PROGRAM OBJECTIVE Learning will be encouraged through the following mediums: √ Marketing Case Presentations where WSU Students will work on a marketing case for companies √ 1DRAFT Marketing Lectures/Workshops - Subject at a University exploring to collaborative Change initiative & student exchanges. √ On-location Business visits and presentations By local marketing and consumer market experts with the opportunity to present questions and build connections. √ Cultural site visits √ Exposure to local culture, customs, and heritage on a daily basis √ Cultural immersion and self-sufficiency through promotion of activities such as ‘unplanned dining’ or ‘local activities. Consumer Market insight Shanghai is the largest consumer market among all mainland cities, supported by the rising income level and large inflow of tourists. Shanghai consumers are also being viewed as trend- setters for fashion and lifestyle products among the whole country. Itinerary - Prepared By NEXSTEP Day 1 – Sunday 5 Jan 2020 Flight arrival into Shanghai, China You will be greeted by a NEXSTEP Representative, collect your luggage, and travel by charter coach from the airport to accommodations. Check-in and Housing Orientation Essential housing orientation & safety advice is covered, as well as laws relating to the country to ensure a happy and safe stay. NSC representatives will remit participants with their welcome pack and will gladly answer any questions that may arise. Dinner: Shanghainese Cuisine (included) Enjoy the beautiful Bund Skyline (Evening) 6 Stroll down the picturesque bund with beautiful colonial architecture, former trading houses from theDRAFT United States, France, the- UnitedSubject States, Italy, Russia, to Germany, Change Japan and the Netherlands as well as the consulates of Russia and Britain, a newspaper, the Shanghai Club and the Masonic Club. These buildings are now occupied by financial institutions. On the over side of the Huangpu river, you will see the financial hub of China, Lujiazui and its modern skyscrapers. 3* Hotel - Holiday Inn Express Zhabei or Home Inn Plus Shanghai Xujiahui Student- Shared Accommodation/Shared Bathroom facilities Leader- Single Accommodation En-suited Breakfast – Included in the Program Day 2 – Monday 6 Jan 2020 Breakfast – Included in the Program Understanding Chinese Culture through Food Borrowing from an age-old Chinese saying 民以食为天, food means everything to ordinary Chinese citizens. Even today, the same level of importance is placed on food in China and through food, we can understand the cultural nuances of modern Chinese society. The aim of this session is to give program participants greater awareness of Chinese food & dining etiquette that covers sitting arrangement, how to clink glasses, how dishes should be placed and more! (Sharing conducted by NEXSTEP) Cooking Class: Learn how to make Dumplings 7 DRAFT Lunch – Included in the Program Half Day Excursion – Shanghai Highlights This tour will introduce you to Shanghai most iconic features including People’s square, Nanjing West Road, the Bund and the skyline at Lujiazui. Students have a chance to socialize and network with industry professionals. - Dinner – At own expense Subject 3* Hotel - Holiday Inn Express Zhabei or Home Inn Plus Shanghai Xujiahui Student- Shared Accommodation/Shared Bathroom facilities Leader- Single Accommodation En-suited Day 3 - Tuesday 7 Jan 2020 Breakfast – Included in the Program 10am – 12noon: Business visit and presentation at Ethypharmto https://www.ethypharm.com/our-company-sites/ Ethypharm S.A., a pharmaceutical company, develops oral modified release formulations. It focuses on developing, manufacturing, and licensing pharmaceuticalChange products. The company develops drug delivery systems. It develops products for various therapeutic domains, including anti-infectious, cardiology, pain management, gastroenterology, and central nervous system. The company has Research and development sites in Europe, North America, China, and India. Ethypharm S.A was founded in 1977 and is based in Saint Cloud, France. Students will be presenting marketing strategies that will allow Ethypharm to grow their Asia – Pacific Business into the Business to Business Segment. Lunch – At own expense 130pm – 330pm: Business visit to Daxue Consulting https://daxueconsulting.com/ 8 Daxue Consulting is a market research and management consulting firm focusing on the Chinese market. We are leveraging a multiple-methodology approach in order to support clients’ needs, auctioning traditional methodologies as well as technology-driven tools. With offices in Beijing and Shanghai (as well as a commercial representation in Hong-Kong), Daxue Consulting’s team is composed of local and overseas-educated Chinese and china- educated foreign project managers. Our commitment to understanding clients’ challenges and base all our recommendations on data have convinced more than 100 clients to work with us and come back to us for new research projects. With a team of 15 full-time project managers and a network of hundreds of data-miners, Daxue consulting is able to cover China entirely in terms of data collection and research. Daxue ConsultingDRAFT is often solicited in order to work on market sizing, market opportunity assessment, acquisition and target identification, consumer understanding. We have worked with major international companies as well as for SMEs. Dinner – At own expense Day 4 – Wednesday 8 Jan 2020 Breakfast – Included in the Program - 10am – 1130am: Business Visit to China Economic Review http://www.chinaeconomicreview.comSubject China Economic Review is the premier English language China business magazine, with quarterly publications. It covers business, finance and economics in China. Gain a broad understanding of the Chinese Economy - the role of government in China’s economy, key growth sectors, challenges multinational corporations face and the evolution of marketing Lunch – At own expense 1.30 pm – 3.30pm: Wunderman to http://www.wpp.com/wpp/companies/wunderman/office/wunderman-shanghai/ Wunderman is a network of advertising, marketing and consulting companies with offices in 60 countries. Headquartered in New York City, Wunderman is part ofChange Young & Rubicam Brands and a member of WPP Group. Learn how marketing strategies are crafted and executed from some of the most respected marketing professions Dinner – At own expense 3* Hotel - Holiday Inn Express Zhabei or Home Inn Plus Shanghai Xujiahui Student- Shared Accommodation/Shared Bathroom facilities Leader- Single Accommodation En-suited Day 5 - Thursday 9 Jan 2020 Breakfast – Included in the Program 10am – 12noon: Company Visit 9 Students will be presenting marketing strategies that will allow the company to grow their international market segment Lunch – At own expense 130pm – 330pm: Meeting with Shaun Rein: China Consumer Market Insights http://www.cmrconsulting.com.cn/about/shaun_rein.html ShaunDRAFT Rein is the Managing Director of CMR, the world's leading strategic market intelligence firm. He is one of the world's recognized thought leaders on strategy consulting. He is a columnist for Forbes on Leadership, Marketing, and China and for BusinessWeek's Asia Insight section. He is often featured in the Wall Street Journal, the Harvard Business Review, The Economist, The Financial Times, Newsweek International, Bloomberg, Time, and the New York Times. He is regularly interviewed by American Public Radio's Marketplace and NPR. He frequently appears to deliver commentary on CNBC's Squawk Box, Bloomberg TV, CBS News, and CNN International TV. Dinner – At own expense - 3* Hotel - Holiday Inn ExpressSubject Zhabei or Home Inn Plus Shanghai Xujiahui Student- Shared Accommodation/Shared Bathroom facilities Leader- Single Accommodation En-suited Day 6 – Friday 10 Jan 2020 Breakfast – Included in the Program 10am – 12noon: Meeting with SMH International https://www.smh-int.com/home SMH International is a consulting agency providing 20 yearsto of professional experience, conducting promotional contracts and providing in-market assistance to foreign companies & prominent individuals in China. Since its establishment in 1993, SMH has helped numerous foreign clients, including Arnold Schwarzenegger plan his trip to ChinaChange when he was a governor. Gain an understanding into the importance of market intelligence and research especially when firms try to enter a new market. Watch how companies bridge the cultural divide and successfully communicate similar brand values in a new market. Lunch – At own expense 1.30pm – 3.30pm: University Visit (TBC Marketing Lecture) Dinner – At own expense Day 7 – Saturday 11 Jan 2020 Breakfast – Included in the Program 10am – 12noon: Café Culture - Starbucks 10 https://www.forbes.com/forbes/welcome/?toURL=https://www.forbes.com/sites/kennethki m/2017/12/16/worlds-largest-starbucks-and-it-is-in- shanghai/&refURL=https://www.google.com/&referrer=https://www.google.com/ Visit the World’s highest grossing Starbucks cafe Lunch – At own expense Free and Easy Dinner – At own expense DRAFT 3* Hotel - Holiday Inn Express Zhabei or Home Inn Plus Shanghai Xujiahui Student- Shared Accommodation/Shared Bathroom facilities Leader- Single Accommodation En-suited Day 8 - Sunday 12 Jan 2020 Breakfast – Included in the Program Lunch – At own expense - Free and Easy Subject Dinner – At own expense 3* Hotel - Holiday Inn Express Zhabei or Home Inn Plus Shanghai Xujiahui Student- Shared Accommodation/Shared Bathroom facilities Leader- Single Accommodation En-suited