SMM marketing in China

2024/2025

Учебный год

ENG

Обучение ведется на английском языке

3

Кредиты

Кто читает:

Департамент менеджмента

Статус:

Курс по выбору

Когда читается:

1-й курс, 2 модуль

Преподаватель

Наседкина Анастасия Дмитриевна

Course Syllabus

Abstract

This course provides students with a comprehensive understanding of digital marketing strategies in China, focusing specifically on social media marketing (SMM). The curriculum covers the unique characteristics of China’s digital ecosystem, the dominant social media platforms such as WeChat, Weibo, Douyin (TikTok), and Xiaohongshu (Little Red Book), and explores how these platforms are utilized for brand promotion, engagement, and monetization. The course combines theoretical learning with practical applications, preparing students to create a basic SMM strategy tailored to the Chinese market and equipping them with the skills to navigate the complexities of this fast-evolving landscape.

Learning Objectives

• Gain knowledge and understanding of social media marketing in China and its cultural context.
• Be able to design a basic social media marketing strategy for a brand targeting the Chinese market for B2B&B2C clients.

Expected Learning Outcomes

• Demonstrate a basic knowledge of the major social media platforms in China (WeChat (Tencent), Weibo, Douyin, Xiaohongshu, etc.).
• Identify and explain the key differences between these platforms, along with their impact on digital marketing strategies.
• Methods of promotion on these platforms and conditions for launching advertising
• Apply knowledge of China’s digital marketing landscape to develop effective social media strategies.
• Analyze and interpret social media content and data to optimize marketing outcomes.
• Demonstrate a variety of essential skills, including information processing, research, teamwork, critical thinking, and creative problem-solving in the context of social media marketing.

Course Contents

• Introduction to China’s Digital Ecosystem. Key Social Media Platforms in China
• Chinese Marketplaces & Key Aspects of Advertising Law in China
• Entering the Chinese Market Without a Chinese Legal Entity
• Developing a Marketing Strategy for China
• Influencer Marketing in China: Leveraging KOLs and KOCs for Brand Success
• App & Game Promotion in China

Assessment Elements

• Seminar Participation
  Discussions, Quizes, Cases
• Content Plan Preparation (team work)
• Media Plan Preparation (team work)
• Exam (Final promotion strategy of product or services in China)

Interim Assessment

• 2024/2025 2nd module
  0.2 * Content Plan Preparation (team work) + 0.4 * Exam (Final promotion strategy of product or services in China) + 0.3 * Media Plan Preparation (team work) + 0.1 * Seminar Participation

Bibliography

Recommended Core Bibliography

• Fuchs, C. (2014). Social Media : A Critical Introduction. SAGE Publications Ltd.

Recommended Additional Bibliography

• Social media : a critical introduction, Fuchs, C., 2014

Authors

• BUDKO Viktoriia ALEKSANDROVNA