Short Course - Start up in the Chinese market

Istituto Marangoni

Program Description

Short Course - Start up in the Chinese market

Istituto Marangoni

The course is aimed at those participants who want to deploy a market entry strategy for the Chinese market and to those who work in a company and support or are responsible for the definition of a strategy, which aims at entering, selling, managing a company or creating a joint venture in China. The course is preparatory to help entrepreneurs who have already started or are starting up sales strategies to the Far East and to a manager in charge of the Chinese market: general manager, marketing director, area manager, business developer.

Start up in the Chinese Market - Milan > 29/06/2015 - 10/07/2015

  • Tuition only-fee € 2.900
  • Full package € 4.000

Start up in the Chinese Market - Optional in Shanghai > 29/06/2015 - 17/07/2015

Full package € 6.200*

*The Start Up in the Chinese Market - full package - with additional week in Shanghai includes also flight between Milano and Shanghai (one-way flight) plus transfers from/to the city center. Flight is on fixed dates, on selected airlines and will be communicated at the time of the enrollment by the admission office. The start of the course will be in Milano.

Course themes

week 1 Milan

The focus of the first week will be on the concept of intercultural management. Participants will carry out commercial negotiation, mastering persuasive and negotiation skills with regards to their chinese “counterpart”. They will develop a sociological reading of the workings and effects of the global fashion system. Case studies will be explored using a variety of examples from theory to investigate the potential for inquiry to bring to light current fashion practices.

week 2 Milan

During the second week, the course will focus on the analysis of the Chinese company context from the 80s to the present, in order to understand how to delocalize and internationalize a business in China. An analysis of the current fields in which companies have to compete will be made, from visual merchandising to distribution. Participants will also be given a brief introduction to the history of Chinese law and company law. An analysis of company agreements will be made with specific reference to the Chinese market.

week 3 – Optional in Shanghai

Participants will have the chance to meet the protagonists of the local fashion and retail industry by visiting the showrooms of Chinese brands and understand the design and production realities of the Shanghai fashion industry. Local and international professionals will present the challenges and issues of brand development in the Chinese market.

This school offers programs in:
  • English

Last updated January 6, 2016
Duration & Price
This course is Campus based
Start Date
Start date
June 2017
3 weeks
Full time
6,200 EUR
Start date June 2017
Italy Milan
Application deadline Request Info
End date Request Info
China Shanghai
Application deadline Request Info
End date Request Info
Duration 3 weeks
Price 6,200 EUR
full package