Guidance ofthe 2021 CUFE International Summer School
Date :2021-06-14

CUFE Business School provide 4 courses in the 2021 CUFE International Summer School. All courses will be delivered online.


1.Course description


1.1 Strategic Foresight and Decision-Making in International Markets

This course is co-supported by Nuremberg Institute for Market Decisions (formerly GfK Verein). The course is on the subject of market research and teaches qualitative and quantitative research methods along with the ways of designing market research, collecting data and utilizing analytical tools. Via lectures and case discussions, participants are able to have abundant access tothe most up-to-date theories and hands-on experiences. Certificates will be provided by both CUFE and GfK after the course ends and all relevant criteria. Additionally, GfK would like to provide the top students in class with the opportunities of having an internship in its Chinese branch.


Lecturer profile:

Dr. Andreas Neus

Managing Director and Vice-President, NIM

Dr. Fabian Buder

Head of Future and Trends Research, NIM

Dr. Matthias Unfried

Head of Behavioral Science, NIM

Hours and credits: 32 hours, 2 credits

Target students: 2ndyear UG


Lecture time:14:00–18:00 PM, Beijing time, 2-9 July

Exam time: 14:00–15:00 PM, Beijing time, 12 July


1.2 Debiasing Strategic Decision Making: Visual Tools and Procedures

Understanding the meaning of a holistic approach in strategic decision making. Ability to use a visual procedures and tools to develop strategies for“productive systems” (Ulrich) from analysis to implementation measures and to debias strategic decisions in practice.


Lecturer profile:

Dr. Christian Muntwiler

Lecturer and senior consultant,St. Gallen Business School, Switzerland

ManagingDirector of SGCM Consulting & Management AG (organisation and execution of management training and management consulting)

Hours and credits: 32 hours, 2 credits

Target students: 2ndyear UG

Time (Beijing time):

Jun 30, 14.00 - 18.00

Jul 1, 18.00 - 22.00

Jul 2, 14.00 - 18.00

Jul 5, 14.00 - 18.00

Jul 6, 18.00 - 22.00

Jul 7, 14.00 - 18.00

Jul 8, 14.00 - 18.00

Jul 9, 14.00 - 18.00


1.3 Global Marketing and Communication Strategy

Global Business Strategy examines the diverse advantages and complications of multinational organization with emphasis on translating marketing, financing, and operating plans in light of geographical, cultural, and legal differences across the globe. It will also cover strategy considerations for trans-global management.

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


Lecturer profile:

Dr. Lois Bitner Olson

Marketing Department, School of Business Administration, San Diego State University

Hours and credits: 32 hours, 2 credits

Target students: 1styear UG


8:30—11:30 AM, Beijing time, 28 June - 9 July


1.4 Luxury Industry Analysis and Management

This course has a strong focus in the industry of luxuries. It introduces the origin, development, the status quo and the trait of various luxury brands, aswell as the in volute relationship between them. It may also introduce with deep industrial insight the procedure on luxury brand managing and the future development. A field-trip to local luxury stores is required, which may provide hands-on opportunity for participants to understand the status quo of the local luxury industry better.


Lecturer profile:

Professor Alain Cognard

Professor of Management, ESCP Europe

Hours and credits: 32 hours, 2 credits

Target students: 1styear UG


14:00 - 17:00 PM, Beijing time, 28 June - 9 July


2.How to apply?

All CUFE students are welcome to apply through the university class selection platform.

Students pass the exam will receive a CUFE International Summer School Certificate.




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