University of Economics, Prague
Course: Marketing in Emerging Markets (CEMS)
Instructor: Michal Lemanski, Vienna University of Economics and Business
1. Course Objectives:
The course focuses on strategic aspects of marketing management in emerging
markets. It helps you to develop strategic thinking for doing business in emerging
markets context, and will provide you with an opportunity to sharpen your verbal and
written business communication skills. Utilizing a teaching approach that mixes cases
of both successful and unsuccessful firms which entered emerging markets, class
discussions and skill workshops, you will learn key concepts and tools used in
approaching strategic problems of marketing in emerging markets.
2. Required Course Material:
a) A selection of course readings will be available ahead of time, for students to read
prior to the course, and/or distributed in class as background readings.
b) Reference book: Cavusgil, Knight, Riesenberger, (2008) “International Business –
Strategy, Management, and the New Realities” (1st edition), Pearson-Prentice Hall
3. Pre-course assignments:
As a pre-course assignment, each student should:
1) Read chapter 9 “Understanding Emerging Markets” from the course reference
book which is also available free of charge as a PDF download at:
www.prenhall.com/cavusgil, and answer the following questions in writing:
a. What are advanced economies, developing economies, and emerging markets?
What are the major distinctions among these three country groups?
b. Explain the major reasons why firms would want to do business in emerging
markets. What makes these markets attractive?
This assignment is to be handed in at the beginning of the first session in class and
will not be accepted late.
2) Select one of the topics for presentations (see the schedule), think it over, and
collect data for a presentation. Details of the presentations will be announced during
the first course session.
4. Assessment:
Written exam
Class participation
Presentation in class
Pre-course written assignment
12.02.16
40%
30%
20%
10%
1
5. Schedule:
Date
Content
16 February
2009
Introduction & course overview
Trends in the global marketing environment
Key problems of marketing in emerging markets
9:00 – 12:00
Workshop: How to perform case analysis
16 February
2009
13:00 – 17:00
Assessment of market opportunities in emerging markets
Market research in China and India
Workshop: Presentation skills for international business
17 February Building and executing marketing strategy for emerging markets:
2009
product policy and marketing communication for emerging markets
Case study
9:00 – 12:00
17 February
2009
Building and executing marketing strategy for emerging markets
(continued): pricing and distribution in emerging markets
13:00 – 17:00 Case study
Ethical considerations for international marketing managers doing
business in emerging markets
Presentations:
a) Culture clashes in marketing: Europe vs. India
18 February
2009
b) How to approach consumers in the Middle-East?
c) How to approach Russian consumers?
9:00 – 12:00
d) The dark side of globalization: what are the negative effects
of Western multinationals entering and operating in emerging
markets?
e) Should we all learn Chinese? The rise and global expansion
of Chinese corporations.
18 February
2009
13:00 – 17:00
Marketing management in emerging markets– future challenges
Emerging giants: companies form emerging markets entering the
West
Case study
Written exam
12.02.16
2