This course is designed to engage students with a variety of regional/global practices and approaches in the creative economies. Experiential learning and knowledge exchange will be applied throughout the course to develop students’ understanding of international marketing environment in a different cultural context, help them construct a global perspective, provide them with the opportunity to analyze an organization of their interest, and to apply and integrate the marketing concepts they have learnt during their studies in the program.

The course will adopt a three-phase approach. Attendance and punctuality at all scheduled meetings in the Pre-Trip, Field Trip, and Post-Trip Phases are mandatory. Pre-trip and post- trip class/seminar/presentation sessions will expand marketing students’ knowledge of global marketing. And students are required to compose a research proposal in the pre-trip phase and complete the research in the post-trip. During the study field trip, firm visits and cultural related activities will be arranged to arouse students’ awareness in cultural diversity and enhance their understanding of how culture can impact international marketing strategy and consumer behavior. Students will collect information and data that their research analysis need during the trip.

The location may be any city and/or country subject to the decision by the Programme Director(s) with due consultation with PMC members and student representatives. Students encountering financial difficulties or with other valid reasons (e.g. visa application) will be resolved in the joint-PMC on a case-by-case basis.