Overview
This intermediate interdisciplinary course examines consumer behavior, commercial practices, and cultural meaning in contemporary China and Chinese-speaking markets. Students study the historical development of consumption, urbanization, rising incomes, regional markets, generational cohorts, family purchasing decisions, and the influence of social identity on brand preferences.
The course introduces concepts from marketing, economics, cultural studies, and market research through the analysis of guanxi, trust, face, reputation, gift-giving, luxury consumption, domestic and international brands, advertising, retail formats, live commerce, mobile payments, social commerce, e-commerce platforms, influencer marketing, and consumer data.
Students interpret consumer trends, compare Chinese and other market contexts, evaluate localized branding strategies, analyze advertisements and platform campaigns, and communicate findings using appropriate business vocabulary and cultural frameworks. Ethical research practice, cultural sensitivity, and critical evaluation of commercial activity are emphasized.
Learning Outcomes
- Analyze historical, economic, social, and cultural factors shaping consumer behavior in China and Chinese-speaking markets.
- Apply marketing, economics, cultural studies, and market research concepts to contemporary commercial cases.
- Evaluate the roles of guanxi, trust, face, reputation, family, generation, and social identity in purchasing decisions.
- Compare consumer trends, retail systems, digital platforms, and brand strategies across Chinese-speaking and other market contexts.
- Interpret consumer data and qualitative research findings using appropriate analytical and cultural frameworks.
- Critique advertising, influencer marketing, live-commerce, and social-commerce campaigns for effectiveness, ethics, and cultural sensitivity.
- Develop a market-entry or brand strategy proposal incorporating segmentation, positioning, communication, research evidence, and cultural adaptation.
- Communicate market analysis clearly using appropriate business vocabulary and professionally structured written and oral formats.
Timetable
| Type | Length | Frequency | Period |
|---|---|---|---|
| Lecture | 2 hours | Weekly | All semester |
| Tutorial | 1 hour | Weekly | All semester |
| Workshop | 2 hours | Fortnightly | All semester |
Assessment Schedule
| Type | Description | Weighting |
|---|---|---|
| Assignment | Consumer culture case study | 15.00% |
| Assignment | Market profile | 20.00% |
| Assignment | Advertising and platform campaign critique | 15.00% |
| Deliverable | Consumer interview or observational research report | 20.00% |
| Capstone | Final market-entry or brand strategy proposal | 30.00% |
Prerequisites
Teaching Staff & Programs
This course is delivered jointly by faculty from the participating programs listed below. In line with the Douchewater Way, the University of Sexology tailors core instruction directly to each cohort's specific discipline — adapting curriculum to program needs rather than forcing students into a one-size-fits-all model. Learn more about our approach at The Douchewater Way.