The course aims to give a comprehensive coverage of the contemporary theoretical issues and current marketing practices and strategies in local and international contexts.  Topics with respect to customer behavior research, customer assets management, marketing strategy, paradigm of relationship marketing, marketing in SNS era, sustainable marketing and global marketing will be discussed.  It will also review and discuss the changes to the concepts, strategies and practices of Marketing in Chinese enterprises brought by globalization, and further analyse the rationale and theoretical behind all these changes.