Mar 2022
Register by Mar 05 2022
15 hours
Certificate of achievement
100% online

Choose your session

Start: Mar 12 End: Mar 19
Register by Mar 05 2022
Language: English
99 €

Course information

The fast-growing China market now accounts for over 35% of global luxury spending, and this percentage is on the rise. China is on track to become the biggest luxury market by 2025, as wealthy Chinese consumers travel less and splurge more in their home country.

During the online sessions with your professor based in Shanghai, you will be able to learn about the marketing insights, opportunities and constraints related to the launching a new luxury product or service in the China market.

Learn from recent case studies of successful foreign brands and analyse the risks and opportunities & conduct a market audit, SWOT analysis to maximize your chance of success in the modern China market.

You will also be able to use the latest market research provided as well as the videos of the application exercises.  You will develop a product or service that offers a great opportunity.

For ESSCA students, for any registration please contact us at contact.onlinecampus@essca.eu

  • Live sessions: two sessions of 3 hours (Saturdays: March 12, March 19 from 9 to 12 am CET time)
  • Autonomous work (with interaction): around 9 hours
  • Who is this course for?

    To follow the course, participants should have an intermediate level of knowledge and experience in international business and an interest in the Asian market.

    Whether you are a student, young professional or more experienced, you will enjoy this course if you wish to:

    – Improve a specific skill related to a topic or theme.

    – Interact with experts who will help you to address challenges and identify opportunities for your future, giving you constructive feedback.

    – Deepen your knowledge and apply it to your professional life.

    – Discover and practice new skills and receive a certificate of achievement at the end of the course after evaluating your knowledge.

  • What is the content of this program?

    You will follow various exercises as you prepare individually for the two 3-hour workshops with your professor. These live sessions will be based on French time (Paris). You will participate to a total of 6 hours of classes with your professor based in Shanghai.
    This programme encourages you to work for 6 other hours independently by following different exercises on our platform: videos, quizzes and other content.

    Workshop 1

    The first workshop is dedicated to understanding the modern Chinese market:

    – Understand the Chinese government’s “Common Prosperity” initiative;

    – Know how digital technologies are changing consumer behaviour;

    – Learn how product localization is crucial for luxury goods in China.

    Workshop 2

    The second workshop is dedicated to the development of a new luxury product:

    – Analyze the challenges with conducting market research in China;

    – Follow the product development of a luxury good from around the world;

    – Understand how the economic slowdown after Covid-19 has changed the perception of luxury.


    You will develop a comprehensive marketing strategy for a new luxury product or service for the China market. This project will allow you to evaluate your understanding of the concepts and to assess your ability to implement them in practice.

  • How will this program benefit my career?

    At the end of the course, you will:

    Acquire knowledge of the basic concepts of marketing in China and learn to integrate them into the construction of an operational project;

    Identify the opportunities and risks during new product development;

    Develop the ability to build a professional project independently.

  • Practical information
    • Live sessions: two sessions of 3 hours (Saturdays)
    • Autonomous work (with interaction): around 9 hours
    • Minimum number of participants to open the course: 5 students

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