Available as an elective to students who specialise in International Marketing
Exclusions
Description
The module will address common and specific issues of marketing in emerging markets. It will study consumer behaviour, marketing strategies and approaches and marketing mix in view of regional specificity. The content will cover aspects of the marketing environment, market growth and dynamics, context specific marketing strategies, consumer segmentation in emerging markets, marketing strategies for less affluent consumers, product and branding, pricing, promotional and distribution strategies for emerging markets. Moreover, special attention will be given to market liberalization and foreign market servicing and marketing strategies of global and local players.
Learning Outcomes
By the end of the module the student should be able to:
demonstrate comprehensive knowledge and understanding of the diversity of emerging markets and their differences from developed markets;
identify and analyse the complexities of marketing strategies and operations in emerging markets;
critically evaluate the need for specific approaches to different consumer segments in emerging markets;
demonstrate knowledge and understanding of regional and cultural challenges to marketing in emerging markets.