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2016/2017  KAN-CCBLV1603U  International Marketing in Emerging Markets: An Asian perspective

English Title
International Marketing in Emerging Markets: An Asian perspective

Course information

Language English
Course ECTS 7.5 ECTS
Type Elective
Level Full Degree Master
Duration One Semester
Start time of the course Autumn
Timetable Course schedule will be posted at calendar.cbs.dk
Min. participants 40
Max. participants 60
Study board
Study Board for BSc og MSc in Business, Language and Culture, MSc
Course coordinator
  • Sudhanshu Rai - Department of Management, Society and Communication (MSC)
Main academic disciplines
  • Globalization and international business
  • Management
  • Marketing
Last updated on 11-04-2016
Learning objectives
To achieve the grade 12, students should meet the following learning objectives with no or only minor mistakes or errors: The course provides the student with a necessary mix of: (1) critical analysis, (2) application of concepts and techniques, and (3) communication and team work.
  • Will learn how to identify and analyze opportunities within emerging international marketing environments;
  • Will learn how to select, research, and enter a new emerging international market
  • Will learn how to make a final marketing plan using skills acquired throughout the course
Course prerequisites
Marketing/ International Business
Prerequisites for registering for the exam
Number of mandatory activities: 1
Compulsory assignments (assessed approved/not approved)
Class participation assessed
International Marketing in Emerging Markets: An Asian Perspective:
Exam ECTS 7,5
Examination form Home assignment - written product
Individual or group exam Group exam
Number of people in the group 4-5
Size of written product Max. 40 pages
Assignment type Project
Duration Written product to be submitted on specified date and time.
Grading scale 7-step scale
Examiner(s) One internal examiner
Exam period Winter
Make-up exam/re-exam
Same examination form as the ordinary exam
Description of the exam procedure

Students will prepare a report on the international market plan for the selected company’s product/product category for launch in an emerging market for this course. The project will present the case of selected company’s market entry in emerging market. It will include theoretical deliberations over the project based on the course literature and additional relevant literature. The deliberations will emphasize the particular strategic and practical issues that derive from the fact that the project is taking place in an emerging market. Students will defend their project and relate it to the course literature in a written assignment. The project will be prepared in groups of no more than four students. However, the grade given will be individual. The deadlines for handing in the project problem-formulation for approval and for handing in the written assignment will be announced.


Exchange/credit students take an individual written curricula exam based on a 3-page written synopsis presenting an individual case of a company’s marketing plan in an emerging market. The synopsis must be handed in approximately two weeks before the exam. The synopsis may be written with one or two fellow students. 

Course content and structure

The shift of global economic power to the emerging markets has presented a number of fundamental challenges to business managers in international marketing. Owing to the significant differences in cultures, political and legal environments, and economic environments, existing theories of firms’ internationalization, brand building in the global market are not readily applicable in an emerging economy. An emerging market has many different sub-markets in it, adding to the complexity of the market behavior. Within the emerging markets, the Asian markets are showing continuous strong progression with growing demand and investments.

 The course will cover international marketing from emerging markets perspective; in this we will first discuss the international marketing theory, identify the structural features that distinguish emerging markets from developed economies, explaining their common characteristics and also factors that vary strongly from country to country. Students will use an analytical method to develop emerging market strategies and understand how emerging markets have changed the discipline, introducing new types of firms and making older theories obsolete.


The themes are as follows:

  1. The international marketing discourse in emerging economics, an introduction
  2. Environment of International Marketing
  3. Why emerging markets are important for international marketing?
  4. Social and Cultural environment of emerging economies
  5. Cross cultural sensitivity for marketing in emerging economies
  6. The Political, Legal, boundaries for operating in emerging economies
  7. Critical issues in engaging with market research in emerging economies
  8. Global Market-Entry Strategies: Licensing, Investment, and Strategic Alliances 
  9. The Global Marketing Mix
  10. Putting theory onto context- developing an international marketing plan.
  11. International marketing in the decade ahead


This course allows students to work with an emerging market while they are working with their project and use international marketing theories as a reference to apply it to their project at hand. In doing so they will be encouraged to understand the efficacy and the scope of international marketing theories within the context of emerging economies, how to form marketing strategies that combine theory and understanding of individual emerging market. In affect this course will expose the students to an emerging economy; understanding the competitive situation, structure and laws governing trade; market potential, demand analysis and potential target markets; planning and development of products and services; distribution structure, channel dynamics, and service levels; appropriate and effective pricing strategies and factors influencing/restricting price controls; and, necessary product/service support, costs of providing support and mechanisms to ensure customer satisfaction.


Teaching methods
To help achieve the course objective the students will be supported in identifying a company that has interest in marketing and is planning to launch their product in any emerging economy or those firms who have launched in these markets but are struggling to understand the emerging economy market dynamics. The companies can be from any sector and can vary in their size (small, local or international). The students will form groups and will develop an international marketing plan for the selected product/ product category of the company.

We shall use a 3-prong learning process for this course.
1. Lectures by Faculty [supported by your readings]
2. Case Analysis
3. Live Project

Group project: Emerging market analysis

The international marketing plan will need to be comprised of sections on Cultural Analysis, Economic Analysis, Market Audit and Competitive Market Analysis, and Preliminary Marketing Plan.
Student groups are expected to develop a detailed market entry plan that will involve making decisions on issues such as:
• Mode of entry;
• Local partners;
• Positioning;
• 4 P’s (product, place, promotion and price), including the extent of
standardization vs. adaptation with respect to domestic or other international
marketing plans already in place; and
• Managing, measuring and controlling the international marketing effort.
Student workload
Preparation for class + teaching 146 hours
exam 60 hours
Expected literature

To be announced at LEARN

Last updated on 11-04-2016