MBA Students Head to Beijing for an Immersive Learning Experience on Marketing to the Chinese Consumer
Nearly 40 Wharton MBA students spent part of their spring break in Beijing this year. They joined local MBA students from Peking University’s Guanghua School of Management for a three-day Global Modular Course on “Marketing in Emerging Economies: Understanding and Marketing to the Chinese Consumer.” The class split their time between Penn Wharton China Center, Peking University, and field visits to visit local companies.
Led by John Zhang, the Tsai Wan-Tsai Professor of Marketing at the Wharton School, the course is designed to help students gain insight into the common characteristics of Chinese consumers, the pricing environment, the investment market, and entrepreneurship in China so that they can devise better marketing strategies for the Chinese market.
