Doing business in china

  • A.A. 2016/2017
  • CFU 8, 8(m)
  • Ore 40, 40(m)
  • Classe di laurea LM-52, LM-52(m)
Cristiana Barbatelli / Professoressa a contratto

A background in Economics and Marketing is helpful, but not a specific required

Obiettivi del corso

Learning Objectives
- Develop your skills in marketing analysis and planning, familiarize you
withmarketing strategies and tactics, enhance your problem solving and
decision making abilities from marketing perspectives and insights, especially in
China market.
- To improve awareness of current challenges and issues in marketing
especially with reference to China business

Expected results/ outputs
- to obtain a sound knowledge in the basic fundamentals of China business
structure/ market mechanism/ legal tools/investment tools and business approach

Programma del corso

Course Description

Applied Marketing Management implies choosing target markets and finding ,
maintaining , and developing customers through analyzing , focusing , and
delivering client value. Especially with reference to China market the course
wants to give basic skills for seeking and use better organizational tools in
order to satisfying customers in a challenging market environment. This course
provides an overview of marketing principles , basic analysis tools, marketing
management methods , and gives students the opportunity to apply the
concepts they will learn to practical business situations.

Required Text
- Kotler, Philip , Kevin Lane Keller ,Taihong Lu , (2009) Marketing
Management in China , Prentice Hall
Recommend ancillary readings :
- Kotler, Philip (2009), Marketing Management (13th edition), Prentice Hall.
Sak, Onkvisit ,Shaw ,John J. , (2000) International Marketing Analysis
and Strategy (5th edition) , Prentice Hall
- Corey E.Raymond , Cespedes, Frank V.-Rangan ,V.Kasturi , (1993) Going
to Market (5th Edition) , Prentice Hall
- Liu, Warren (2008) KFC in China , Secret Recipe for Success ,Wiley and

Topic Readings (with reference to the Course Textbook)
(additional readings may be assigned) Case studies
Overview of Marketing Management Chapter 1 -2 Red Wong Lo Kat
vs. Green Wong Lo Kat (p.223)

Market Environment Strategic planning

Analyzing Consumer Market & Analyzing Business Market

Indirect Foreign investment

Identifying Market Segment and Targets
Creating positioning in China /Technogym in the world.
/ Briccocafe and the Italian food experience in China

Dealing with the Competition Building Brand Equity and strategy in China
China branding / IKEA case
Product strategy / Iguzzini Lighting : a new asian

Market targeting / Strategy of Low-Priced Competition (p.368)
Italian Luxury Brands: pricing versus positioning
Marketing Channels,
Retailing & Wholesaling

Communicating value :Advertising, Sales Promotion & PR /,;; who is a winner against

Hospitality industry in China and customers approach

Testi (A)dottati, (C)onsigliati
  • 1.  (A) Kotler Philip kevin Lane Keller Taihong Lu Marketing Management in China Prentice Hall , USA, 2009
  • 2.  (A) Corey E.Raymond Cespedes, Frank V.-Rangan ,V.Kasturi Going to market Prentice Hall , USA , 2010
  • 3.  (A) Liu Warren KFC in China : secret recipe for success Wiley and Sons , USA, 2009
  • 4.  (A) Weber Maria, Barbatelli Cristiana La Cina non e' per tutti Olivares , Italy, 2005
  • 5.  (A) Barbatelli Cristiana, Cavalieri Renzo La Cina non e' ancora per tutti Olivares , Italy, 2015
Altre informazioni / materiali aggiuntivi

Other resources are going to be used, such as PPT and videos .

Metodi didattici
  • Frontal Class
    In class exercises
    Working groups

    VIP speeches and testimonials
Modalità di valutazione
  • final Written text as main .

    Overview of Assessment

    Assessment will consist of two exams (mid term exam and final exam 35%
    each), two case analyses (10% each), and class participation
Lingue, oltre all'italiano, che possono essere utilizzate per l'attività didattica


Lingue, oltre all'italiano, che si intende utilizzare per la valutazione