|Module / ECTS / Path / Specialisation||Module :Principles of International Management : 18 ECTS.|
|Discipline||Sales and Marketing|
|Open for visitors||yes (4 ECTS)|
|Working language :||English|
|Volume of contact hours :||20 h|
|Workload to be expected by the student :||60 h|
Track : Attendance
Marketing is the business function that draws the majority of public scrutiny and concern with regard to internationalization and the course should give participants a sense of the complexity of international decision-making in the emerging countries context.
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.
After decades and even centuries of lackluster economic performance, emerging countries are now the fastest growing markets in the world, despite their volatility. Every relevant player in the business world is striving to capture this growth. Defining a strategy for where, when and how to invest is a major challenge in the complex and fast-moving world of emerging markets. This course is about improving the odds of placing winning bets in emerging markets by thinking strategically about the waves of opportunities that arise as countries develop.
The underlying theory for this course is that, in spite of the many apparent differences, emerging markets develop following common patterns. As people strive to improve their quality of life, they follow very similar priorities in their needs and wants across the world. As a result, development tends to follow certain predictable paths. Understanding these patterns gives foresight of which opportunities are ready to be fostered, or are likely to emerge, in which markets.
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 emerging countries.
Particular emphasis will be made on the following issues:
Emerging countries’ business models, operating in emerging markets, targeting emerging markets clients, marketing at the bottom of the pyramid, international vs local branding, sustainability and marketing integrity in an emerging economies’ setting, and managing risks in emerging markets.
- Identify the main differences and similarities that characterize marketing in emerging economies
- Explain the evolution of the base of consumers from the rural poor to the urban middle class as they satisfy their needs and wants
- Discuss and solve current international marketing challenges faced by companies - both local and national ones - when defining their strategies for superior positioning in an era of globalization
- Provide attendees wit the knowledge to understand the vital role marketing plays in order to catch the business potential offered by emerging countries growth, and how market-driven policies may allow companies to take advantage of the business potential of developing countries
CREATING MARKETING VALUE IN EMERGING MARKETS
STRATEGIES FOR THE BASE OF THE PYRAMID
STRATEGIES FOR LOW-INCOME COUNTRIES MIDDLE CLASSES
BRAND MANAGEMENT IN EMERGING COUNTRIES
EXPORTING FROM EMERGING COUNTRIES
MANAGING RISKS IN EMERGING COUNTRIES
EMERGING MARKET COMPANIES GOING GLOBAL
DOING BUSINESS IN A STAKEHOLDERS ENVIRONMENT
PRACTICING MARKETING IN EMERGING COUNTRIES
At least one course in the marketing field such as Marketing Basics or Fundamentals of Marketing or Marketing Management
Usunier J.C.,Lee J.A.(2012), Marketing Across Cultures, 6th edition, Pearson , ISBN 978-0273757733 OR 5th edition (2009), ISBN 978-0273713913
- Agarwal, J., Wu, T. (2018). Emerging Issues in Global Marketing: A Shifting Paradigm, ISBN 978-3319741284
- Ciravegna, L., Fitzgerald, R., Kundu, S.M. (2013), Operating in Emerging Markets: A Guide to Management and Strategy in the New International Economy, Pearson
- Moran, T. R., Phillip, H.R., Moran, S. (2014), Managing Cultural Differences, Global Leadership Strategies for Cross-Cultural Business Success –, 8th edition, Butterworth-Heinemann; ISBN 978-1-85617-923-2
- Hollensen S. (2016), Global marketing, A Decision-Oriented Approach, 7th Edition, Prentice Hall, Harlow
- Chailan, C. (2015), Branding from Emerging Countries: How to compete internationally? Critical Perspectives on International Business,11 (1), 54-71
- Chailan, C. (2017). Bacardi vs Pernod-Ricard: The Havana Club Rum Guerilla, CCMP 1907M03
Such behaviors as...
... may lead to expulsion from classes.