China-Europe Executive Business Marketing

Description:
The China-Europe Executive Business Marketing program at the Free University of Berlin is a comprehensive and innovative graduate course designed to equip future business leaders with in-depth knowledge and practical skills in international marketing, strategic management, and cross-cultural communication. This program uniquely combines the expertise of European and Chinese academic and industry professionals, fostering a deep understanding of the dynamic economic relationships between China and Europe. Participants will explore core concepts of global marketing strategies, digital marketing, consumer behavior, and brand management within a Sino-European context, preparing them for leadership roles in multinational corporations, startups, and government agencies involved in international trade and investment.

Throughout the program, students engage with case studies, group projects, and internships that provide hands-on experience and real-world insights into the complexities of doing business across cultural and regulatory boundaries. The curriculum emphasizes innovation, sustainable development, and ethical business practices, aligning with contemporary global challenges and opportunities. Additionally, students benefit from seminars, workshops, and networking events with industry experts, fostering valuable connections and professional growth. The program is delivered through a combination of lectures, interactive discussions, and online learning modules, allowing for flexible participation suited to executives and working professionals.

Graduates of the China-Europe Executive Business Marketing program will be well-positioned to lead international marketing initiatives, develop strategic partnerships, and contribute to the growth of their organizations in the global marketplace. They will acquire a nuanced understanding of cultural nuances, regulatory environments, and market trends that are critical for success in China and Europe. With a focus on innovative marketing strategies and cross-cultural competence, the program aims to cultivate visionaries capable of transforming business challenges into opportunities for sustainable and ethical growth in a rapidly evolving global economy.

Educational organisation

The China-Europe Executive Master of Business Marketing is a 16-month, part-time, distance study programme with integrated on-site seminars in Berlin and China (e.g., Beijing). Each of the five on-site seminars will last for one week (i.e., five working days).
The on-site seminars take place at the Freie Universität Berlin and the Guanghua School of Management at Peking University. Each of the five on-site seminars will last for one week (i.e., five working days). During the seminars, you will attend lectures that introduce you to a particular topic. Following the presentations, you will have the opportunity to put your newly acquired knowledge into practice. Working in intercultural groups with other students, you will discuss and solve case studies on a topic that has been introduced in theoretical terms. Participants practice teamwork skills, tolerance, and persuasiveness during our seminars through project work, group work, and presentations. Case studies drawn from real-world practice are used to analyse actual market situations and develop concepts that can be used as possible solutions. The programme also features a range of presentations by marketing and sales decision makers to ensure that the programme content is relevant to real-world practice.
During the distance study phases, you will receive study material in regular intervals. The study material consists of textbooks, exercises, and written assignments, which you work through on your own. Each text contains a number of examples that tie into real-world practice. Your work on the written assignments can directly benefit your professional practice even before you have completed the study programme. Your dedicated, personal study adviser will offer you support during the distance study phases.

Study abroad unit(s)

On-site seminars in Berlin (Germany) and China

Forms of assessment

Written and oral exams in accordance with the guidelines, Master's thesis
The programme consists of 60 ECTS.

Course objectives

The programme gives you a contemporary understanding of industrial marketing processes and decisions, which you can leverage as the basis for an interdisciplinary approach in your thinking and management as you interface with others. The curriculum combines intercultural studies, elements of business administration, economics, and behavioural science with your specialised knowledge from your professional experience.

Language requirements

Proof of English language skills for graduate/Master's degree programmes: CEFR: Level B2

Option A: Demonstrate your English language proficiency with proof of at least six years of English instruction in school (i.e., English as a foreign language class in high school).
Option B: Present an English test certificate (e.g. IELTS: 5.0; Cambridge Examination: FCE, CAE, CPE; TOEFL: 500 (paper-based), 170 (computer-based), or 80 (internet-based)
Option C: Demonstrate your English language proficiency by choosing and completing the video interview offered online.

Academic requirements

Prior academic degree from a university, university of applied sciences, or professional academy (no major restrictions concerning discipline), relevant professional experience (typically not less than one year after first academic degree), and proof of English language skills (e.g., proof of six years of English instruction in school, English test certificate, or online video interview)

Finance studies for the China-Europe Executive Business Marketing program at the Free University of Berlin typically encompass a comprehensive curriculum designed to equip students with essential financial knowledge and skills applicable in international marketing contexts. The program integrates core financial principles such as financial accounting, managerial finance, international financial management, and investment analysis, providing students with a solid foundation to make informed financial decisions in global business environments. Courses often focus on financial analysis, budgeting, cost control, and financial planning tailored to marketing strategies. Additionally, students are introduced to the financial implications of international trade, currency exchange risks, and cross-border investment considerations, which are critical for executives operating between China and Europe.

The program may include practical components such as case studies, financial modeling, and simulation exercises, fostering the application of theoretical financial concepts to real-world scenarios. Students might also have opportunities to engage in projects that analyze company financial statements, conduct valuation assessments, and develop financial strategies aligned with marketing objectives. These learning experiences aim to bridge the gap between finance and marketing, emphasizing the financial aspects of branding, product launches, promotional campaigns, and market expansion initiatives.

Furthermore, the program likely emphasizes the importance of ethical and sustainable financial practices, aligning with modern corporate governance standards. It may also cover the legal and regulatory frameworks governing financial activities in China and Europe, enabling students to navigate legal compliance effectively. Overall, the financing studies component prepares graduates not only to understand financial data but also to utilize financial tools in decision-making processes that maximize marketing ROI and support strategic corporate growth across international markets.

The China-Europe Executive Business Marketing program at the Free University of Berlin is a specialized postgraduate course designed to equip students with a comprehensive understanding of the dynamic business environment between China and Europe. The program focuses on core areas such as international business strategies, cross-cultural communication, marketing, and economic policies relevant to China-Europe trade. It aims to prepare executives and professionals to operate effectively in multicultural markets by providing them with insights into both Chinese and European economic frameworks, business practices, and legal considerations. The curriculum typically includes modules on international trade law, global marketing strategies, Chinese language and business etiquette, European business regulations, and case studies highlighting successful China-Europe business collaborations. Participants benefit from a combination of lectures, seminars, and practical workshops led by experts from academia, industry, and government institutions. The program often emphasizes the development of managerial skills, strategic thinking, and leadership qualities necessary for fostering international business relationships. Courses are designed to be interactive and applied, encouraging students to analyze real-world scenarios and develop innovative solutions. The program may also facilitate networking opportunities through guest lectures, corporate visits, and exchange projects, allowing students to establish professional contacts within the China-Europe business sphere. Graduation from this program can enhance career prospects in multinational corporations, international trade organizations, consulting firms, and governmental agencies engaged in promoting bilateral economic cooperation. The duration of the program, its admission requirements, and language of instruction are tailored to attract experienced professionals seeking to deepen their expertise in China-Europe trade relations. Overall, the China-Europe Executive Business Marketing program at the Free University of Berlin offers a unique blend of academic excellence and practical relevance, catering specifically to the needs of executives aiming to excel in the globalized markets of China and Europe.