MRKT 3410 - Strategic Marketing Management in Emerging Markets

Marketing, Management & Finance
Previous Course Number: MRKT 380

This course focuses on the challenges and opportunities associated with strategic marketing management and business strategy in emerging markets. This course focuses on the primary countries and regions that represent the emerging economies of the world including such countries as Argentina, Brazil, China, India, Malaysia, Mexico, Poland, South Africa, Taiwan, and Turkey as well as the regions of West Africa, Central America, Southeast Asia, Central Europe and Central Asia. The course will begin with an examination of the social, political, economic, cultural, and financial conditions that pose special challenges for businesses seeking to export to or invest in these regions and countries and then examine specific organizational strategies firms pursue to overcome these obstacles and make the most of opportunities in emerging nations. Students will focus on cross-functional strategies that integrate management, marketing, financial, and operational approaches, and discuss how both large multinationals and smaller, entrepreneurial firms can benefit from a better understanding of the dynamics of emerging economies.
credit(s): 3
Prerequisite(s): MNGT 2310, MRKT 1550