China Digital Marketing Master Class

1st Weekend – 8-9 July 2023
2nd Weekend – 15-16 July 2023

Peking University HSBC Business School - UK Campus & Dao Insights are collaborating to bring you a summer course taking place over two weekends this summer (8-9 and 15-16 of July), where you will work with course leaders to master hands-on digital marketing tactics and techniques which will enable you to succeed in the Chinese market.

What you will recieve from this course:

  • Issuance of the certificate of completion from Peking University HSBC Business School - UK Campus
  • Understand the Chinese marketing landscape
  • Identify powerful content for your audience
  • Experience best practices from real-life China digital marketing campaigns
  • Network with guest lecturers from global brands' marketing department
  • Immerse yourself in local social media platforms like Douyin and WeChat
  • Launch your digital business!

Course Summary

Certificate awarded by Peking University HSBC Business School - UK Campus

Course Schedule
Takes place over two weekends: 8-9 July and 15-16 July
4 x days, 2 x modules per day
2 hours per module, 8 hours per weekend
16 hours in total over 2 weekends
Study Method
Offline learning & Live streaming remote learning
Peking University HSBC Business School UK Campus (Oxford)
Apply Now * Get your 20% early bird discount NOW!

Course Overview

The course is an advanced module for marketing students and professionals who already have some experience with marketing projects in China seeking and executional level of understanding.

Course Starting date: 8 July 2023

Offline learning - Available to book NOW

Live streaming remote learning – Available to book NOW

15% discount to Dao Insights Subscribers (Please put "Dao Insights" in your registration form under "Name of the friend or group if selected above")

EARLY BIRD 20% discount is applied for all registration before 15th May


There's still availability for in campus learning and live streaming remote learning spaces for the course, you will be interacting with lecturers, guest speakers and fellow students during the course. You will be expected to work in a group with other students with the course classes and will have a final assessment at the end of the course.

Course Schedule

8-9, 15-16 July 2023 – 8 modules (16 hours in total)


In today's highly competitive Chinese consumer market, global brands and retailers need to change their marketing strategies to appeal to local consumers, and to offer a complete customer experience. From a marketing perspective, the 4 main Chinese social media platforms - WeChat, Weibo, Douyin and Xiaohongshu (RED) - are key to helping brands and companies raise awareness, gain engagement, and sell products.

In-depth courses on China’s digital marketing:
Day 1 Chinese’s digital marketing overview

Since China began to openup and reform its economy in 1978, her GDP growth has averaged almost 10 percent a year, and more than 800 million people have been lifted out of poverty. This is a remarkable change in the last 30+ years. These factors all contribute to extremely unique market conditions and consumer behaviours which will be explained in detail. To enter the Chinese market on a sure footing, you need know the emerging trend and understand your customer. This module will equp students with the tools to do exactly this.

Day 2 WeChat & Weibo

WeChat is the number 1 social media platform in China with at least 1.2 billion monthly active users. Despite its primary use as a messaging platform, it has evolved over the years with innovative and advanced features for companies and brands to interact with their followers.

Weibo is the second most used social network in China. It is a micro-blogging platform and is considered a mix of Facebook, Twitter, and Instagram. Companies and brands use it to increase brand awareness, communicate to the masses, and convert users to customers as it is a one-to-many platform.

Day 3 RED & Douyin

Xiaohongshu (RED) is an emerging app with quick growth in the past year with 100 million monthly active users. This platform is a mix of social networking and cross-border e-commerce. It is used extensively by beauty, fashion, luxury and lifestyle brands.

Douyin is the Chinese counterpart to TikTok and it is the fastest growing app in China with 475 million monthly active users. Users scroll through mini-videos, and it has proved highly effective for international brands in China.

Day 4 Influencer marketing & Content marketing

In China, the significance of influencer marketing lies in its capacity to rapidly expand brand outreach, enhance product awareness, and drive higher sales, making it an essential strategy for businesses seeking to succeed in this competitive market. In order to effectively engage with your target audience, it is important to convert your understanding of your target audience and your brand positioning into powerful content. After all, Content is king.


Master Course - £1,500 plus VAT

*15% permanent discount to Dao Insights Subscribers (Please put "Dao Insights" in your registration form under "Name of the friend or group if selected above")
* EARLY BIRD 20% discount for registration before 15th May

Who Shall Take The Course

  • Students - College/University students with basic knowledge of marketing can learn and start their career in the digital marketing field.
  • Sales/ Marketing professionals - who want to expand their knowledge of the China market and learn more about its social media tools.
  • Individuals/Freelancers - Individuals working in different fields who want to branch out into the China digital marketing industry.
  • People looking to switch career - Individuals who are interested in China digital marketing and want to pursue a new career path.
  • CMO's - Seasoned pros from the world of marketing looking to attain a clear knowledge of the China marketing industry.
  • Business Owners - Those who wish to strike out successfully into an exciting market full of opportunity.

Ask a Question

Enquiries and for more information about this course, please email:

Peking University HSBC Business School Dao Insights