The course will help students understand the challenges in planning and implementing an advertising strategy in China. Specifically, students will develop the ability to analyse the dynamic and diverse market environment in China and to strategically plan and implement advertising solutions there. Issues relevant to developing advertising solutions in China will be discussed, such as understanding its market structure, culture, consumption patterns, branding issues in international and local business, as well as the opportunities and challenges brought on by the new media. Being an institution, business and industry, advertising has been a major force shaping market development in China. The course is designed to enhance the students’ understanding of the fast-changing market environment there and to assist them in developing the strategic thinking and skills necessary to plan and implement advertising programmes.