Marketing in Emerging Economies

COURSE OBJECTIVE
ACADEMIC AND RESEARCH SKILLS – STUDENTS CAN CONDUCT A BASIC INTERNATIONAL RESEARCH PROJECT FROM START TO FINISH
After successfully completing this course, the student
• can analyze and demonstrate an understanding of problems from different perspectives (Analysis)

BRIDGING THEORY AND PRACTICE- Students can demonstrate theoretical and empirical knowledge concerning the relevant areas in international business administration
After successfully completing this course, the student:
• can explain, contrast, and compare advanced theories, models and concepts of marketing, and examples of best conduct, especially in emerging economies

APPLICATION: Students can propose a solution to an international real-life business problem by applying relevant theories and methodologies.
After successfully completing this course, the student:
• is able to provide practical solutions to a real-life business case by applying theory from marketing in emerging economies

BROADENING YOUR HORIZON - STUDENTS ARE ABLE TO REFLECT ON THE ETHICAL AND SOCIAL IMPLICATIONS OF PROFESSIONAL AND GOVERNMENTAL DECISIONS
After successfully completing this course, the student:
• is able to describe the international, and (cross-)cultural context regarding the marketing discipline, especially with regard to mature versus emerging economies

SELF-AWARENESS – STUDENTS CAN EVALUATE OWN LEARNING, KNOWLEDGE AND ACTIONS
After successfully completing this course, the student:
• is able to explain his/her own assumptions about working in a global, diverse market place

COURSE CONTENT
The course is one of the essential pieces of the semester on the international context of the IBA program and specifically introduces you to the emerging economies context in the field of marketing during Period 5.

When we look at the global landscape today, we see two on-going struggles: the drive for prosperity and development and the desire to retain identity and traditions. On one hand, the economic flux in the developed world is prevailing and the emerging markets are becoming a global growth engine. On the other hand, weak institutions, cultural clashes, and political tensions are encountered in the emerging economies and these make business relationships with the developed world risky.

Today’s marketer operates in this international environment and hence has the responsibility to understand and communicate to others in the company about the new world. In essence, the course is designed to help you gain insights about the consumer and competitive landscape in the emerging economies and thereby become the next era’s marketer. You will investigate the competencies of the thriving local emerging market companies and the factors that make global companies create successful business models in these economies. As we contemplate on the market driving practices in emerging markets, we will set the stage for deeper insights for the fundamental issues that shape the marketing strategy today.

TEACHING METHODS
Lectures
 Tutorials

TYPE OF ASSESSMENT
Written exam - Individual assessment
Assignment(s) - Group assessment
Class participation - Individual assessment
Mandatory attendance tutorials

RECOMMENDED BACKGROUND KNOWLEDGE
Cross-Cultural Marketing