This undergraduate course provides an in-depth understanding of key contemporary challenges marketing managers face when designing and executing strategies for emerging markets. Each topic is considered together with related ethical dilemmas and the impact of business decisions on key stakeholders of the firm, society, and natural environment. Students are trained to understand both managerial perspectives and conceptual, theoretical approaches. Overall, the course is managerial, incorporates multiple perspectives, and is contemporary. It is managerial in that it looks at topics of strategic marketing management in emerging markets through the lens of managers. It incorporates multiple perspectives as it considers a variety of different marketing topics relevant in the emerging market context. The course is contemporary in that it incorporates and touches upon up-to-date challenges typical to emerging markets, and managerial responses.

Knowledge and understanding:

By the end of the course students will have learned about theoretical and conceptual foundations of key themes in marketing management in the emerging market context, with a special focus on market research, product strategies, promotion strategies, distribution strategies, and pricing strategies for success in emerging markets including:

- the nature and context of marketing in emerging markets,

- management of customer relations in various cultures,

- coordination and control of global supply chains and networks,

- responsible marketing in the international perspective,

- responsible use of technology and data analytics for support of marketing decisions,

- strategic responses to present-day challenges of marketing management in emerging markets as well as key analytical tools and frameworks helping managers develop such strategies.

Professional practical skills

In this course students develop the ability to conduct elementary marketing research individually and as part of a team, through research design, data collection, analysis, synthesis, and reporting orally and in writing, both online and offline.

Full attendance is expected. Students need to attend the first and the last class, and overall at least 80% of session hours in order to pass the course. 

The course applies an interactive and participant-led approach, and takes advantage of a variety of teaching methods such as: lectures, case study discussions and workshops, small-group presentations, and group role-plays. A considerable proportion of this course is dedicated to experiential learning, using approaches which put students into the manager’s seat, and help them experience challenges of marketing in the emerging markets.

here are four components of the final grade awarded for completing this course:

1. Test written in class: 20%

2. Active participation in class: 30%

3. Small group projects in class: 25%

4. Final report and presentation: 25%

Grading scheme:
100-90% excellent
89-80% good
79-70% satisfactory
69-60% sufficient
59-0% fail

Please note! In addition to the above scores, achieving a minimum of 60% on each graded component is required for successful completion of the course. For example, a student who received scores of 90% on the first 2 components, but did not contribute significantly to group projects (so called "free riding"), will still fail this course.

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