General

· Guanghua MBA elective courses cover a total of "seven departments +", from content to quantity, from quality to scale, among business schools in China, and even in the world, there are only a few.

· Students of Guanghua MBA can independently choose their own elective courses and customize their learning package from the huge elective course system of MBA according to their interests, career planning and future needs.

· Want to develop a broad knowledge of business management systems? Want to understand and build your business skills and thinking system?Want to mix diversity, cross boundaries and create more possibilities? Please keep the core "optional course menu", which is closely related to practice and integrates the breadth and depth of industry insight.

Department of Marketing

Consumer Behavior

Instructor: XU Jing

Marketing is customer-driven, concerned with tailoring offerings to consumer needs and ensuring customer satisfaction. Effective marketing decisions require an accurate understanding of customers’ needs, values, judgments, and choices. The focus of this class will be on understanding the psychological processes underlying consumer behavior with special attention on understanding the characteristics of Chinese consumers. Along with its implications for designing effective marketing communications, the course will provide broader practical knowledge on how to create and sustain change in business settings.

Channel and Retailing

Instructor: WANG Rui

The distribution channel is one of the four Ps of the marketing mix, providing many essential services to end-customers that the firm cannot efficiently provide itself. But the distribution channel is not just a conduit through which the firm reaches its end market. The channel members are customers in their own right, with their own needs. Further, the market not only the firm’s products but also competitors’products and, increasingly, their own private label products. Thus, channel members are conduit, customer, and competitor rolled into one, and their motivations and objectives are often not aligned with those of the firm.

Department of Organization and Strategic Management

Innovation and Competitive Strategy

Instructor: XIAO Ting

Innovation has been considered as the source for a firm’s competitive advantage. In order to conduct and utilize innovations successfully, a firm needs to make good strategies to realize the value from innovations. In this course, we focus on innovative firms and analyze how these firms pursue a sustained competitive advantage through innovation activities together with the careful selection of business and corporate strategies. In doing so, we take the viewpoint of a CEO, entrepreneur, or top manager with responsibility for the strategic decisions of the firm. From this perspective, we are faced with numerous choices that will directly impact a firm’s innovation activities, revenue stream, cost structure, and subsequent profitability. Underlying this approach is the assumption that a firm’s performance is influenced by the active management and guidance of the firm.

Department of Finance

Venture Capital and the Valuation of High-Growth Startup

Instructor: HAN Pengfei

This course studies how venture capital finances high-tech and high-growth ventures. It is primarily designed for finance majors with an interest in venture capital, innovation, entrepreneurship, high-tech industries and R&D-intensive companies.

The primary goal is to walk the students through the investment decision process on financing high-tech and high-growth companies, with an emphasis on the quantitative methods developed in the venture capital industry. The students will also be exposed to the institutional background of and the stylized facts about innovation and venture capital, as well as numerous promising high-tech and high-growth companies.

Career Development Strategy

Instructor: Career Development Center

This course is to help MBA students plan their career strategies and improve their professional competence to achieve better career development, evaluate individual career goals and skills through self- assessment tests, lead MBA students to explore personal career interests and potentials, improve career development capacity (such as effective communication, networking skills, appropriate self-marketing, interview skills etc.) and deepen the understanding of professional ethics and code of conduct.

Doing Business in China

Instructor: Paul Gillis

Doing business in China focuses on the practical aspects of doing business in China with a focus on the special needs of international investors. The course will include lectures, case studies, and visiting speakers.Key topics to be covered: Labor laws/Visa and work permits for foreigners/Taxes/Foreign currency rules/Banking and currency/Contract manufacturing/Business forms/Intellectual property protection/Branding and marketing/ E-commerce/Trade war.

Entrepreneurship in China

Instructor: Richard R. Robinson

China is one of the most intrinsically entrepreneurial markets in the world with world-class entrepreneurs from both China and from around the globe competing here in the second-largest economy in the world. The core of this course is to learn firsthand from the people in the trenches fighting the good fight day in and day out and gain insights, tricks and lessons that will be applicable whether you decide to pursue the path of entrepreneurship yourself, join a startup or become part of a large of a company.

Case Study on Managerial Accounting

Instructor: Douglas Coulter

The course will focus on the use of flexible budgets and the importance of evaluating performance against the level of costs that should have been expected at the actual level of operation, rather than at a budgeted level. The course will analyze the use of the Balanced Scorecard in which objectives and measures are organized in themes that cut across perspectives, also how there are always opportunity costs associated with serving one client or another which are not included in traditional cost systems.

Project Management Finance

Instructor: Douglas Coulter

The course is about how firms structure, value, and finance large-scale investments greater than $1 billion. The course intends to acquaint students with the point of view of those involved at any stage in the investment process, from corporate sponsors (members of the corporate finance or strategic planning departments) to transaction advisers (investment or commercial bankers and management consultants) to investors (people responsible for debt/equity research or money management).

Winning in China - Philosophy & Practice

Instructor: Jonathan Woetzel (McKinsey)

This series of lectures is designed to help students explore the critical issues that shape the role of business in China’s ever more competitive market place. In particular, the lectures will elaborate on trends in China’s innovation technologies, the role of talent and reskilling, the impact of global decoupling, and the imperative of sustainability, among others. The lectures will draw on the research of the McKinsey Global Institute, as well as practical experience and insights from McKinsey & Co.’s practice in China as well as the lecturer and guest speakers’experiences across China and Asia, facilitated with examples and case studies.

Anticipatory Design Thinking

Instructor: Ricardo Altimira Vega

Design Thinking (DT) has emerged this decade as a powerful tool-kit to innovate in products, services, and processes; to stimulate creativity and to become more competitive. Anticipatory Design Thinking (ADT) is an evolution of the classical Design Thinking methodology, by including rigorous analysis of future scenarios to prepare for potential situations (trends/pandemics/ technology scenarios / etc.).This highly interactive workshop will help participants to become familiar, knowledgeable, and prepared to add this methodology to their tool kit when looking for a job and when creating a start-up…and finally, they may become addicts to DT.

Luxury Brand Management

Instructor: Denis Morisset

This course aims at helping participants understand best practices and branding secrets of the most successful international luxury brands. Luxury brand management and luxury marketing is a school of discipline and excellence in terms of branding/marketing and many best practices can be applied outside of the traditional luxury sector. This course will explain how luxury brands have been able to create strong brand equity value by enhancing their cultural and artistic foundations, leverage their heritage while innovating on tradition and remaining relevant to evolving consumer culture. Participants will learn all the key foundations of luxury brand management and luxury marketing, and how luxury brands are able to become unique in the minds of their fan consumers, how they master storytelling, find the right balance between exclusivity, accessibility and popularity.

How Leaders Can Manage Risk and Reputation

Instructor: Tim Cullen

This is primarily a course that explores the responsibilities and methodologies that leaders must priorities to anticipate and prevent problems in the first place and mitigate the harm when bad things happen. While not being a course on the character of risk, per se, students will learn about how leaders can best proactively assess and manage risks that may harm their organizations financially and commercially, and that may adversely affect their reputations. These policies need to be driven by choices made by leaders (at board and senior management levels) that are essential for complying with obligatory regulations, but that go beyond solely following a rule book.

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