Since the year of 2012,the Summer School in the Business School has been successfully held for 5 timesunder the support of the Personnel Department, the Academic Affairs Office, theInternational Cooperation Office, and the Logistics Service Group.
We have invitedpreeminent professors from well-known universities overseas to impart the mostfrontier and up-to-date insight to our students. Students may be able to haveaccess to such top-notch professors in flesh without going abroad, anddiscuss with them the knowledge of international business.
In 2016, the SummerSchool tend to set up a total of five courses, starting fromJuly10, 2017toJuly 21, 2017. The morning session is from8:30am. (UTC+8)to11:30am. (UTC+8)and the afternoon session is from2:00pm. (UTC+8)to5:00(UTC+8).
Students from all Schoolscan apply for the programme, however, applicants may be selected beforeenrollment. Credits and certificate may be given after students finish allrelevant courses and pass exams required.
1.1 International Market Research andInnovation
Course Description:
This course is co-supported by Gfk Vereinand invites experts either from business practice and from academia. The courseis on the subject of market research and teaches qualitative andquantitative research methods along with the ways of designing market research,collecting data and utilizing analytical tools. Via lectures and casediscussions, participants are able to have abundant access to the mostup-to-date theories and hands-on experiences. Certificates will be provided byboth CUFE and GfK after the course ends and all relevant criteria met.Additionally, GfK would like to provide the top students in class with theopportunity of having an internship in its Chinese branch.
Lecturer：Prof. Dr. Raimund Wildner
Managing Director and Vice President, GfK Verein
Mr. PeterGoldman
VP, Global Key Accounts – Home, Consumer Choices, GfK
Ms.Phyllis Macfarlane
Global Training Director CE, GfK
Dr.Fabian Buder
Project Manager, University Cooperation, GfK Verein
Dr.Andreas Neus
Head of University Cooperation, GfK Verein
Prof. Dr.Nicole Koschate-Fischer
Marketing Intelligence Chair，Nuremberg University
Dr. MarekJiruse
Marketing Sciences Specialist，GfK
Credits：72hrs;4credits
Intended Students：3rd YearStudents (Juniors)
1.2 Luxury Industry Analysis Management
Thiscourse has a strong focus in the industry of luxuries. It introduces theorigin, development, the status quo and the trait of various luxury brands, aswell as the involute relationship between them. It may also introduce with deepindustrial insight the procedure on luxury brand managing and the futuredevelopment. A field-trip to local luxury stores is required, which may providehands-on opportunity for participants to understand thestatus quo of the local luxury industry better.
Lecturer:AlainCognard
Professor of Management, ESCP Europe-CANM
Credits:36hrs; 2 credits
Intended Students:2ndYear Students (Sophomore)
1.3VisualLiteracy forManagement
Course Description
The objective of the course is to increase the visual literacy oflearners in themanagementcontext. Visual literacy can be defined as the ability to critically andcompetently evaluate, apply and createvisual representations for diverse applicationcontexts.
This courseaimsatenhancing learners’cognitive and communicative skills through the use ofconceptual visualization for internal and external communicationinorganizations.
After this course students should be able to use, select and createappropriate visual representations for specific communicative and collaborativetasks in organizations such as presenting, generating ideas, decision makingand planning. They should be able to evaluate the advantages and disadvantagesof visual representations, toimprovetheir shortcomings and devise new ways of representing management-relatedinsights.
The coursewillgivelearners a comprehensive overview of the main forms of corporate and managerialvisualization, including quantitative charts, conceptual diagrams, sketches,visual metaphors, interactive/online visual representations and infographics.Through the course learners should acquire a solid understanding of thetheories related to visualization, know current applicationsinmanagement and explore emergingtrends.
Lecturer:Sebastian Kernbach
Project Managerand Research Associate,University of St.Gallen
Credits:36hrs; 2 credits
Intended Students:2nd Year Students(Sophomore)
1.4VisualThinking and CustomerInsight
Course Description:
VisualThinking
Visual thinking focuses on the method of investigation, whichintends to teach participants how to search for effective information fromnumerous interviewees. It also focuses on the collecting, arranging and carefulanalysis of data information, which helps cultivate participants’ ability toobserve and their sensitivity towards information.
CustomerInsight
Customer insight tend to observe and understand consumers’ demandfrom their behavior, motivation and trend. It also requires participants tohave hands-on experiences in order to have a better understanding of consumers’sentiment and needs, so as to give constructive opinions on the innovation andimprovement of different products.
Lecturer：Prof. Dr. Simon Bolton
Associate Dean (Research and Enterprise), BirminghamInstitute of Art and Design, Birmingham City University
Credits：48hrs;2credits (including a 12 hrs’ field trip)
Intended Students:1st Year students(Freshman)
1.5Global Marketing and CommunicationStrategy
Course Description:
Global Business Strategy examines the diverse advantages andcomplications of multinational organization with emphasis on translatingmarketing, financing, and operating plans in light of geographical, cultural,and legal differences across the globe. It will also cover strategyconsiderations for trans-global management.
Course Objectives:
It is the goal of this course to give students a fundamentalunderstanding of the environment in which international business operates andof the business practices required to compete successfully in global marketswith distinct cultural differences.
Lecturer：Dr. Lois Bitner Olson
Lecturer, Marketing Department,School of Business Administration,
San Diego State University
Credits：36hrs;2credits
Intended Students:1st Year Students (Freshman)
All students are welcometo apply, while applicants have to first fill in the chart of the 2017 SummerSchool Project in Business Application Form.
The paper version of theform shall be collected by class monitors in charge, and be handed in to theOffice of Students’ Affair . The e-version of the chart shall also be collectand sent to the required mailbox.
E-mail address: cufesummerschool17@163.com
Due date:12:00 p.m (UTC +8)., Friday, 26 May, 2017
Contact address:Room 304, Lilac Garden Building No.1, CUFE Shahe Campus
All credits received from the Summer School can be recorded andcalculated in the academic management system. However, students should bare inmind that it is up to each School and Major to decide independently and thenofficially approved whether the credit can be used as a substitute for otherrequired credits.
Appendix 2：Schedule and Lecturers’Profile
International Market Research and Innovation
Lecturers：
Prof. Dr. Simon Bolton, Birmingham City University,Professor, Vice Dean (United Kingdom)
Prof. Dr. Alain Cognard,Professor,ECSP(France)
Dr. Lois Bitner Olson，Lecturer, Marketing Department, School of Business Administration,San Diego State University
Dr. Sebastian Kernbach，Project Manager and Research Associate,University of St.Gallen
GfK VereinTeaching team led by ProfessorRaimund, Vice Presidentof GfK(Germany)
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