Coca-Cola teams with Tsinghua to explore marketing

Coca-Cola products are seen for sale at a supermarket in Xuchang, Hennan province, May 26, 2013. The beverage giant began a decade-long program in partnership with Tsinghua University on March 31 that will include business courses, research into marketing and faculty development. [Photo by Geng Guoqing / Asianewsphoto]

The Coca-Cola Co began a decade-long program in partnership with Tsinghua University on March 31 that will include business courses, research into marketing and faculty development, said Qian Yingyi, dean of the School of Economics and Management.

The international beverage giant will also host a series of lectures and events at the school to help students broaden their views on international business.

The initiative is significant in the process of globalization since enterprises from both East and West are eager to share their ideas and experiences with each other to succeed in today's business world, said Ahmet Bozer, executive vice president of Coca-Cola Co and president of Coca-Cola International.

Bozer delivered an hourlong presentation about "Open Happiness-Can a business be a force for good." as the first official lecture in the program.

He outlined Coca-Cola Co' s global marketing strategy and shared his personal insight on business development with hundreds of Tsinghua students.

One of the major points of the lecture was the need for combining social good with business, which is key to sustainable development.

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