This course focuses on the analysis and evaluation of the competitive forces, consumption dynamics and marketing environments characterising the emerging markets. It seeks to develop a critical assessment of past and present global developments and power relationships that shape the marketing strategies and practices of firms operating in and/or originated from emerging economies.

The course examines the marketplaces of emerging economies from three interrelated areas:

1. An interdisciplinary assessment of globalisation and its impact on production and consumption dynamics in the emerging markets.

2. An evaluation of the marketing strategies and practices implemented by developed country MNCs in the emerging markets, as well as the threats and opportunities they face.

3. A review of the marketing approaches utilised by emerging market MNCs, with a focus on the strategic alternatives they pursue and the challenges they face while competing in foreign markets and building global brands.

In addressing these areas, the course also seeks to sensitise students to the colonial legacies of branding and marketing practices and help build a decolonial understanding of marketing and emerging markets. L&T methods emphasise experiential and collaborative learning through topical videos, expert talks, and real-world marketing applications. To enhance connections with practice, the course features a guest lecture given by a manager knowledgeable about marketing and emerging markets. 

6 x 2 hour lectures

1 x 3 hour lecture

None

None

1. Written assignment, including essay; Individual; 1700 words; 100%; ILOs 1-3.

This course aims to:

■ Equip students with a critical understanding and assessment of market, consumption and marketing relationship in the context of emerging markets.

By the end of this course students will be able to:

1. Identify, analyse and assess the opportunities and risks presented by emerging markets.

2. Distinguish and evaluate the characteristics of marketing environments in emerging and developed economies and assess their implications for marketing strategy.

3. Evaluate and critique the marketing strategies and practices employed by developed and emerging market MNCs while competing and building their brands in foreign markets.