MKT2221 Marketing in the Chinese Mainland

This course will not be offered in 2026-27

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Course Description

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In the past four decades, China has become an economic powerhouse and one of the biggest markets in the world. Its economy has undergone fundamental changes and become intertwined with that of Hong Kong and the rest of the world. Thus, it is pivotal that business students understand the China’s economic, social, political, cultural and legal environments and how these factors may affect the Chinese consumers and marketing strategies and practices employed by both local and foreign firms. The course explores the historical transformation of the China’s economic and market environment, consumer groups, and marketing strategies as well as other challenging issues such as segmentation and positioning, standardization vs. adaptation, channel relationships, and business ethics to inform management decisions.

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Lecture Notes

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