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* Cross-cultural Business in China (Marketing, Management, Business)
Beijing, China; Chengdu, China; Shanghai, China (Outgoing Program)
Program Terms: Summer
Budget Sheets Summer
CSU Deadlines / Program Dates:
Term Year App Deadline Decision Date Start Date End Date
Summer 2018 12/01/2017 12/15/2017 06/29/2018 08/11/2018
Early application deadline: December 1, Final application deadline: February 15; Participants will depart the U.S. on July 28 to arrive in China on July 29.
Fact Sheet:
Grade Point Average:
Language(s) of Instruction:
Program Coordinator:
Aimee Jones Program Type: CSU Short Term Program
Areas of Study:
Program Description:

Cross-Cultural Business 
in China




Program At-a-Glance

WHEN:  July 29 (arrive in China.) - August 11, 2018

CREDITS: All committed students will be registered for MKT 482A (undergraduate) or BUS 690A (graduate): Cross-cultural Consumer and Business Marketing (3 credits) through CSU's Division of Continuing Education. All tuition and program charges will be billed at the start of the summer term.

COST:  Please see the detailed budget sheets above. The program fee includes tuition and fees for 3 credits, hotel accommodations, some meals, business visits, cultural excursions, orientation, faculty support, international medical and evacuation insurance and Education Abroad administration. The above cost does not include international airfare, some meals, passport and visa fees, and personal spending money. 

SCHOLARSHIPS: Applicants for this program are eligible for scholarships through the Office of International Programs.

PROGRAM LEADERS: Dr. John Weiss, Marketing, Colorado State University .

ELIGIBILITY REQUIREMENTS: Minimum 2.5 GPA. Instructor Approval. Good disciplinary standing. Open to undergraduate and graduate students.

Academic Overview

This CSU faculty-led summer program is designed to equip students with cross-cultural business knowledge and amplify their ability to compete in the global economy. Using the lens of global marketing strategy, the course adopts the Chinese economy and its market actors as an extended “case study” for applying cross-cultural business practices. Students will develop in-depth knowledge of both the contextual landscape in China, including history, politics, legal, policy, cultural norms, technology, and media as well as strategic fields of inquiry, such as emerging market segments, consumer culture, branding, market research, and product design in China. Sessions will draw upon case examples from successful Western firms in China such as Apple and KFC as well as domestic firms like Haier and Lenovo.

Beyond dialogue around readings and cases, students will apply marketing strategy concepts within an extended business simulation game based on the automotive industry in China. Specifically, students will compete in pairs and analyze consumer-product relationships, choose target market segments, and design a marketing mix strategy. 

Course Objectives

  • Cultural and Consumer Literacy in Asia: gain knowledge of Asian history, geography, politics, and culture as a pretext for understanding how Chinese consumers and managers think, feel, and act in different and similar ways to consumers in other markets.  
  • Cross-Cultural Marketing Strategy: evaluate factors shaping the necessity and effectiveness of standardization-adaptation as well as apply marketing strategies for Chinese market segments
  • Through case simulation, improve skills in market information analysis, interpretation, and strategic decision-making. 
  • Environmental Force Analysis: identify the critical forces shaping the risks and opportunities inherent in Asian markets, with a focus on China; assess market potential, business models, and methods for entering Chinese markets.
  • Societal Discourse: understand consumption and marketing in developing-subsistence marketplaces (around 900 million in China living on less than $5/day) and the roles of social and sustainable enterprise. 


The international component of the program will take place in Beijing, Chengdu, and Shanghai, China.  Beijing is the political capital with 22 million residents as well as a city rich with China's long history.  Beijing is home to some of China's most treasured historical sites, like the Forbidden City and the Great Wall. Shanghai, with a population of 23 million, is known for its long history of foreign influence, fashion, and economic prowess.  The new, financial district of Pudong is home to some of the tallest skyscrapers in the world.  Chengdu, with a population of over 14 million, is famous for their research center for Giant Panda breeding.  All three cities offer unique experiences and opportunities for learning about various companies. 

Housing and Meals 

Students will be staying in shared hotel rooms throughout the duration of the program. Breakfasts are provided in most hotels and some lunches and two dinners will also be provided for the group.