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IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
Professeur(s) responsable(s)C.DEMANGEOT
Intervenant(s)Catherine DEMANGEOT

Pré requis

Students must have a knowledge of basic marketing concepts and good desk research skills.

Objectifs du cours

• Identify the key characteristics of an emerging market that are of importance to international marketers and derive implications for marketing to these markets.
• Develop an integrated view of a particular emerging market in terms of its operating environment and consumer behaviour.
• Develop a set of recommendations for the development and/or introduction of products and services in emerging markets.
• Assess and synthesise information from various sources and about different fields.
• Analyse and evaluate the relative importance of the cultural element to work in multicultural environments.
• Demonstrate an intercultural open mindset and work efficiently in an international professional environment.
• Make a professional quality oral presentationn using adapted tools.

Contenu du cours

The course enables students to understand the particular challenges and opportunities which emerging markets present for international marketers. In a first instance, the particular context characteristics of emerging markets will be considered, and students, in multicultural teams, will apply this knowledge to research a specific emerging market. Then, the marketing challenges relating to entering and developing products for emerging markets will be considered.
Emerging market strategies will be analysed. The particular role of technology and its disruptive use in emerging markets will be considered. The bottom of the pyramid will be studied as a special type of emerging market. Students will reflect on what responsible marketing in emerging markets might entail.

Industry practitioner input will provide concrete examples of how, in practice, they enter and compete in emerging markets.

Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class16,00  
Independent work
Reference manual 's readings3,00  
Independent study
Group Project12,00  
Estimated personal workload7,00  
Charge de travail globale de l'étudiant48,00  

Méthodes pédagogiques

  • Presentation
  • Research
  • Seminar
  • Project work
  • Interactive class
  • Case study


The course will be assessed via participation in class, as well as a large project, during which students will research and assess one specific emerging market, before considering, for a client company, different entry modes and providing recommendations for action to their client.

The first part of the assessment will consist of a major group presentation (about their emerging market), while the second part (providing recommendations to a client) will consist of a group market plan.

Type de ContrôleDuréeNombrePondération
Continuous assessment
Group Project0,00140,00
TOTAL     100,00


  • Douglas, Susan P., and C. Samuel Craig. "Convergence and divergence: developing a semiglobal marketing strategy." Journal of International Marketing 19.1 (2011): 82-101. -

  • Cavusgil, S. Tamer, Pervez N. Ghauri, and Ayse A. Akcal. Doing business in emerging markets. Sage, 2012. -

  • Ghauri, P. and Cateora, P. International Marketing. McGraw Hill Education, 2005 -

Ressources internet

  • IESEG Online

    Course slides, readings and other materials will be published in the course website.

* Informations non contractuelles et pouvant être soumises à modification
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