Understanding Chinese Consumers

Course Code Offering Department(s) Units & Hours
GDBU1085 MKT (3,3,0)
Download the course syllabus

What is the course about?

China’s economic reform has made it one of the most promising consumer markets in the world. With growing purchasing power, Chinese consumers seek more and better products to improve their lives, creating huge opportunities for international marketers. However, traditional understanding of consumer behaviour is based on Western conceptualizations which make it difficult for international marketers to understand the psychology and behaviour of Chinese consumers. In turn, the effectiveness of their marketing strategies is also limited.

GDBU1085 aims at providing non-business students with a self-contained and fundamental understanding of Chinese consumers. Specifically, it discusses how cultural values, the historical background, legal regulations, and socioeconomic trends affect Chinese consumers’ perception, attitude, and behaviour towards various marketing stimuli. Based on these understanding, the course will discuss how marketers can formulate effective and socially responsible marketing strategies to serve Chinese consumers.


Notes for all GE courses

  • You can take a maximum of 6 additional units of GE courses from any categories as electives.