The Chinese Marketplace: Globalization and Local Transformations
Lecturer:Prof. dr. PAN Tianshu
Credits:3 Fudan University credits, 5 ECTS equivalent
This course addresses several major themes focusing on the dynamics of China’s unprecedented socioeconomic transformations. Topics covered will include the implications of globalization for everyday life in the local contexts, the rise of consumerism in contemporary China, important policies and various emerging markets etc. One important goal of this course is to provide a set of conceptual tools and a new perspective that will hopefully help you better describe and understand the social world around you. In learning this new perspective, I hope that you develop a critical, even “skeptical” view toward superficial explanations of take-for-granted practices by replacing your common sense understandings of interpersonal interactions with an uncommon sense about the links between individual experiences, structural forces and particular marketplaces.
It is my hope that we can work together as a learning community to explore issues of general interests. Well-documented case studies and business ethnographies will be woven into in-class discussions of these major themes as a way of grounding theory in marketing practices. Course reading is arranged in weekly units around specific thematic issues. Discussions of the case study materials will be accompanied by presentations of the instructor’s research on a range of topics related to the application of anthropological/sociological methods of inquiry to business practices in different field settings.
Week 1 Course Overview
Week 2 The Validity of “Soft Data” /Why Culture Matters
Week 3 Quality Growth and Sustainable Development: the Shanghai Story
Week 4 Understanding Chinese “Entrepreneurialism:” Past as the Prologue
Week 5 Invited Talk: (Dr. Ding Mei)
Week 6 Understanding Chinese “Entrepreneurialism:” Women Holding Up Half the Sky?
Week7 Consumer Revolution: Views from the Top
Week8 Consumer Revolution: Views from the Bottom
Week 9 Rules and Etiquette: Guanxi and Reciprocal Exchange
Week 10 Invited Talk ( Xingyan Peng)
Week 11 Branding and Marketing: Ethnographic Insights
Week 12 Field trips
Weeks 13-15 Group Presentations