Pedagogical contribution of the course to the program

LEARNING GOAL 1 : Students will master state-of-the-art knowledge and tools in management fields in general, as well as in areas specific to the specialized field of management.
Students will identify a business organization’s operational and managerial challenges in a complex and evolving environment.
Students will understand state-of-the-art management concepts and tools and use them appropriately.
LEARNING GOAL 2 : Students will develop advanced-level managerial skills.
Students will work collaboratively in a team.

Description

This course provides an overview of the main marketing management concepts and practices in today’s fast developing economies with a special focus on Africa, Latin America and Asia. The course aims at giving participants a sense of the opportunities of international decision-making in the fast-emerging countries’ context. After decades of poor economic performance, emerging markets are now the most dynamic markets in the world, despite their volatility. All the players in the business world are trying to capture this growth. Defining a strategy to take advantage of the multiple but complex opportunities offered by these markets is a major challenge to most of companies. The theory behind this course is that, despite the many apparent differences, fast-emerging markets are developing according to common patterns. This course aims to improve the chances of winning in transitional economies by strategically reflecting the waves of opportunities that arise as these countries develop. While seeking to improve their quality of life, individuals follow very similar patterns with respect to their needs and desires around the world, whatever their nationality or cultural background is. As a result, development tends to follow certain predictable trajectories. Understanding these patterns helps to predict which opportunities are likely to arise, in which markets, and at which moment. Therefore, business practice can be adapted accordingly. Participants will learn how to scan the environment, perform market studies, evaluate buyer and consumer behaviour, launch new products, and choose a coherent marketing-mix strategy in the context of fast-emerging countries. Particular emphasis will be made on the following issues: - Fast-emerging countries’ specific business models - Marketing at the bottom of the pyramid - Reaching the middle-class in fast-emerging economies - The value of localness and local brands - Non-market strategies in a fast-developing economy setting - Managing risks in economies in transition

Teaching methods

Learning objectives

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Outline

Session 1 MARKETING & BUSINESS IN ECONOMIES IN TRANSITION Session 2 STRATEGIES FOR THE BASE OF THE PYRAMID Session 3 STRATEGIES FOR EMERGING ECONOMIES’ MIDDLE CLASSES Session 4 IS LEAPFROGGING AN OPTION? – INNOVATION AND BUSINESS IN FAST-EMERGING MARKETS Session 5 AN EMERGING COUNTRIES PERSPECTIVE ON BRANDS Session 6 DEVELOPED MARKETS COMPANIES GOING LOCAL Session 7 EMERGING MARKETS COMPANIES GOING GLOBAL Session 8 RISKS MANAGEMENT IN ECONOMIES IN TRANSITION Session 9 NON-MARKET STRATEGIES Session 10 CORPORATE SOCIAL REPONSIBILITY IN FAST-EMERGING COUNTRIES

No prerequisite has been provided

Knowledge in / Key concepts to master

Marketing Management or Fundamentals of Corporate Finance or Corporate Strategy

Recommended reading

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Assessment

List of assessment methods

No assessment methods have been attributed to this course yet.