Selling to Chinese Consumers from Coursera

What's inside

Syllabus

The Chinese Consumption Market

China is a big consumption market. It is a distinctive consumption market because of its unique contextual and cultural factors. Why do Chinese consumers spend big money on luxury brands? What roles do historical, contextual and cultural factors play in influencing Chinese consumption habits? The current module seeks to answer these questions.

Digital Marketing and Relationship Management

The Internet has created plenty of business opportunities in China. The current module highlights how you can manage relationship with Chinese consumers in the digital era.

Materialism and Conspicuous Consumption

Chinese consumers are found to be more materialistic in a cross-national survey conducted by the I.C.E lab at CUHK. Unlike Western consumers, the rising levels of materialism for Chinese consumers are not driven by low self-esteem. This lecture explains how lay elitism and social mobility affect Chinese consumption characteristics such as materialism, conspicuous consumption and acceptance of culturally mixed products.

Self-Brand Connection, and How to Build a Strong Brand in China

Consumers are becoming increasingly likely to see products from traditional and modern cultures at the same time, and products from different cultures in the same space. Experiencing two or more cultures simultaneously can elicit different responses from consumers. Recognizing the increasing importance of branding in China, this module highlights how you can successfully project the personalities and values that your brand represents without eliciting negative sentiments in your target consumer population.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Designed for learners interested in selling products, goods, and services to Chinese consumers

Utilizes evidence-based research in psychology, economics, legal studies, and marketing to enhance understanding of Chinese consumer behavior and business context

Covers comprehensive topics related to Chinese and global marketing, consumer behavior, and brand management in China

Provides insights into the unique consumption patterns and cultural factors that influence Chinese consumer decision-making

Emphasizes the importance of brand building in China and explores strategies for effective brand management

Facilitated by instructors with expertise in the field

Reviews summary

Selling to the chinese market

Learners say this course is excellent and engaging. It provides a good overview of the Chinese consumer market, with insights from experts in the field. The course is well-structured and the assignments are interesting and help reinforce learning. However, some students found the quizzes to be non-intuitive and the content to be a bit outdated.

Provides insights from industry professionals

"Interviews are great."

"Experts provide valuable insights."

"I learned a lot from the interviews."

Quizzes can be difficult to understand

"Quizzes are very non-intuitive."

Some information may be outdated

"Some info seems to be quite old."

"Concepts are from 2015-2016."

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Selling to Chinese Consumers with these activities:

Review marketing concepts

Show steps

Refresh memory and review fundamental concepts such as segmentation, targeting, and positioning to strengthen understanding of course materials.

Browse courses on Marketing Concepts

Show steps

Review definitions and theories of key marketing concepts
Consider practical examples and case studies of successful marketing campaigns
Test understanding by completing practice problems or quizzes

Review Chinese history and culture

Show steps

Strengthen knowledge of Chinese history and culture to enhance understanding of consumer behavior and motivations.

Browse courses on Chinese History

Show steps

Read books or articles about Chinese history and culture
Watch documentaries or films to gain insights into Chinese society
Practice Chinese language to improve comprehension of cultural nuances

Explore online resources for managing cross-cultural marketing

Show steps

Enhance knowledge and skills by engaging with online resources and tutorials specifically designed for cross-cultural marketing.

Browse courses on Cross-Cultural Marketing

Show steps

Identify relevant online resources and tutorials
Review materials and case studies to gain insights
Apply learning to course materials or real-world examples

One other activity

Expand to see all activities and additional details

Show all four activities

Attend industry events focused on China business

Show steps

Expand professional network and gain firsthand insights by connecting with professionals in the field.

Show steps

Research and identify relevant industry events
Prepare an elevator pitch and engage with attendees
Follow up with contacts and continue networking

Career center

Learners who complete Selling to Chinese Consumers will develop knowledge and skills that may be useful to these careers:

Marketing Manager

Marketing Managers develop and execute marketing campaigns for companies or organizations. They work with marketing directors to develop marketing strategies and budgets, and they oversee the implementation of marketing campaigns. This course will help you understand the Chinese consumer market and develop strategies to reach this important customer base. The course covers topics such as Chinese consumer behavior, digital marketing, and brand management in China.

See salaries and explore the career path for Marketing Manager

Sales Manager

Sales Managers are responsible for leading and managing sales teams for companies or organizations. They develop and execute sales strategies, manage sales budgets, and analyze sales data to measure the effectiveness of sales campaigns. This course will help you understand the Chinese consumer market and develop strategies to sell products and services to Chinese consumers. The course covers topics such as Chinese consumer behavior, sales management, and digital marketing.

See salaries and explore the career path for Sales Manager

Business Analyst

Business Analysts work with companies or organizations to identify and solve business problems. They analyze business data, develop business solutions, and implement business process improvements. This course will help you understand the Chinese consumer market and develop strategies to conduct business analysis in China. The course covers topics such as Chinese consumer behavior, business analysis, and data analytics.

See salaries and explore the career path for Business Analyst

Data Analyst

Data Analysts work with companies or organizations to collect, analyze, and interpret data. They develop data-driven insights that can help businesses make better decisions. This course will help you understand the Chinese consumer market and develop strategies to conduct data analysis in China. The course covers topics such as Chinese consumer behavior, data analysis, and data visualization.

See salaries and explore the career path for Data Analyst

Product Manager

Product Managers are responsible for developing and managing products for companies or organizations. They work with marketing and engineering teams to develop and launch new products, and they oversee the development of product roadmaps. This course will help you understand the Chinese consumer market and develop strategies to develop products that meet the needs of Chinese consumers. The course covers topics such as Chinese consumer behavior, product development, and digital marketing.

See salaries and explore the career path for Product Manager

Operations Manager

Operations Managers are responsible for overseeing the day-to-day operations of companies or organizations. They work with teams to develop and implement operations strategies, and they ensure that operations are efficient and effective. This course will help you understand the Chinese consumer market and develop strategies to manage operations in China. The course covers topics such as Chinese consumer behavior, operations management, and supply chain management.

See salaries and explore the career path for Operations Manager

Consultant

Consultants provide advice and guidance to companies or organizations on a variety of business issues. They work with clients to identify and solve business problems, and they develop and implement solutions. This course will help you understand the Chinese consumer market and develop strategies to provide consulting services to Chinese companies.

See salaries and explore the career path for Consultant

Market Research Analyst

Market Research Analysts are responsible for conducting market research studies for companies or organizations. They collect and analyze data on consumer behavior, market trends, and competitive landscapes. This course will help you understand the Chinese consumer market and develop strategies to conduct market research in China. The course covers topics such as Chinese consumer behavior, market research, and digital marketing.

See salaries and explore the career path for Market Research Analyst

Business Development Manager

Business Development Managers are responsible for developing and managing business relationships for companies or organizations. They work with clients to identify and develop new business opportunities, and they oversee the development of new products and services. This course will help you understand the Chinese consumer market and develop strategies to enter and grow your business in China. The course covers topics such as Chinese consumer behavior, business development, and digital marketing.

See salaries and explore the career path for Business Development Manager

Supply Chain Manager

Supply Chain Managers are responsible for overseeing the supply chain of companies or organizations. They work with suppliers to develop and implement supply chain strategies, and they ensure that supply chains are efficient and effective. This course will help you understand the Chinese consumer market and develop strategies to manage supply chains in China. The course covers topics such as Chinese consumer behavior, supply chain management, and logistics.

See salaries and explore the career path for Supply Chain Manager

Social Media Manager

Social Media Managers are responsible for developing and managing social media strategies for companies or organizations. They work with marketing teams to develop and implement social media campaigns, and they oversee the development of social media content. This course will help you understand the Chinese consumer market and develop strategies to reach Chinese consumers through social media. The course covers topics such as Chinese consumer behavior, social media marketing, and digital marketing.

See salaries and explore the career path for Social Media Manager

Digital Marketing Manager

Digital Marketing Managers are responsible for developing and executing digital marketing campaigns for companies or organizations. They work with marketing teams to develop and implement digital marketing strategies, and they oversee the development of digital marketing content. This course will help you understand the Chinese consumer market and develop strategies to reach Chinese consumers through digital channels. The course covers topics such as Chinese consumer behavior, digital marketing, and social media marketing.

See salaries and explore the career path for Digital Marketing Manager

Brand Manager

Brand Managers are responsible for developing and managing brand strategies for companies or organizations. They work with marketing teams to develop and execute marketing campaigns, and they oversee the development of new products and services. This course will help you understand the Chinese consumer market and develop strategies to build strong brands in China. The course covers topics such as Chinese consumer behavior, brand management, and digital marketing.

See salaries and explore the career path for Brand Manager

Marketing Director

Marketing Directors lead and oversee all aspects of marketing for a company or organization. They develop and execute marketing strategies, manage marketing budgets, and analyze marketing data to measure the effectiveness of campaigns. This course will help you understand the Chinese consumer market and develop strategies to reach this important customer base. The course covers topics such as Chinese consumer behavior, digital marketing, and brand management in China.

See salaries and explore the career path for Marketing Director

Consumer Insights Manager

Consumer Insights Managers are responsible for developing and managing consumer insights for companies or organizations. They work with marketing and product development teams to identify and understand consumer needs and motivations. This course will help you understand the Chinese consumer market and develop strategies to develop consumer insights that can drive business decisions. The course covers topics such as Chinese consumer behavior, consumer insights, and digital marketing.

See salaries and explore the career path for Consumer Insights Manager