2026/2027
Цифровые аспекты ведения бизнеса в Азии
Статус:
Майнор
Кто читает:
Департамент зарубежного регионоведения
Где читается:
Факультет мировой экономики и мировой политики
Охват аудитории:
для всех кампусов НИУ ВШЭ
Язык:
английский
Кредиты:
5
Контактные часы:
76
Course Syllabus
Abstract
The discipline offers an in-depth overview of major features of business projects in the Asia-Pacific region. Digital infrastructure in selected Asia-Pacific states is scrutinized (exemplified by the 5G internet, data centers (DC), “smart cities” and “smart ports”). Notable features of digital support for the brand-building and influencers are discussed, the digital regulatory environment across the Asia-Pacific region, including data localization, central bank digital currencies (CBDC) and fintech-sector, is illustrated. The specifics of digital transformation of Asia-Pacific non-digital companies and strategies of digital platforms, including their prospective plans, are analyzed.
Learning Objectives
- To develop a systematic understanding of the current state and development prospects of digital infrastructure in Asia-Pacific countries (5G, data centers, "smart cities" and "smart ports" concepts) and their impact on business operations.
- To acquire skills in analyzing digital brand-building tools and influencer marketing, understand the specifics of consumer behavior in the digital environment of Asia-Pacific countries, and be able to adapt marketing strategies to local digital ecosystems.
- To learn to assess regulatory risks and opportunities for doing business in the Asia-Pacific region related to data localization requirements, the development of central bank digital currencies (CBDC), and fintech sector regulation, as well as to develop compliance strategies.
- To develop the ability to analyze digital transformation strategies of traditional (non-digital) companies and business models of digital platforms in the Asia-Pacific region, including their forward-looking plans, to substantiate managerial decisions and identify points of synergy.
Expected Learning Outcomes
- Ability to analyze the state and development prospects of digital infrastructure in Asia-Pacific countries (5G, data centers, "smart cities", "smart ports") and assess their impact on business processes and investment attractiveness.
- Ability to develop and adapt digital branding and promotion strategies for Asian markets, taking into account cultural specifics, popular digital channels, and influencer engagement models.
- Skills in assessing regulatory requirements of Asia-Pacific countries in the areas of data localization, cybersecurity, and personal data protection, as well as the ability to develop compliance strategies to minimize legal risks.
- Understanding the nature of central bank digital currencies (CBDCs), their impact on the banking system and payment infrastructures, as well as the ability to navigate regulatory approaches to fintech startups and cryptocurrencies in the region.
- Ability to analyze the stages and success factors of digital transformation of traditional companies in the Asia-Pacific region, identify barriers, and develop recommendations for implementing digital technologies into operational processes.
- Ability to analyze business models of leading digital platforms in the Asia-Pacific region, their competitive strategies and development plans, as well as assess opportunities for partnership and interaction with platforms to scale one's own business.
Course Contents
- Digital Economy of the Asia‑Pacific Region – Trends and Challenges
- Digital Infrastructure of APAC: 5G Networks and Connectivity
- Data Centers and Cloud Services in Asia
- Smart Cities and Smart Ports as Business Drivers of APAC
- Digital Branding and Marketing in Asia
- Influencer Marketing and Opinion Leaders (APAC)
- Asian Regulatory Environment: Data Localisation and Cybersecurity
- Central Bank Digital Currencies (CBDC) and Fintech Regulation
- Digital Transformation of Traditional Companies
- Strategies of Digital Platforms and Ecosystems
Assessment Elements
- Engagement in discussions during seminarsStudents are required to participate in discussions during seminar classes. These discussions include answering the lecturer’s questions about the assigned reading materials, as well as asking questions and providing feedback on other students’ presentations.
- Mini-project (presentation No.1)During the course, students carry out a single mini-project consisting of three consecutive presentations. The project can be completed individually or in pairs. Each presentation lasts 10–15 minutes. If the project is done in pairs, each student is evaluated individually. In the first stage, students select topic dedicated to the lectures. They are required to conduct a PESTLE analysis (Political, Economic, Social, Technological, Legal, Environmental) and justify their choice based on macroeconomic indicators, investment climate, and political stability. The outcome is a clear rationale for "why this country and this sector".
- Mini-project (presentation No.2)The second stage focuses on a detailed study of the chosen sector: market structure, key players (including MSMEs), consumer trends, digitalization level, and regulatory barriers (labor laws, local content requirements, IP protection). Students identify partnership opportunities and assess threats from local competitors, as well as determine which digital initiatives could be leveraged for market entry.
- Mini-project (presentation No.3)The final presentation synthesises all previous analyses to develop a comprehensive market entry strategy. Students propose the optimal legal form of presence (joint venture, subsidiary, licensing, etc.), a risk management framework, a tailored marketing plan, and HR policies that account for cross-cultural specifics. Concrete recommendations for Russian companies are provided, including entry stages, budget estimates, and key performance indicators.
- TestThe test consists of 20 multiple‑choice questions (single correct answer out of four options). The questions cover all topics of the course and assess knowledge of key facts, state‑business interaction models, digital transformation specifics, market structures, entry strategies, and labour relations. Time allowed – 30 minutes. Maximum score – 10 points (0.5 points per correct answer). The test is administered at the end of the course as a final assessment element.
Interim Assessment
- 2026/2027 4th module0.2 * Mini-project (presentation No.2) + 0.2 * Mini-project (presentation No.1) + 0.3 * Mini-project (presentation No.3) + 0.1 * Engagement in discussions during seminars + 0.2 * Test
