Бакалавриат 2025/2026

Маркетинг в социальных сетях в Китае

Статус: Курс по выбору (Управление бизнесом)

Кто читает: Департамент маркетинга

Где читается: Высшая школа бизнеса

Когда читается: 4-й курс, 3 модуль

Охват аудитории: для своего кампуса

Преподаватели: Челнокова-Щейка Анна Витальевна

Язык: английский

Кредиты: 4

Контактные часы: 40

Course Syllabus

Abstract

The aim of the course is to form a basic understanding of the social media ecosystem in China and local promotional methods, taking into account the specifics of Chinese consumer behavior. Students will study the features of content creation and monetization opportunities on major platforms. The course covers key Chinese social platforms (WeChat, Weibo, Douyin, Little Red Book, etc.), their characteristics, and their audiences. Students will master tools for running marketing campaigns in China, including working with official accounts, using KOLs (Key Opinion Leaders) and KOCs (Key Opinion Consumers), and the basics of analytics on these platforms. Special attention is paid to cultural aspects of communication and their relationship with promotion in Chinese social networks. Students will learn to develop basic promotion strategies in collaboration with other specialists and to evaluate existing campaigns, considering the features of Chinese social media platforms, cultural specifics, and the use of modern promotional tools, including work with KOLs/KOCs.