Course Catalogue

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This course focuses on the analysis and evaluation of the competitive forces, consumption dynamics and marketing practices shaping and characterising the emerging markets. By the end of this course, students will be able to assess the key local and global trends influencing marketing strategies and practices of firms operating and/or based in emerging economies.

This course will be taught over 3 weeks

Please refer to the current postgraduate prospectus at: http://www.gla.ac.uk/postgraduate/

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The course will be assessed through an individual assignment, a 2500 word essay.

This course aims to provide an advanced examination of the marketing environment of emerging markets and develop a critical assessment of the opportunities, risks and marketing approaches of firms operating or based in these markets. The course examines the marketplaces of emerging economies from three interrelated areas. First it offers an interdisciplinary assessment of globalisation and its impact on production and consumption dynamics in the emerging markets. Second, the course evaluates the marketing strategies and practices implemented by developed country MNCs in the emerging markets and the threats and opportunities they face. Third, it reviews the marketing approaches utilised by emerging giants - developing country companies - and examine the strategic alternatives they pursue and the challenges they face while taking their businesses to foreign markets and building global brands. Overall, the course aims develop a critical evaluation of market, consumption and marketing relationship in the context of emerging markets.

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

1. Critically assess the implications of globalisation on the marketing environment of emerging economies;

2. Identify, analyse and assess the unique opportunities and risks presented by emerging markets;

3. Evaluate and critique the marketing strategies and practices utilised by developed country MNCs operating in emerging markets

4. Identify, distinguish and evaluate the challenges and opportunities emerging giants encounter as they compete with the MNCs and build their brands

5. Critically evaluate the similarities and differences in marketing strategies and practices of developed country MNCs and the emerging giants

Students must submit at least 75% by weight of the components (including examinations) of the course's summative assessment.