Course Objective

ACADEMIC AND RESEARCH SKILLS – STUDENTS CAN CONDUCT A BASIC
INTERNATIONAL RESEARCH PROJECT FROM START TO FINISH
After successfully completing this course, the student
• can analyze and demonstrate an understanding of problems from
different perspectives (Analysis)

BRIDGING THEORY AND PRACTICE - Students can demonstrate theoretical and
empirical knowledge concerning the relevant areas in international
business administration
After successfully completing this course, the student:
• can explain, contrast, and compare advanced theories, models and
concepts of marketing, and examples of best conduct, especially in
emerging economies

APPLICATION: Students can propose a solution to an international
real-life business problem by applying relevant theories and
methodologies.
After successfully completing this course, the student:
• is able to provide practical solutions to a real-life business case by
applying theory from marketing in emerging economies

BROADENING YOUR HORIZON - STUDENTS ARE ABLE TO REFLECT ON THE ETHICAL
AND SOCIAL IMPLICATIONS OF PROFESSIONAL AND GOVERNMENTAL DECISIONS
After successfully completing this course, the student:
• is able to describe the international, and (cross-)cultural context
regarding the marketing discipline, especially with regard to mature
versus emerging economies

SELF-AWARENESS – STUDENTS CAN EVALUATE OWN LEARNING, KNOWLEDGE AND
ACTIONS
After successfully completing this course, the student:
• is able to explain his/her own assumptions about working in a global,
diverse market place

Course Content

The course is one of the essential pieces of the semester on the
international context of the IBA program and specifically introduces you
to the emerging economies context in the field of marketing during
Period 5.

When we look at the global landscape today, we see two on-going
struggles: the drive for prosperity and development and the desire to
retain identity and traditions. On one hand, the economic flux in the
developed world is prevailing and the emerging markets are becoming a
global growth engine. On the other hand, weak institutions, cultural
clashes, and political tensions are encountered in the emerging
economies and these make business relationships with the developed world
risky.
Today’s marketer operates in this international environment and hence
has the responsibility to understand and communicate to others in the
company about the new world. In essence, the course is designed to help
you gain insights about the consumer and competitive landscape in the
emerging economies and thereby become the next era’s marketer. You will
investigate the competencies of the thriving local emerging market
companies and the factors that make global companies create successful
business models in these economies. As we contemplate on the market
driving practices in emerging markets, we will set the stage for deeper
insights for the fundamental issues that shape the marketing strategy
today.

Teaching Methods

Lectures
Tutorials

Method of Assessment

Written exam - Individual assessment
Assignment(s) - Group assessment
Class participation - Individual assessment
Mandatory attendance tutorials

Literature

Chattopadhyay, Amitava, Rajeev Batra, and Aysegul Ozsomer (2012), The
New Emerging Market Multinationals: Four Strategies for Disrupting
Markets and Building Brands, McGraw-Hill: USA.

Additional (required) materials will be announced via Canvas.

Recommended background knowledge

1.5 Cross-Cultural Marketing