1

Great Wall

Global Emergency Markets MBAExecutive MBA & Global MBA

中国 – 北京, 2012年Beijing (China), 2012

马路易Luis Martin-Domingo

长成cháng chéng

2

Tourist Venues

Beijing

Xi’an

Terracotta

Great Wall

Forbidden City

3

Eseune at the Great Wall

1

Busto Wall

2WallHike

3VillageLunchhistory

4Highway

toBeijing

4

Previous Objectives

Tourism History Fun

5

New Objectives

Commu-nication

RuralChina

Sustaina-bility

Tourism History Fun

6

7VillageXizhazi 西栅子

1HotelBus

to Wall

6Traditional

WallHike

8Eco-Hike

Hiking While

CleaningGW

9Highway

toBeijing

5Restored

WallHike

3Cable Car

2Great WallMutianyu

Video

7

Objective1Objectives Objective

2Objective

3 … … …

IdeaIntro Class

OutdoorClass

Homework

Wrap-upClass

MaterialGeneration

ProposalOK

No

Feedback

MaterialPPT Video

Class MethodologyLuis Martín-Domingo - July 2012

Class info

8

IdeaOutdoorClass Homework Wrap-up

ClassMaterial

GenerationProposal

OK

No

Feedback

Material

VideoYoutubeTudou

GEM-MBA Oct 2012 – Great Wall Luis Martín-Domingo - Oct 2012

TourismChinaObjectives History Rural Communi-

cationSustaina-

bility Fun

PPTSlideshare

Class infoThinkbinder

Intro Class

9

Values

10

Values

1 2

3 4

11

Values

1 Pe

ople

2 Inn

ovati

on

3 Gl

obal

4 Ac

tion

12

1 - People

Key organizations | new skills | ideas

13

Activity

YouCommunication in China

Present yourself in 1 minute as if you were in front of a Chinese person (highlight one point)

1 Pe

ople

Clas

s

14

Innovation

Different - Out of the box | Mistakes

15

Video - prepared to be wrong

“If you are not prepared to be wrong, you will never come up with anything original”Source: sirkenrobinson.com - Youbube

2 Inn

ovati

on

16

I am prepared to be wrong

2 Inn

ovati

on

17

I am prepared to be wrong

2 Inn

ovati

on

18

Communication

2 Inn

ovati

on

Video

19

Video Example – Tesco South Korea

Source: Youtube click here for the link

20

Video Introduction

1.- Idea

2.- Script

3.- Story board

4.- Plan for shooting

5.- Shooting: Video images

6.- Video montage: Images + Sounds>> careful with author rights – www.jamendo.com)

Video

21

Activity

Communication in ChinaAt the great wall

Let’s make groups for the activity (one camera at each one)

To prepare the video script

2 Inn

ovati

on

Clas

s

22

Global

Location | Culture | History

23

China’s Size1:10 thumb rule

CN

3 Gl

obal

Venezuela

x 10x 50Colombia

x 10x 30

Costa Rica

x 300x 105

Spain

x 20x 30

Mexico

x 5x 12

Romania

x 40x 70

x 7x 45Peru

x 120x 400Panama

Sour

ce: w

ww.w

ikipe

dia.or

g

x 20x 100 Zimbawe

24

China’s Size vs. US & BRIC

CN

3 Gl

obal

x 1x 4USA

x 1x 7Brazil

Russia

x 0.5x 9

x 3x 1India

Sour

ce: w

ww.w

ikipe

dia.or

g

25

14 neighbor countries

1

2

3

4

5

6

7

9

10 11

12

13 14

CN Neighbor countries

North Korea 1

Russia 2

Mongolia 3

Kazakhstan 4

Kyrgyzstan 5

Tajikistan 6

Afghanistan 7

Pakistan 8

India 9

Nepal 10

Bhutan 11

Myanmar 12

Laos 13

Vietnam 14

3 Gl

obal

Sour

ce: w

ww.w

ikipe

dia.or

g

26

Long History

Time line

Today

221 BC

280

960

1279

1644

207 BC

581

617

1911

Today

1368

220

3 Gl

obal

Sour

ce: w

ww.w

ikipe

dia.or

g

27

China 220 BC: Qin Dynasty

3 Gl

obal

Time line

Today

221 BC

280

960

1279

1644

207 BC

581

617

1911

Today

1368

220

Sour

ce: w

ww.w

ikipe

dia.or

g

28

China 200 BC- 200 AD: Han Dynasty

Time line

Today

221 BC

280

960

1279

1644

207 BC

581

617

1911

Today

1368

220

3 Gl

obal

Sour

ce: w

ww.w

ikipe

dia.or

g

29

China 200- 300 AD: Three Kingdoms

Time line

Today

221 BC

280

960

1279

1644

207 BC

581

617

1911

Today

1368

220

3 Gl

obal

Sour

ce: w

ww.w

ikipe

dia.or

g

30

China - 600 AD: Sui Dynasty

Time line

Today

221 BC

280

960

1279

1644

207 BC

581

617

1911

Today

1368

220

3 Gl

obal

Sour

ce: w

ww.w

ikipe

dia.or

g

31

China 700 AD: Tang Dynasty

Time line

Today

221 BC

280

960

1279

1644

207 BC

581

617

1911

Today

1368

220

3 Gl

obal

Sour

ce: w

ww.w

ikipe

dia.or

g

32

China 900-1200: Song Dynasty

3 Gl

obal

Time line

Today

221 BC

280

960

1279

1644

207 BC

581

617

1911

Today

1368

220

Sour

ce: w

ww.w

ikipe

dia.or

g

33

China 1200 – 1300: Yuan Dynasty

3 Gl

obal

Time line

Today

221 BC

280

960

1279

1644

207 BC

581

617

1911

Today

1368

220

Sour

ce: w

ww.w

ikipe

dia.or

g

34

China 1300 – 1600: Ming Dynasty

3 Gl

obal

Time line

Today

221 BC

280

960

1279

1644

207 BC

581

617

1911

Today

1368

220

Sour

ce: w

ww.w

ikipe

dia.or

g

35

China 1600 – 1900: Qing Dynasty

Time line

Today

221 BC

280

960

1279

1644

207 BC

581

617

1911

Today

1368

220

3 Gl

obal

Sour

ce: w

ww.w

ikipe

dia.or

g

36

China Present

Time line

Today

221 BC

280

960

1279

1644

207 BC

581

617

1911

Today

1368

220

3 Gl

obal

Sour

ce: w

ww.w

ikipe

dia.or

g

37

Summary

Time line

Today

221 BC

280

960

1279

1644

207 BC

581

617

1911

Today

1368

220

1

2

3

4

5

6

7

9

10 11

12

13 14

3 Gl

obal

Area Population

Sour

ce: w

ww.w

ikipe

dia.or

g

38

Activity

At the great wall Some history

What happens to the great wall during the different dynasties?

Will be presented at the wall.

3 Gl

obal

Time line

Today

221 BC

280

960

1644

207 BC

581

617

1911

Today

1368

220

1279

Clas

s

39

Action

Communication | Tourism | Rural | Sustainable

40

7VillageXizhazi 西栅子

1HotelBus

to Wall

6Traditional

WallHike

8Eco-Hike

Hiking While

CleaningGW

9Highway

toBeijing

5Restored

WallHike

3Cable Car

2Great WallMutianyu

Video

4

41

Objectives

Tourism History Fun

Sustaina-bility

Commu-nication

4

Rural

42

Some Tourist Venues

Beijing

Xi’an

Terracotta

Great Wall

Forbidden City

4

43

Great Wall Tourism

RestoredWall

Mutianyu

RuralTourism

Xizhazi

4

44

Rural Vs. Urban Income

0

5000

10000

15000

20000

25000 Renta anual disponible per cápitaRural Urbana

Source: NBS, National Bureau of Statistics

1 USD = 6.33 RMB

1 Eur = 8.20 RMB26 Sep 2012 source: oanda.com:

4

45

Social Structure

población rural

resto población

urbana

clase media-alta urbana

“nuevos ricos”

jóvenes profesionales urbanos

800

450

65

5

10

50

2004

Niv

el d

e re

nta

656

498

192

12

25

155

2011

población rural

resto población

urbana

clase media-alta urbana

“nuevos ricos”

población rural

resto población

urbana

clase media-alta urbana

“nuevos ricos”

clase media-alta urbana

“nuevos ricos”

jóvenes profesionales urbanos

800

450

65

5

10

50

2004

800

450

65

5

10

50

800800

450450

65

5

10

50

6565

5

10

50

2004

Niv

el d

e re

nta

656

498

192

12

25

155

2011

656

498

192

12

25

155

656656

498498

192

12

25

155

192192

12

25

155

2011

Source: ICEX

“new rich people”

urban young professionals

urban medium-high class

Otherurban

population

ruralpopulation

Rent

4

46

Objectives

Tourism History Fun

Sustaina-bility

Commu-nication

4

Rural

47

History at the Wall

4 Time line

Today

221 BC

280

960

1644

207 BC

581

617

1911

Today

1368

220

1279

48

Communication

Tourism History Fun

Commu-nicationRural

4

Sustaina-bility

Video

49

Sustainability

Tourism History Fun

Commu-nicationRural

4

Sustaina-bility

50

Sustainable

Sour

ce: w

ww.ac

-nan

cy-m

etz.fr

4

51

Trash Bags / Eco-Hike

4

8Eco-Hike

Hiking While

CleaningGW

52

7Village

Xizhazi Dep西栅子

1HotelBus

to Wal

6Traditional

WallHike End

9Highway Beijing Arrival

5Restored

WallHike

4

8Eco-Hike

Hiking While

CleaningGW

3Cable Car

Stationat the top

2Great WallMutianyu慕田峪Ticket

Cable Car Day 1Day 2

53

Sustainability

Tourism History Fun

Commu-nicationRural Sustaina-

bility

4

54

Video - Eseune Great Wall April 2012

Source: Youtube click here for the link

4

55

Great Wall

Global Emergency Markets MBAExecutive MBA & Global MBA

中国 – 北京, 2012年Beijing (China), 2012

马路易Luis Martin-Domingo

长成cháng chéng