and is intended to provide the instructor and student with an overview of the student's achievements. The final report should be a synthesis of reflections on what the student has learned during this practicum and academic program. Additionally, students should place extra emphasis on how classroom knowledge related to the international experience.

Grading

Final grades will consist of the following elements:

Please note that 25 percent of the grade will come from classroom participation. A great portion of the value to be taken from this course will be from the discussion of viewpoints. It is imperative that students attend all classes, company visits, and required group meetings.

It is impossible to pass this course with one (1) or more absences. Students will receive the grade they earn, not the grade they must receive to stay in graduate school. As in the business world, grades will be given based on the results achieved, not on the amount of work completed or difficulties overcome.