Marketing in Emerging Economies

Vrije Universiteit Amsterdam

Course Description

  • Course Name

    Marketing in Emerging Economies

  • Host University

    Vrije Universiteit Amsterdam

  • Location

    Amsterdam, The Netherlands

  • Area of Study

    International Marketing, Marketing

  • Language Level

    Taught In English

  • Course Level Recommendations

    Upper

    ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.

    Hours & Credits

  • ECTS Credits

    6
  • Recommended U.S. Semester Credits
    3
  • Recommended U.S. Quarter Units
    4
  • Overview

    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

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

    RECOMMENDED BACKGROUND KNOWLEDGE
    Cross-Cultural Marketing

Course Disclaimer

Courses and course hours of instruction are subject to change.

Some courses may require additional fees.