China Digital Marketing Master Class

Peking University HSBC Business School - UK Campus & Dao Insights are collaborating to bring you a 2-week summer course starting 18 July 2022, 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 Start Date
18 July 2022 Week 1 - Introductory course 5 modules (15 hours)
25 July 2022 Week 2 - Advanced course 5 modules (15 hours)
Length
2 weeks' course (30 hours)
Study Method
*Offline - Peking University HSBC Business School - UK Campus in Oxfordshire (OX1 5HR)

*Course also available online

Course Overview

The course is split into two sections; an introductory module for students or marketing professionals who have very limited knowledge of marketing in China, and an advanced module for marketing professionals who already have some experience with marketing projects in China seeking an executional level of understanding.

Course Starting date: 18 July 2022

Students can choose to sign up for either of the courses, however a special discount of 15% will be applied if one signs up for both courses.

Accessibility

Face-to-face tutorials at the Peking University HSBC Business School - UK Campus in Oxfordshire (OX1 5HR). The campus has disabled access and the course is also available to take online via live stream.

You will be expected to work in a group with other students with the course classes and events taking place between 2-6PM GMT time

Introductory Course

Week 1 (18-21 July 2022) - Introductory course 5 modules (15 hours in total)

Overview

With a population of more than 1.4 billion, the Chinese market is one of the most active and attractive markets in the world, but Chinese consumers and the methods of reaching out to them are vastly different to the West. In this module, you’ll gain an understanding of the Chinese market, its main consumer groups, and the digital trends shaping consumer behaviour in modern China.

China's Digital Landscape
Module 1 The Chinese Digital Landscape

In this first module, the aim is to explain the context and set the stage for “why China is the way it is”. 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.

Module 2 Knowing your audience

The Chinese market is quite complex as it is always changing and accelerating with the continued integration of social media and new technologies. To enter the Chinese market on a sure footing, the best tactic is to identify your consumer group and understand their consumer behaviour. This module will equp students with the tools to do exactly this.

Module 3 Competitive Advantage - Marketing & Sales Channel Overview

Online shopping is becoming increasingly prevalent and accessible. Consumers have come to expect personalised and targeted advertising. To ensure a competitive advantage in the Chinese market, it is necessary to understand the Chinese consumers and this is best made possible by collecting data about their consumption behaviour to give your endeavour the edge it needs

China's Social Media Landscape (overview)
Module 4 WeChat & Weibo Social Media Channels
Module 5 RED & Douyin Social Media Channels

Global brands and companies tend to concentrate their interaction with consumers on western social media platforms like Facebook, Instagram, Twitter, and Whatsapp. This approach is not necessarily transferrable to the Chinese market, and modules 4 & 5 build on the consumer behaviors established in the preceding modules to give an overview of China's own unique social media platforms.

Advanced Course

Week 2 (25-28 July 2022)- Advanced course 5 modules (15 hours in total)

Overview

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 the 4 main Chinese social media platforms
Module 1 WeChat

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.

Module 2 Weibo

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.

Module 3 RED

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.

Module 4 Douyin

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.

Module 5 Content marketing

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.

Fees

Introductory Course - £1,000
Advanced Course - £1,200

*students who signed up for both courses get a 15% discount on the total course fee
*15% early bird discount is also applied for registration before 15 June

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.

Register for this course

Ask a Question

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

Peking University HSBC Business School Dao Insights