cufe business school provide 4 courses in the 2023 cufe international summer school. all courses will be delivered in classroom.
course description
analyzing and visualizing market research data with r
thiscourse isco-supported by nuremberg institute for market decisions (formerly gfk verein). the course is on the subject of market research andteaches qualitative and quantitative research methods along with the ways ofdesigning market research, collecting data and utilizing analytical tools. vialectures and case discussions, participants are able to have abundant access tothe most up-to-date theories and hands-on experiences. certificates will beprovided by both cufe and gfk after the course ends and all relevant criteria. additionally, gfk would like to provide the top students in class with theopportunities of having an internship in its chinese branch.
lecturer profile:
dr. andreas neus
managing director and vice-president, nim
dr. fabian buder
head of future and trends research, nim
dr. matthias unfried
head of behavioral science, nim
hours and credits: 32 hours, 2 credits
target students: 2nd year ug
time (beijing time):
week 19, monday-wednesday, 14.00-17.30; week 20, monday, 14.00-17.30
1.2entrepreneurship marketing
this course is about the marketing challenges in an entrepreneurial firm. entrepreneurship isthe discovery, enactment and pursuit of new business opportunities. successful execution of an entrepreneurial idea requires a sound marketing plan. in this course, we will investigate how marketing tools can enable entrepreneurs to realize the full potential of their ideas.
at the end of this course, students will be able to:
apply basic marketing concepts in entrepreneurial settings.
understand how marketing tools can help overcome some of the challenges faced by new ventures and thus the contribution of marketing to entrepreneurial success.
understand the purpose of a marketing plan for an entrepreneurial idea as well as its fundamental components.
develop a marketing plan for an entrepreneurial idea.
lecturer profile:
dr. xiaoming yang
associate professor, nebraska state university at omaha, usa
hours and credits: 32 hours, 2 credits
target students: 2nd year ug
time (beijing time):
week 19, monday-wednesday, 8:00-:11:40; week 20, monday-friday, 8:00-:11:40
1.3 global marketing and communication strategy
global business strategy examines the diverse advantages and complications of multinational organization with emphasis on translating marketing, financing, and operating plans in light of geographical, cultural, and legal differences across the globe. it will also cover strategy considerations for trans-global management.
it is the goal of this course to give students a fundamental understanding of the environment in which international business operates and of the business practices required to compete successfully in global markets with distinct cultural differences.
lecturer profile:
dr. lois bitner olson
marketing department, school of business administration, san diego state university
hours and credits: 32 hours, 2 credits
target students: 1st year ug
time:
week 19, mon-wed, sun, 8.30-12.00; week 20, mon-fri, 8.30-11.30
1.4 luxury industry analysis and management
thiscourse has a strong focus in the industry of luxuries. it introduces theorigin, development, the status quo and the trait of various luxury brands, aswell as the involute relationship between them. it may also introduce with deepindustrial insight the procedure on luxury brand managing and the future development. a field-trip to local luxury stores is required, which may providehands-on opportunity for participants to understand thestatus quo of the local luxury industry better.
lecturer profile:
professor alain cognard
professor of management, escp europe
hours and credits: 32 hours, 2 credits
target students: 1st year ug
time:
week 19, monday-wednesday, sunday, 14.00-17.30; week 20, monday-friday, 14.00-17.00
how to apply?
all cufe students are welcometo apply through the university class selection platform.