This class exists in these courses :
• IÉSEG > IESEG Degree - Programme Grande École > Semester 1 > 2,00 ECTS
• IÉSEG > IESEG Degree - Programme Grande École > Semester 2 > 2,00 ECTS

Prerequisites

Students should have followed an introductory course in marketing as well as some more advanced courses such as courses in operational marketing and consumer behaviour. Students should have the ability to do high quality secondary research. Further, they should have strong analytical skills to analyse situations and arrive at creative solutions as well as the ability to do teamwork.

Learning outcomes

At the end of the course, the student should be able to:
have a good understanding of critical theoretical issues related to International Marketing and their application to practical issues that are faced by companies in Emerging Markets.

Course description

Emerging Markets are countries that are restructuring their economies along market-oriented lines and offer a wealth of opportunities in trade, technology transfers, and foreign direct investment. This course analyzes the attractiveness and riskiness of international markets with a special focus on Emerging Markets. International marketing decisions studied include orientation towards international marketing in terms of mode of entry, appropriate organization for international expansion, and degree of adaptation/standardization of marketing mix elements for each target market. This international marketing course stresses that research is a means for companies that are doing business in emerging markets to understand the specific economic, political, legal and cultural characteristics and issues that they have to face and take care of in these markets.
Lecture 1: Emerging Markets and Market Behaviour
Lecture 2: Developing Consumer Products for Emerging Markets
Lecture 3: Pricing for Emerging Markets
Lecture 4: Distribution for Emerging Markets
Lecture 4b: Advertising and Promotion in Emerging Markets

Class type

Class structure

Teaching methods

• Case study
• Coaching
• E-learning
• Interactive class
• Presentation
• Project work
• Research
• Tutorial

Assessment

The course uses two assessment mechanisms
*Individual Assessment (Attendance) – 10%
*Individual Assessment (Class Participation) – 10%
*Continuous Assessment (Home/Class/Group) – 80%

Recommended reading

• International Marketing - Pervez Ghauri, Philip Cateora (McGraw Hill Education, 2005) Emerging Markets Reader -

Internet resources

• IESEG Online