Emerging Markets in Marketing

The rise of emerging economies is bringing significant changes in the marketing practice. The traditional notion of extending products and services designed for advanced economies is no longer as successful in emerging markets. This is primarily because of affordability and accessibility. Moreover, most consumption in emerging markets is unbranded products and services, and unorganized competition. This course identifies five dimensions where emerging markets are different. The traditional approach of think global, act local (glocal) is replaced by a new perspective of think local, act global, especially in large emerging markets such as China and India

• Understand key differences between emerging and advanced markets
• Analyze the impact of emerging economies on marketing strategies
• Apply local thinking with global action in marketing products
• Evaluate challenges and opportunities of unorganized competition

• No deep prior experience is required, but basic computer and internet skills are helpful
• Ability to read course instructions in English and complete short practice activities