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.

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

No attendance monitoring is required for the online module delivery

This course will be imparted through:

• Digital lectures: slides with voiceovers or companion text will be posted on the scheduled days
• Virtual office hour: chat with the course convenor, ask questions about the lecture topics or assessment requirements
• Assessment-centred group activities: work on your assignment in pre-arranged groups 
• Case study buddies: work with another person to share ideas and help you tackle the case study questions

· Group presentation (50%)

Work in your allocated groups to present a marketing plan to launch an Austrian brand in an emerging market. You can choose one option from the menu choice below:

1.Manner in China

2.Red Bull in South Africa (develop a new product line)

3.Julius Meinl in India

4.Swarovski in Saudi Arabia

5.Mozartkugel in Russia

6.Austrian Airlines in Malaysia (direct flight)

Rules:

•Deadline on 1st June 2020 before midnight in your timezone; slides with total of 15 minutes “presentation”. Send your slides with voiceover to s.awanis@lancaster.ac.uk

•Demonstrate understanding of theories, the brand and the emerging market

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

1. The "presentation" (voiceover accompaniment of the slides) must last no longer than 20 minutes. The presenting team will be assessed on the basis of their contents and the quality of their explanations of the slides.

2. The format of the assessed presentation is entirely up to you but must be interesting – be as creative as you like,but you must ensure you cover the main theoretical materials 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 submitted in Microsoft Powerpoint format, and you must be submitted before the deadline.

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 (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 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%

There is no prerequisite required for this module.

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

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

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!