TheAdmission Guide of 2019 Summer School in Business School
Date :2019-06-14


Sincethe year of 2012, the Summer School in the Business School has beensuccessfully held for 7 times under the support of the Personnel Department,the Academic Affairs Office, the International Cooperation Office, and theLogistics Service Group.


Wehave invited preeminent professors from well-known universities overseas toimpart the most frontier and up-to-date insight to our students. Students maybe able to have access to such top-notch professors in flesh withoutgoing abroad, and discuss with them the knowledge of international business.  


In2016, the Summer School tend to set up a total of five courses, starting fromJuly15, 2019toJuly 26, 2019. The morning session is from8:30am. (UTC+8)to11:30am. (UTC+8)and the afternoon session is from2:00pm. (UTC+8)to5:00(UTC+8).


Studentsfrom all Schools can apply for the programme, however, applicants may beselected before enrollment. Credits and certificate may be given after studentsfinish all relevant courses and pass exams required.




1.1Strategic Foresight and Decision-Making in International Markets



Thiscourse is co-supported by Gfk Verein and invites experts either from businesspractice and from academia. The course is on the subject of market research andteaches qualitative and quantitative research methods along with the ways ofdesigning market research, collecting data and utilizing analytical tools. Vialectures and case discussions, participants are able to have abundant access tothe most up-to-date theories and hands-on experiences. Certificates will beprovided by both CUFE and GfK after the course ends and all relevant criteriamet. Additionally, GfK would like to provide the top students in class with theopportunity of having an internship in its Chinese branch.



Dr.Andreas Neus

ManagingDirector and Vice President, GfK Verein


Ms.Phyllis Macfarlane

GlobalTraining Director CE, GfK


Dr.Fabian Buder

ProjectManager, University Cooperation, GfK Verein

Headof University Cooperation, GfK Verein  


Dr.Matthias Unfried


ResearchProgram Manager Decision Labs, GfK Verein


Dr.Marek Jiruse

MarketingSciences Specialist,GfK


Intended Students:2nd and3rd Year Students majored in Big-data Marketing and 1st Year Students who arewilling to shift to the major of Big-data Marketing


Time:9:00am-12:10pm and 1:45pm-3:15pm


1.2Strategic Financing for Business Innovation



The last decadehas witnessed an explosion of business innovation worldwide. As the interest innew business models rises, so does the interest in innovative financing methodsthat can support firm growth and regional economic development. This courseequips students with the necessary knowledge and skills to understand thenature and characteristics of different financing methods. It accomplishes thisgoal by looking at factors related to time, space, and opportunity in thecontext of innovation and business growth. Even more fundamental, theintroduction of the theoretical background in this field provides a springboardfor the discussion of real-life cases of new and more established firms. Thiscombination allows students to build a knowledge-based foundation for examiningdifferent options for businesses at specific intersections, including financialresources, challenges, and strategic choices.


Lecturer:Dr.M. Isabella Cavalcanti Junqueira

Assistant Professor/Senior TeachingAssociate Department of

Entrepreneurshipand Strategy, Management School, Lancaster University

Credits:36 hrs; 2 credits

IntendedStudents:2nd Year Students (Sophomore)




1.3Entrepreneurial Communications




This courseprovides real world, hands-on learning on what it is like to actually communicatevalue to potential customers in the business world. This class is not about howto write a business plan, or persuade in writing, but to so using images,narratives, and spoken English. The end result will be increases in confidencein what to communicate to existing and potential customers, when tocommunicate, and how. Team work will be critical as you learn to anticipateobjectives, concerns, and questions. Your ability to plan, adapt, and negotiatewill be developed. Growth issues will be explored including managingcommunications of a growing enterprise through both personal and masscommunications.


Lecturer:Dr. Shannon Cummins

Assistant Professor, University of Universityof Nebraska-Omaha

Credits:36hrs, 2 credits

IntendedStudents:2nd Year Students (Sophomore)




1.4Global Marketing and Communication Strategy



Global BusinessStrategy examines the diverse advantages and complications of multinationalorganization with emphasis on translating marketing, financing, and operatingplans in light of geographical, cultural, and legal differences across theglobe. It will also cover strategy considerations for trans-global management.



It is the goal ofthis course to give students a fundamental understanding of the environment inwhich international business operates and of the business practices required tocompete successfully in global markets with distinct cultural differences.


LecturerDr.Lois Bitner Olson

MarketingDepartment, School of Business Administration,San Diego State


Credits: 36hrs, 2credits

Intended Students:1st Year Students (Fresh man)




1.5Luxury Industry Analysis and Management



Thiscourse has a strong focus in the industry of luxuries. It introduces theorigin, development, the status quo and the trait of various luxury brands, aswell as the involute relationship between them. It may also introduce with deepindustrial insight the procedure on luxury brand managing and the futuredevelopment. A field-trip to local luxury stores is required, which may providehands-on opportunity for participants to understand thestatus quo of the local luxury industry better.



Professor of Management, ESCP Europe-CANM

Credits:36hrs; 2 credits

Intended Students:2ndYear Students (Sophomore)






All students are welcometo apply, while applicants have to first fill in the chart of the 2019 Summer SchoolProject in Business Application Form and parents of allapplicants shall sign up the form of the Parent Notification.


The paper version of theform for the 1st and 2nd year students shall be collected by class monitors incharge, and be handed in to the Office of Students’ Affair . The e-version ofall students shall also be collect and sent to the required mailbox.


E-mail address:

Due date:12:00 p.m (UTC +8)., Friday, 31 May, 2019

Contact address:Room 602, Main Building, CUFE Urban Campus

Contact phone number:010-62288082, Mrs. Guo




All credits received from the Summer School can be recorded andcalculated in the academic management system. However, students should bare inmind that it is up to each School and Major to decide independently and thenofficially approved whether the credit can be used as a substitute for otherrequired credits.


Schedule of 2019Summer School of Business School



Strategic Foresight and Decision-Making in International Markets课程表





Global Marketing and Communication Strategy

Dr. Lois Bitner Olson,Marketing Department, School of Business Administration, San Diego State University (United States)

Strategic Financing for Business Innovation

Dr. M. Isabella Cavalcanti Junqueira,Assistant Professor/Senior Teaching Associate , Department of Entrepreneurship and Strategy, Management School

Lancaster University (United Kingdom)

Luxury Industry Analysis Management

Prof. Dr. Alain Cognard,Professor of Management, ESCP Europe (France)

Entrepreneurial Communications

Dr.Shannon Marlene Cummins,Vice Dean, University of Nebraska (Omaha Campus) (United States)

Strategic Foresight and Decision-Making in International Markets

GfK Verein Teaching team led by Dr Andreas Neus, Vice President of GfK (Germany)





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