wsu marketing study tour china final - western sydney

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PROGRAM OBJECTIVE

Learning will be encouraged through the following mediums:

√ Marketing Case Presentations where WSU Students will work on a marketing case forcompanies

√ 1 Marketing Lectures/Workshops at a University exploring collaborative initiative & studentexchanges.

√ On-location business visits and presentations by local marketing and consumer marketexperts with the opportunity to present questions and build connections.

√ Cultural site visits

√ Exposure to local culture, customs, and heritage on a daily basis

√ Cultural immersion and self-sufficiency through promotion of activities such as ‘unplanneddining’ or ‘local activities.

Consumer Market insight Shanghai is the largest consumer market among all mainland cities, supported by the rising income level and large inflow of tourists. Shanghai consumers are also being viewed as trend-setters for fashion and lifestyle products among the whole country.

Itinerary - Prepared By NEXSTEP Day 1 – Sunday 5 Jan 2020

Flight arrival into Shanghai, China You will be greeted by a NEXSTEP Representative, collect your luggage, and travel by charter coach from the airport to accommodations.

Check-in and Housing Orientation Essential housing orientation & safety advice is covered, as well as laws relating to the country to ensure a happy and safe stay. NSC representatives will remit participants with their welcome pack and will gladly answer any questions that may arise.

Dinner: Shanghainese Cuisine (included)

Enjoy the beautiful Bund Skyline (Evening)

DRAFT - Subject to Change

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Stroll down the picturesque bund with beautiful colonial architecture, former trading houses from the United States, France, the United States, Italy, Russia, Germany, Japan and the Netherlands as well as the consulates of Russia and Britain, a newspaper, the Shanghai Club and the Masonic Club. These buildings are now occupied by financial institutions. On the over side of the Huangpu river, you will see the financial hub of China, Lujiazui and its modern skyscrapers.

3* Hotel - Holiday Inn Express Zhabei or Home Inn Plus Shanghai Xujiahui Student- Shared Accommodation/Shared Bathroom facilities Leader- Single Accommodation En-suited Breakfast – Included in the Program

Day 2 – Monday 6 Jan 2020 Breakfast – Included in the Program

Understanding Chinese Culture through Food Borrowing from an age-old Chinese saying 民以食为天, food means everything to ordinary Chinese citizens. Even today, the same level of importance is placed on food in China and through food, we can understand the cultural nuances of modern Chinese society. The aim of this session is to give program participants greater awareness of Chinese food & dining etiquette that covers sitting arrangement, how to clink glasses, how dishes should be placed and more!

(Sharing conducted by NEXSTEP)

Cooking Class: Learn how to make Dumplings


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Lunch – Included in the Program Half Day Excursion – Shanghai Highlights This tour will introduce you to Shanghai most iconic features including People’s square, Nanjing West Road, the Bund and the skyline at Lujiazui. Students have a chance to socialize and network with industry professionals. Dinner – At own expense 3* Hotel - Holiday Inn Express Zhabei or Home Inn Plus Shanghai Xujiahui Student- Shared Accommodation/Shared Bathroom facilities Leader- Single Accommodation En-suited Day 3 - Tuesday 7 Jan 2020 Breakfast – Included in the Program 10am – 12noon: Business visit and presentation at Ethypharm https://www.ethypharm.com/our-company-sites/ Ethypharm S.A., a pharmaceutical company, develops oral modified release formulations. It focuses on developing, manufacturing, and licensing pharmaceutical products. The company develops drug delivery systems. It develops products for various therapeutic domains, including anti-infectious, cardiology, pain management, gastroenterology, and central nervous system. The company has Research and development sites in Europe, North America, China, and India. Ethypharm S.A was founded in 1977 and is based in Saint Cloud, France. Students will be presenting marketing strategies that will allow Ethypharm to grow their Asia – Pacific Business into the Business to Business Segment. Lunch – At own expense 130pm – 330pm: Business visit to Daxue Consulting https://daxueconsulting.com/


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Daxue Consulting is a market research and management consulting firm focusing on the Chinese market. We are leveraging a multiple-methodology approach in order to support clients’ needs, auctioning traditional methodologies as well as technology-driven tools. With offices in Beijing and Shanghai (as well as a commercial representation in Hong-Kong), Daxue Consulting’s team is composed of local and overseas-educated Chinese and china-educated foreign project managers. Our commitment to understanding clients’ challenges and base all our recommendations on data have convinced more than 100 clients to work with us and come back to us for new research projects. With a team of 15 full-time project managers and a network of hundreds of data-miners, Daxue consulting is able to cover China entirely in terms of data collection and research. Daxue Consulting is often solicited in order to work on market sizing, market opportunity assessment, acquisition and target identification, consumer understanding. We have worked with major international companies as well as for SMEs. Dinner – At own expense Day 4 – Wednesday 8 Jan 2020 Breakfast – Included in the Program 10am – 1130am: Business Visit to China Economic Review http://www.chinaeconomicreview.com China Economic Review is the premier English language China business magazine, with quarterly publications. It covers business, finance and economics in China. Gain a broad understanding of the Chinese Economy - the role of government in China’s economy, key growth sectors, challenges multinational corporations face and the evolution of marketing Lunch – At own expense 1.30 pm – 3.30pm: Wunderman http://www.wpp.com/wpp/companies/wunderman/office/wunderman-shanghai/ Wunderman is a network of advertising, marketing and consulting companies with offices in 60 countries. Headquartered in New York City, Wunderman is part of Young & Rubicam Brands and a member of WPP Group. Learn how marketing strategies are crafted and executed from some of the most respected marketing professions Dinner – At own expense 3* Hotel - Holiday Inn Express Zhabei or Home Inn Plus Shanghai Xujiahui Student- Shared Accommodation/Shared Bathroom facilities Leader- Single Accommodation En-suited Day 5 - Thursday 9 Jan 2020 Breakfast – Included in the Program 10am – 12noon: Company Visit


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Students will be presenting marketing strategies that will allow the company to grow their international market segment Lunch – At own expense 130pm – 330pm: Meeting with Shaun Rein: China Consumer Market Insights http://www.cmrconsulting.com.cn/about/shaun_rein.html

Shaun Rein is the Managing Director of CMR, the world's leading strategic market intelligence firm. He is one of the world's recognized thought leaders on strategy consulting. He is a columnist for Forbes on Leadership, Marketing, and China and for BusinessWeek's Asia Insight section. He is often featured in the Wall Street Journal, the Harvard Business Review, The Economist, The Financial Times, Newsweek International, Bloomberg, Time, and the New York Times. He is regularly interviewed by American Public Radio's Marketplace and NPR. He frequently appears to deliver commentary on CNBC's Squawk Box, Bloomberg TV, CBS News, and CNN International TV.

Dinner – At own expense 3* Hotel - Holiday Inn Express Zhabei or Home Inn Plus Shanghai Xujiahui Student- Shared Accommodation/Shared Bathroom facilities Leader- Single Accommodation En-suited Day 6 – Friday 10 Jan 2020 Breakfast – Included in the Program 10am – 12noon: Meeting with SMH International https://www.smh-int.com/home SMH International is a consulting agency providing 20 years of professional experience, conducting promotional contracts and providing in-market assistance to foreign companies & prominent individuals in China. Since its establishment in 1993, SMH has helped numerous foreign clients, including Arnold Schwarzenegger plan his trip to China when he was a governor. Gain an understanding into the importance of market intelligence and research especially when firms try to enter a new market. Watch how companies bridge the cultural divide and successfully communicate similar brand values in a new market. Lunch – At own expense 1.30pm – 3.30pm: University Visit (TBC Marketing Lecture) Dinner – At own expense Day 7 – Saturday 11 Jan 2020 Breakfast – Included in the Program 10am – 12noon: Café Culture - Starbucks


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https://www.forbes.com/forbes/welcome/?toURL=https://www.forbes.com/sites/kennethkim/2017/12/16/worlds-largest-starbucks-and-it-is-in-shanghai/&refURL=https://www.google.com/&referrer=https://www.google.com/ Visit the World’s highest grossing Starbucks cafe Lunch – At own expense Free and Easy Dinner – At own expense 3* Hotel - Holiday Inn Express Zhabei or Home Inn Plus Shanghai Xujiahui Student- Shared Accommodation/Shared Bathroom facilities Leader- Single Accommodation En-suited Day 8 - Sunday 12 Jan 2020 Breakfast – Included in the Program Lunch – At own expense Free and Easy Dinner – At own expense 3* Hotel - Holiday Inn Express Zhabei or Home Inn Plus Shanghai Xujiahui Student- Shared Accommodation/Shared Bathroom facilities Leader- Single Accommodation En-suited Day 9 – Monday 13 Jan 2020 Breakfast – Included in the Program Take High Speed Train to Beijing (About 5h) Lunch – At own expense on the train Check into hotel in Beijing Dinner – Traditional Beijing Cuisine (Provided) 3* Hotel - Beijing Prime Hotel Wangfujing or Holiday Inn Express Beijing Minzuyuan Student- Shared Accommodation/Shared Bathroom facilities Leader- Single Accommodation En-suited Day 10 – Tuesday 14 Jan 2020 Breakfast – Included in the Program 10am - 12noon: Meeting with Leo Burnett


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A premier advertising firm, Leo Burnett understands that businesses are all now multi-channel and Leo Burnett is structured accordingly. The Leo Burnett Group specialise in Advertising, Digital, Social Media, Content and Innovation, Sales Promotion, Direct Marketing, Event Management, Licensing and Luxury Branding.

Leo Burnett has one planning department across all these disciplines; one creative department creating ideas that work across all relevant media; one account management team and one production department. “We have one desired outcome: To make brands popular” Lunch – At own expense 230pm - 430pm: Meeting with Digital Marketing firm Digital Jungle is a full-service digital marketing agency that specializes in cross cultural projects & campaigns. Our core mission is to assist International organizations in deepening their brand relationships with a Chinese consumer; living in China or abroad Dinner - At own expense 3* Hotel - Beijing Prime Hotel Wangfujing or Holiday Inn Express Beijing Minzuyuan Student- Shared Accommodation/Shared Bathroom facilities Leader- Single Accommodation En-suited Day 11 – Wednesday 15 Jan 2020 Breakfast – Included in the Program 1 Day Tour of the Great Wall & Forbidden City (Lunch Provided) Dinner - At own expense 3* Hotel - Beijing Prime Hotel Wangfujing or Holiday Inn Express Beijing Minzuyuan Student- Shared Accommodation/Shared Bathroom facilities Leader- Single Accommodation En-suited Day 12 – Thursday 16 Jan 2020 Breakfast – Included in the Program Free & Easy Lunch – At own expense Take High Speed Train to Hangzhou (5 ½ h) Dinner - At own expense in the train 3* Hotel - Holiday Inn Express Hangzhou Huanglong or Huachen International Hotel Student- Shared Accommodation/Shared Bathroom facilities


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Leader- Single Accommodation En-suited Day 13 – Friday 17 Jan 2020 Breakfast – Included in the Program University Lecture on marketing Lunch – Provided Tour of Hangzhou Westlake Dinner - At own expense 3* Hotel - Holiday Inn Express Hangzhou Huanglong or Huachen International Hotel Student- Shared Accommodation/Shared Bathroom facilities Leader- Single Accommodation En-suited Day 14 – Saturday 18 Jan 2020 Breakfast – Included in the Program Fast Train to Shanghai (About 1h) Lunch – At own expense Free & Easy Dinner - At own expense 3* Hotel - Holiday Inn Express Zhabei or Home Inn Plus Shanghai Xujiahui Student- Shared Accommodation/Shared Bathroom facilities Leader- Single Accommodation En-suited Day 15 – Sunday 19 Jan 2020 Breakfast – Included in the Program Time for final packing

Lunch – Enjoy a slow peaceful lunch at Barbarossa, a bohemian restaurant built over a lake in People’s Square Garden.


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Prepare for flight back Your Tour Director will accompany you to the airport, where you will check in for your flight 3* Hotel - Holiday Inn Express Zhabei or Home Inn Plus Shanghai Xujiahui Student- Shared Accommodation/Shared Bathroom facilities Leader- Single Accommodation En-suited Disclaimer: Please note that all proposed activities, venues, accommodations, and dates are not guaranteed until bookings have been confirmed. Where changes are necessary, all efforts will be made to secure comparable bookings. Explanation of Terms Unscheduled Days During the program, there may be several unscheduled days which will allow for completion of academic projects, personal exploration of the cities and surrounds, or to allow you to catch up on personal needs such as resting, laundry, shopping, email, etc. Accommodation Your accommodation will be comfortable, safe and clean. Participants, unless otherwise requested, will be housed in shared accommodation, generally with twin beds. Program directors are housed in the same accommodation venues as participants, but in single, en-suited rooms. Laundry, postal, telephone and email facilities will be within walking distance to your accommodation. Unless alternatives have been specifically requested, most accommodation is located in or near the inner city to allow easy access to sites. All accommodation meets strict standards and has been personally inspected by NEXSTEP Restaurants & Meals Meals provided as part of the program will be served at reputable local venues. There will always be vegetarian options and all special dietary needs can be catered for where specified in advance. For meals not included in the program, the participants will have plenty of opportunity to dine out at local venues. Transport The itinerary has been designed to maximize comfort and safety. Transport will be either private bus charter or public transportation. All transport companies meet the highest standards and levels of insurances. NEXSTEP contracts with quality companies.


wsu marketing study tour china final - western sydney

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