MRKT 3410 - Strategic Marketing Management in Emerging Markets

Marketing, Management & Finance
This course examines 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 use to overcome these obstacles and pursue 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