0479 Marketing in Emerging Markets
Sandra Awanis, PhD, MSc, BSc
Weekly hours
Language of instruction
09/13/23 to 09/22/23
Registration via LPIS
Notes to the course
Day Date Time Room
Monday 12/11/23 10:00 AM - 12:00 PM Online-Einheit
Monday 12/11/23 01:00 PM - 03:00 PM Online-Einheit
Tuesday 12/12/23 10:00 AM - 12:00 PM Online-Einheit
Tuesday 12/12/23 01:00 PM - 03:00 PM Online-Einheit
Wednesday 12/13/23 10:00 AM - 12:00 PM Online-Einheit
Wednesday 12/13/23 01:00 PM - 02:00 PM Online-Einheit
Thursday 12/14/23 10:00 AM - 12:00 PM Online-Einheit
Thursday 12/14/23 01:00 PM - 03:00 PM Online-Einheit
Friday 12/15/23 10:00 AM - 12:00 PM Online-Einheit
Friday 12/15/23 01:00 PM - 03:00 PM Online-Einheit
Saturday 12/16/23 10:00 AM - 12:00 PM Online-Einheit
Saturday 12/16/23 01:00 PM - 02:30 PM Online-Einheit

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.

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

Attendance requirements

Please note that the first and last sessions/days are mandatory. If you do not attend the first session/day, 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)

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.


· 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 and

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%

Prerequisites for participation and waiting lists

There is no prerequisite required for this module.


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Recommended previous knowledge and skills

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

Availability of lecturer(s)

Dr. Sandra Awanis can be reached via e-mail at


Please note that this course will be held online.

Unit details
Unit Date Contents

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”

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


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

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.


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

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
Last edited: 2023-12-04