0776 Marketing in Emerging Markets
Assoz.Prof Dr. Kirti Sharma
Contact details
Weekly hours
Language of instruction
09/11/18 to 09/23/18
Registration via LPIS
Notes to the course
Day Date Time Room
Wednesday 11/14/18 02:00 PM - 05:30 PM EA.5.040
Thursday 11/15/18 10:00 AM - 12:30 PM TC.5.28
Thursday 11/15/18 02:00 PM - 04:30 PM EA.5.030
Friday 11/16/18 02:00 PM - 05:00 PM D5.1.003
Wednesday 11/28/18 02:45 PM - 05:45 PM TC.4.18
Thursday 11/29/18 01:00 PM - 05:00 PM TC.5.18
Friday 11/30/18 01:00 PM - 05:00 PM TC.5.18

Today the business world is at cross-roads: are we heading for further integration through globalisation or are we returning to increased localisation? Either way, businesses ignore trends in the environment at their peril. A comprehensive understanding of the issues that are beyond national boundaries has become an essential intellectual asset in all types of business, particularly within emerging markets.


This course is designed to provide students with an in-depth understanding and appreciation for the emerging markets and its consumers. The module delivers research-led, contemporary discussions on how emerging markets become the biggest drivers of the changing global economic reality under which multinational corporations now operate. The module will also provide opportunities for detailed investigations on selected emerging marker regions, including South East Asia, The Middle East, South Africa and Eastern Europe.


Naturally, each country and each industry have its own dynamics which are sure to deviate from the classical theory. The module does not attempt to cater for all these differences, but rather provide students with the overall framework to make the required adaptation in their respective industries.


To provide global context to Marketing Decision making, managerial preparedness for analysing and understanding the international context of marketing environment and designing managerial response to these opportunities and trends in Emerging Marketing will be the major aim of this course.



Learning outcomes

       At the end of the course students should be able to:


  • Describe challenges and opportunities of marketing in emerging markets;
  • Understand and critically assess theories of emerging market marketing;
  • Know practical tools for market assessment and marketing in emerging markets,
  • Apply marketing theories and tools to concrete cases of marketing in western companies moving into emerging markets
Attendance requirements

Please note that the first and last session are mandatory. If you do not attend the first session, you will be de-registered from the course. In order to obtain a grade for the course, students must attend at least 80% of the course. An absence of 4 hours  (1 session)  is  permitted.

Teaching/learning method(s)

Interactive lectures will focus mainly on concepts/theory, however a strong emphasis is placed on  student research and participation in class discussion.

Case Studies, Group discussions and presentations to encourage students to apply theory to real-life situations faced by firms operating in emerging markets



Student participation (30%)

Students will be assigned a set of questions to answer in relation to the case studies and essential readings. This will enable students to develop an understanding about the concepts and obtain marks for class participation. They will be expected to prepare ahead of class to ensure higher performance.


Group Presentations – 30%

Students will be working in groups (4-5 persons in each group) to present a marketing plan to launch a European product/brand product in India/China. The following product categories can be taken (Choose an appropriate Brand in this category)

Packaged food/Pasta/Wafers





White Goods


There are a number of key points you must pay attention to as you prepare your presentations:

1. The presentations will last 25 minutes, with an additional 10 minutes dedicated to questions and discussion around the topic. The presenting team will be assessed on the basis of their presentation and the quality of their responses to questions.

2. The format of the assessed presentation is entirely up to you but must be interactive – be as creative as you like, but you must ensure you cover the main theoretical material and demonstrate its application/use in marketing practice in emerging markets. You could also show videos or introduce other relevant activities. Use your imagination to bring your topic to life in a thoughtful way. You will be assessed on this aspect of the presentation.

3. All presentations must be using Microsoft PowerPoint only, and you must submit your slides to your tutor before your presentation.

4. Free riders will not be tolerated. A formal peer evaluation process will be introduced in cases where there an individual fails to   display collaborative competence to achieve group objectives


Individual essay - 40%

Students are required to produce a 2000 words individual essay on the following

“The paradigm shift in the buying behaviour of the consumers in emerging markets has led companies tapping into emerging markets and mould their marketing strategies positively to penetrate these markets”


Critically discuss this statement in the light of relevant academic literature and your own reflections of the Group-presentations.


Key Points to note in relation to the essay:


1. Information as to when the essay is due will be announced in due course. Please submit your Microsoft Word document to

2. In order to answer the question fully, you must provide a discussion using the academic literature. You are expected to build on your presentation work, but to also find additional material, e.g., news report, statistical information from databases.

3. You are expected to integrate both academic and non-academic sources wherever appropriate.

4. The word limit is 2000 words. There will be penalties for essays exceeding this word limit.

5. Essays must conform to the following format: Times New Roman Font; 12 point font; double spaced; Margins 2.5 cm; page number at the bottom; no other headers or footers.

6. No extensions will be allowed for the submission of coursework except in the case of certified illness or another substantial cause.

Prerequisites for participation and waiting lists




Sheth, J. (2011): “Impact of Emerging Markets on Marketing: Rethinking Existing Perspectives and Practices”, Journal of Marketing Vol. 75 (July 2011), 166 –182, 17p


Dawar, N and Chattopadhyay, A. (2002). Rethinking marketing programs for emerging markets, long range planning, 35(5), 457-474


London, T. And Hart, S.T. (2004). Reinventing strategies for emerging markets, Beyond the transnational model, Journal of International business studies, 35(5), 35-370


Recommended previous knowledge and skills


Availability of lecturer(s)


There will be a case package for you to purchase at the IMM Institute for this course. You will be informed beforehand via email as to when the case package is available for purchase.

Unit details
Unit Date Contents
1 1

Introduction to Emerging Markets (Ems)

Characteristics of emerging and established markets

Opportunities and challenges of operating in Ems

Emerging markets: China and India - similarities and contrast

Case Study: Harley Davidson India

2 2

Market Entry Strategies

Determining the risks and relative attractiveness in Ems

Product differentiation, services, global promotion & retail internationalization in Ems

Case Study: Amazon in Emerging Markets; Amy Nguyen-Chyung, Elliot Faulk; Product# W94C01-PDF-ENG

3 3

The rise of Emerging Multinational Corporations (EMNCs)

EMNCs routes to global brands

Overcoming Western preconceptions of EM country-of-orgin

Case Study: Haier in India: Building Presence in a Mass Market Beyond China; Nikhil Celly; Penny Lau;   Product # HKU978-Pdf-Eng

4 4

Approaching Emerging Markets

Issues and challenges in understanding consumer and markets in Ems

Market research and consumer insights in Ems

Case Study: Gallardo's goes to Mexico; Clayton M. Christensen; Product #: 605072-PDF-ENG

5 5

The future of Emerging Markets

Penetration of internet and digital revolution

Emerging "New" markets and "Consumers"

Case Study: Colgate Max Fresh: Global Brand Roll-Out; John A. Quelch, Jacquie Labatt-RandelProduct #508009-PDF-ENG

6 6

Student Presentations

Last edited: 2018-12-06