Магистратура
2026/2027
Особенности бизнеса и маркетинга в Азии
Статус:
Курс обязательный (Маркетинг: цифровые технологии и маркетинговые коммуникации)
Где читается:
Высшая школа бизнеса
Когда читается:
2-й курс, 2 модуль
Охват аудитории:
для своего кампуса
Преподаватели:
Веселова Людмила Сергеевна
Язык:
английский
Кредиты:
3
Контактные часы:
24
Course Syllabus
Abstract
"Marketing Technologies in the Asian Market" is a compulsory course for second-year students of the Master's program "Marketing: Digital Technologies and Marketing Communications." Modern Asia is not only the fastest-growing region in the world but also a unique business ecosystem, where Western marketing paradigms often fail without deep adaptation to the local context. The goal of this course is to develop a systemic understanding of the architecture of marketing technologies in Asian countries (with a focus on China, South Korea, Japan, and ASEAN countries) and to develop practical skills in building effective marketing strategies in this multicultural space.
Learning Objectives
- To provide students with a comprehensive and structured knowledge of the unique digital ecosystems, key platforms, and consumer behavior patterns in China, South Korea, Japan, and the ASEAN region.
- To cultivate the ability to critically analyze market entry opportunities, select appropriate marketing technologies, and adapt global marketing paradigms to local Asian realities.
- To bridge the gap between theoretical marketing knowledge and the practical application of digital tools, platforms, and legal frameworks in a dynamic, polycultural business environment.
Expected Learning Outcomes
- Understand the architecture and key players within the digital marketing ecosystems of China, South Korea, Japan, and ASEAN countries
- Analyze Asian consumer behavior and cultural nuances and able to create effective and resonant marketing campaigns.
- Effectively communicate and collaborate within a team to produce multi-channel marketing strategy for the Asian market.
- Evaluate successful and failed cases of international companies entering the Asian market and extract key learnings for future strategies.
Course Contents
- 1. Introduction to Asia's Digital Landscape and Key Trends
- 2. The Chinese Digital Ecosystem: Overview and Key Platforms
- 3. Chinese Consumer Behavior, Trends and E-Commerce
- 4. Strategy, Content and Advertising in China
- 5. Digital Ecosystems of South Korea and Japan
- 6. Digital Marketing in ASEAN Countries and Regional Strategy
Interim Assessment
- 2026/2027 2nd module0.5 * Final Test + 0.2 * Seminar assignments + 0.2 * Mini-tests + 0.1 * Presence on Lectures
