Visualisation plan de cours 2026 / 2027

EM1F5M2B

International Marketing: Catching the Growth Wave in Emerging Countries

Programme
PGE PGE5 International & European Business
Semestre
A
Coefficient
3
Volume horaire
Face à face : 20 H
Travail personnel indicatif : 40 H
Discipline
Marketing
Nombre de places
45
Cours ouvert aux étudiants visitants
Oui
Langue d'enseignement
Anglais
Responsable
Daria PLOTKINA Daria
PLOTKINA

Liste des intervenants

Intervenant(s) Email Volume horaire
Daria PLOTKINA Daria PLOTKINA daria.plotkina@em-strasbourg.eu 20 h CM

Discipline

Marketing

Descriptif

This course explores the opportunities and challenges of international marketing in emerging and developing markets. Students will analyze market entry strategies, local consumer behavior, and brand positioning in diverse cultural, economic, and regulatory contexts. The course blends theoretical frameworks with country-specific insights, allowing students to apply their knowledge through research, presentations, and critical discussion. A key focus is on understanding the heterogeneity of "emerging markets" and avoiding stereotypes, while building the ability to adapt global strategies to local realities.
Intelligence artificielle

Ce cours intègre des contenus relatifs à l'intelligence artificielle (concepts, enjeux, applications, méthodes ou impacts de l'IA), au-delà de la simple utilisation d'outils d'IA comme support pédagogique

Entrepreneuriat / Innovation

Ce cours intègre des contenus relatifs à l'entrepreneuriat et/ou à l'innovation (création d'activité, intrapreneuriat, innovation managériale, technologique ou sociale)

MAC

Optimiser et classer des données/Optimize and organize data
3 ECTS

Contribution pédagogique du cours au programme

Develop impactful management using the latest knowledge and tools in the fields of management

Determine a strategic and managerial vision in a complex, uncertain and changing environment
Design solutions adapted to organizational problems by applying relevant methodologies

Develop advanced managerial skills for responsible leadership

Recommend critical decision making to drive change in organizations
Defend own ideas effectively, both orally and in writing, with a professional attitude

Practice impactful management in a multicultural and international environment, driven by a "European mindset"

Communicate in a professional context in (foreign) languages, in writing and/or orally
Formulate solutions to organizational challenges in a multicultural and international context, driven by a "European mindset"

Objectifs pédagogiques - COGNITIVE DOMAIN

A l'issue du cours, l'étudiant(e) devrait être capable de / d'...
  • determine the macro- and micro-environmental forces shaping marketing strategies in emerging markets.
  • assess consumer behavior, marketing channels, and regulatory frameworks in emerging countries.
  • conclude on different market entry approaches and growth strategies across countries.
  • construct structured country-specific market research.
  • develop tailored marketing strategies for companies entering or operating in emerging markets.

Objectifs pédagogiques — Objectifs de développement durable (ODD)

ODD n°4 - Quality education
ODD n°10 - Reduced inequalities
ODD n°12 - Responsible consumption and production
ODD portés par la politique RSO de l'EM.

Plan / Sommaire

1. Introduction
• Definitions and debates around "emerging markets"
• Growth potential and marketing challenges
• Frameworks: PESTEL, Hofstede, CAGE
• Overview of course and assignment briefing

2-5. Interactive classes
Every group makes a 10 minutes presentation and submits the filled-in handout on
(1) Macro-Environmental and Economic Context - general analysis of the market
(2) Culture and Consumer Trends - demand analysis
(3) Market Potential and Industry Trends - offer analysis
(4) Infrastructure, Technology, and Distribution
(5) Success and Failure Stories of Internationalization - how others did: conclusions for country entry, communication, and branding
5 countries will be analyzed: China, India, Poland, Turkey, and South Korea
The complete analysis will serve for developing a complete market entry and development strategy for a fictive brand.

6. Conclusion and discussion

7. Conclusion and wrap-up
• Comparing strategies across markets
• The role of adaptation vs. standardization
• Lessons for inclusive and ethical international marketing
• Final debate/discussion

Prérequis nécessaires

Connaissances en / Notions clés à maîtriser

Understanding of marketing and international strategy principles

Supports pédagogiques

Mandatory tools for the course

- Computer

Moodle platform

- Upload of class documents
- Interface to submit coursework
- Assessments

Outil(s) d’IA générative

Non renseigné
Comment l’IA générative est utilisée dans ce cours
Any

Adossement à la recherche

Travaux de recherche de l'EM

https://podv2.unistra.fr/em-strasbourg-contenu-pedagogique/ieb/ Majumder, R., Plotkina, D., & Rabeson, L. (2023). Environmentally responsible values, attitudes and behaviours of Indian consumers. Environmental Values, 32(4), 433-468.

Modalités d'évaluation

Liste des modalités d'évaluation

? Evaluation intermédiaire / contrôle continu 1
Orale (10 min) / En groupe / Anglais / Pondération : 50%
Compétence mesurée
ILO1.1-PGE, ILO1.3-PGE, ILO2.2-PGE, ILO2.3-PGE, ILO4.1-PGE, ILO4.2-PGE
✓ Evaluation finale 2
Ecrite (60 min) / Individuelle / Anglais / Pondération : 50%
Compétence mesurée
ILO1.1-PGE, ILO1.3-PGE, ILO2.2-PGE, ILO4.1-PGE, ILO4.2-PGE
✓ Seconde chance
Ecrite (60 min) / Individuelle / Anglais / Pondération : 50%
Compétence mesurée
ILO1.1-PGE, ILO1.3-PGE, ILO2.2-PGE, ILO4.1-PGE, ILO4.2-PGE
Aucune modalité d'évaluation n'a pour le moment été attribuée à ce cours.