Syllabus

Titel
4698 Marketing in Emerging Markets
LV-Leiter/innen
Sandra Awanis, PhD, MSc, BSc
Kontakt
  • LV-Typ
    PI
  • Semesterstunden
    2
  • Unterrichtssprache
    Englisch
Anmeldung
11.02.2019 bis 20.02.2019
Anmeldung über LPIS
Hinweise zur LV
Planpunkt(e) Bachelor
Termine
Wochentag Datum Uhrzeit Raum
Mittwoch 12.06.2019 10:30 - 12:30 TC.5.28
Mittwoch 12.06.2019 13:30 - 15:30 TC.5.04
Donnerstag 13.06.2019 10:30 - 12:00 D2.0.326
Donnerstag 13.06.2019 13:00 - 14:30 D2.0.374
Freitag 14.06.2019 10:30 - 12:30 TC.3.08
Freitag 14.06.2019 13:30 - 15:30 TC.3.09
Montag 17.06.2019 10:30 - 12:30 TC.5.04
Montag 17.06.2019 14:00 - 16:00 TC.5.04
Dienstag 18.06.2019 10:30 - 12:30 TC.5.04
Dienstag 18.06.2019 13:30 - 15:00 TC.5.14
Mittwoch 19.06.2019 10:00 - 12:00 TC.5.04
Mittwoch 19.06.2019 13:30 - 15:30 TC.5.04

Inhalte der LV

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 market regions,including Southeast Asia, the Middle East, South Americas and Eastern Europe.

Lernergebnisse (Learning Outcomes)

On completion of the module, students are expected to:

· Identify the various characteristics of emerging markets and how they may differ from the developed markets counterparts

· Understand the challenges and opportunities that marketers face when they operate in emerging markets, and assess the potentials of emerging markets for market entry

· Critically evaluate the applicability of international marketing theories within the context of emerging markets

· Formulate viable strategic marketing plans forfirms that are both operating and seeking to operate within the emerging markets’ business environment

· Develop advanced skills in oral communication through class participations and group presentation; and further critical skills through individual research and reflective exercises

Regelung zur Anwesenheit

Please note that the first and last session are mandatory. If you do not attend the first and last 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.

Lehr-/Lerndesign

This course will be imparted through:

· Interactive lectures will focus mainly on theory. However, a strong emphasis is placed on student research and participation in class discussions.

· Case studies (text and video formats) will encourage students to apply theory to real-life situations faced by firms operating in emerging markets.

Leistung(en) für eine Beurteilung

· Individual class attendance and participation (20%)

Students will be assigned a set of questions to answer in relation to the case studies and daily essential readings. This makes class discussion more substantial and enables students to obtain marks for class participation. Students must prepare ahead of class to ensure higher performance.

· Group presentation (30%)

Students will be working in groups (4-5 persons in each group) to present a marketing plan to launch an Austrian product in China. Products may include one of the following:

o Manner Wafers

o Swarovski

o Julius Meinl Coffee

o Vienna Philharmonica

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 beintroduced in cases where there an individual fails to display collaborativecompetence to achieve group objectives

Individual essay (50%)

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

‘Superior marketing in emerging market is all about tapping into the most affluent tier of customers in emerging-market-cities such as Delhi, Shanghai, Rio de Janerio and Moscow.’

Critically discuss this statement in the light of relevant academic literatures and your own reflections of the group presentation.

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 s.awanis@lancaster.ac.uk and imm@wu.ac.at

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 where appropriate.

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

Total 100%

Literatur

1 Autor/in: : Nirmalya Kumar, Jan-Benedict E.M Steenkamp
Titel:

Brand Breakout: How Emerging Market Brands Will Go Global


Verlag: Houndmills, Basingstoke, Hampshire : Palgrave Macmillan
Jahr: 2013
Prüfungsstoff: Ja
Diplomprüfungsstoff: Ja
Empfehlung: Stark empfohlen (aber nicht absolute Kaufnotwendigkeit)
2 Autor/in: Tarun Khanna and Krishna G. Palepy
Titel:

Winning in Emerging Markets: A Road Map for Strategy and Execution


Verlag: Harvard Business Press
Jahr: 2010
Prüfungsstoff: Ja
Diplomprüfungsstoff: Ja
Empfehlung: Stark empfohlen (aber nicht absolute Kaufnotwendigkeit)
Art: Buch
3 Autor/in: S. Tamer Cavusgil, Pervez N. Ghauri and Ayse A. Akcal
Titel:

Doing Business in Emerging Markets


Verlag: SAGE,
Auflage: 2nd Edition
Jahr: 2013
Prüfungsstoff: Ja
Diplomprüfungsstoff: Ja
Empfehlung: Stark empfohlen (aber nicht absolute Kaufnotwendigkeit)
Art: Buch

Teilnahmevoraussetzung(en) und Vergabe von Wartelistenplätzen

There is no prerequisite required for this module.

Empfohlene inhaltliche Vorkenntnisse

There are no prerequisites for this module.However, general knowledge on strategic marketing and acute interest in emerging markets will be useful.

Erreichbarkeit des/der Vortragenden

Dr. Sandra Awanis can be reached via e-mail at s.awanis@lancaster.ac.uk

Sonstiges

The cases for this course will be available to buy at the IMM Institute prior to course begin, you will be notified by e-mail beforehand. Please read them before the course starts!

Detailinformationen zu einzelnen Lehrveranstaltungseinheiten

Einheit Datum Inhalte
1

Introduction to emerging markets (EMs)

· Characteristics of emerging and established markets

· Opportunities and challenges of operating in EMs

· EM spotlights: China and India – similarities and contrast

  Case study: “Harley-Davidson India”
2

Market entry strategies

· Determining the attractiveness of EMs and managing risks

· Product differentiation, service provision, global branding and retail internationalization in EMs

· Ethical issues

  Case study: Johansson, U. and Thelander, A.,(2009) “A Standardised Approach to the World?      IKEA in China”, International Journal of Quality and Service Sciences, 1(2), 199-219

3

Understanding trends among EM consumers

· The rich and the middle classes

· The base of the pyramid (BoP)

· Pricing and communication strategies

 Case study: Govindajaran, V. and Trimble, C.(2012) “Logitech, and the Mouse That Roared”,  Harvard Business Press
4

The rise of emerging multinational corporations(EMNCs)

· EMNCs’ routes to global brands

· Overcoming Western preconceptions of EM country-of-origin

· Case study: Celly, N., and Lau, P., (2012)“Haier in India: Building Presence in a Mass   Market beyond China”, Asia Case Research Centre, The University of Hong Kong.

5

Approaching EMs

· Research issues in emerging markets and its consumers

Case study: “Research helps Whirlpool keep its cool at home, act local in emerging markets”, from Keegan, W. J. and Green, M.K., (2014) Global Marketing, 8th Ed., Pearson, Essex, p. 218-219
6

The future of emerging markets

· The digital revolution: empowering markets and consumers

· Emerging “new” markets and industries: the grey market,

Case study: “Air Asia: using social media to reach out to new customers” from: Mutum, D. S., Roy, S. K., and Kipnis, E.,(2014) Marketing Cases from Emerging Markets, Springer, p.143-148
7 Student presentations
Zuletzt bearbeitet: 10.12.2018



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