Download MAJOR : MARKETING IN EMERGING MARKETS

MAJOR : MARKETING IN EMERGING MARKETS
(Septembre – Décembre)
1
COURSE S5MKT501
Course leader
Developing Marketing Strategies and Tactics
Céline Del Bucchia, PhD.
Céline Del Bucchia, PhD. - Paul McDonagh
Instructors(s)
Course description
Marketing strategy is a process that can allow an organization to concentrate its
resources on the optimal opportunities with the goals of increasing sales and
achieving a sustainable competitive advantage. Marketing strategies serve as the
fundamental underpinning of marketing plans designed to fill market needs and reach
marketing objectives. Developing strong brands is part of the strategic choices of the
companies. This module deals with strategies and tactics to develop a competitive
advantage and provides a framework of reference to develop a marketing strategy.
Course objectives
Having completed this course, the student is expected to demonstrate an
understanding of :






Learning goals
objectives
&
How
How
How
How
How
How
to develop a Marketing Strategy
to find and analyze information
to properly cite outside reference material
to develop brand identity
to measure brand equity
to establish and measure key indicators of marketing performance
learning L001 – Analyse – seek and qualify information
L002 – Analyse – understand company and its complex environment
L004 – Analyse – use appropriate tools in decision making
L011 – Decide – Define and propose strategic choices
L026- Influence- defend own choices
Tackled concepts
5 C’s Analysis (context, company, competition, collaborators, customers)
Segmentation, Targeting, Positioning
Marketing Mix
Value creation
Brand Identity
Brand Equity
Key performance indicators
Learning methods/Teaching This course will be taught using a combination of lecture, short exercises in class, and
procedures
case studies.
Assignments
1 cases mid-term; one exam, one final company project.
Evaluation
Continuous Assessment
Final Exam
60%
40%
Bibliography/Course Material
Required for the course:

Dolan, R. (2000) Note on Marketing Strategy, Harvard Business Note.

Kevin Lane Keller (1993) Conceptualizing, measuring, and managing
customer-based brand equity, Journal of Marketing
Recommended :
 Kevin Lane Keller, Strategic Brand Management, Pearson
Number of ECTS credits
4
2
2 Courses, 1 company project for a total of 30 hours
12 hours : Developing Marketing Strategy
12 hours : Managing Brand Identity & Brand Equity, KPIs
6 hours : Company Project “Developing New Marketing Strategy” in partnership with a
company
Schedule
N°
Type
1
Course
Developing Marketing Strategy, 12 hours
Session 1 : Marketing Framework, 5C’s, Segmentation, Targeting, Positioning,
Marketing Mix.
Session 2 : Application of the Marketing framework to a case study
Session 3 : Students oral presentations
2
Course
Managing Brand Identity & Brand Equity, KPIs, 12 hours
Session 1: Introduction to Keller’s concept of consumer based brand equity
Session 2: Creation and maintenance of brand value: the role of marketing
Session 3: Brand equity: measurement approaches
3
Project
Company project “Developping new Marketing Strategy”, 6 hours
Presention of the company and project
Coaching session
Students oral presentation
3
COURSE
N° S5MKT522
Capturing Market insights for marketing action
Course leader
To be determined
Instructors(s)
To be determined - Professional experts
Course description
The Marketing priorities for the next coming years, according to the Marketing
Science Institute, refer to getting a better understanding and getting closer to
customers.
On the one hand there is a need to develop a better understanding of how people
consume and how consumption is part of their life. This implies having a more in
depth understanding of consumer subjective experience. One of the challenges of
companies is to design experiences, not only products. And understand which
experiences make a difference for customers and which are not worth the
investment.
On the other hand the explosive growth in sources and quantity of data available to
firms is leading them to develop new tools to analyse market et customer data. How
to they integrate multipl e data sources, and use the wealth of information to come
up with better insights?
Course objectives
Learning goals
objectives
Tackled concepts
Having completed this course, the student is expected to demonstrate an
understanding of :
Qualitative methods
Content analysis
Big data and multiple data source analysis
Product vs. experience
Purchasing vs. consuming
Decision vs. Experience
The co-constructed aspect of the experience
The role of consumers in the marketing process
&
learning L004 – Analyze – use appropriate tools in decision making
L007 – Anticipate - Identify types of possible evolution and innovation
L011 – Decide – Define and propose strategic choices
L026- influence- defend own choices
L028 - influence- Bring change and innovation within the company
Consumer orientation - Consumption experience
Shopping experience – Innovation - Loyalty
Qualitative methods - Quantitative Methods - Market research
4
Learning methods/Teaching The courses will be taught using a combination of lecture, short exercises in class,
procedures
and case studies.
The programme will be intensive and highly interactive, making use of a number of
case studies, as well as a using series of examples from a wide spectrum of
industries. The teaching strategy will encourage the students to adopt a critical and
reflective approach to course content. The group discussions and presentations and
real-life projects will be used to provide the students with a forum where they will
be presenting their views and exploring a wide range of marketing and innovation
issues and topics.
Assignments
mid-term cases; one real life company project.
Evaluation
Continuous Assessment
100%
Final Exam
%
Bibliography/Course Material
Banasiewicz A. (2013)
Caru A., Cova B. (2007) Consuming Experience, Routledge
Pine B. J., Gilmore J. H. (2011) The experience economy, Harvard Business Press 2011.
Number of ECTS credits
4
Schedule
2 courses, 1 company project for a total of 30h
N°
Type
1
Course
Course 1, 9 hours : Exploring customer experience
Session 1 :
1 - Lecture: Introduction to consumer experience & shopinng experience
2- Learning activity: Which methods to capture consumer experience?
Session 2 :
2 - Lecture: Consumption experience and innovation
2- Learning activity : How to analyze qualitative data?
Session 3 :
3- Lecture: How do consumers get the power? Brand communities, tribes, Internet,
social media, word of mouth…
Learning activity: Presentation of the results of a qualitative research.
2
Course
Course 2, 15 hours : Multi Source Marketing analytics
To be determined
3
Project
“Innovation based of consumer insight”, 6 hours
Company project.
- Presention of the company and project
- Coaching session
- Students oral presentation
5
COURSE
N° S5MKT523
Developping Value Proposition
Course leader
To be determined
Instructors(s)
Latchezar Hristov, PhD.
Course description
Developing Value Proposition is the main purpose of marketing activities (Vargo and
Lusch, 2004). How to deliver value?
This module adresses two main issues related to the value proposition. First of all,
innovation. Product and service innovation are regarded as central to firms’
competitiveness and profitability. Evidence suggests that innovating firms grow
faster, achieve higher productivity and generally are more profitable than non innovators. Innovation is however a challenging management process which
requires a set of management skills and knowledge. This course adopts a marketing
perspective to New Product Development and product diffusion. It draws on
contemporary management practices and analytical tools that can aid managers in
maximising the effects of innovation by successfully creati ng and matching products
to markets. It also draws on business models innovation.
Second, developing value with pricing strategies. How to adopt an efficient pricing
strategy? Is price related to cost? How price influence perceived value?
Course objectives
Learning goals
objectives
Tackled concepts
Having completed this course, the student is expected to demonstrate an
understanding of :
the logic and applications of contemporary management models of innovation
the elements of the new product development process in manufacturing and in
service industries
the management implications of product diffusion and the product life-cycle
undertake in a professional manner a coherent and in-depth market analysis with
reference to subsequent management decision making
analyse real-life case studies working effectively in teams
Strategic options the firm is facing to develop a coherent pricing strategy.
&
learning L004 – Analyze – use appropriate tools in decision making
L007 – Anticipate - Identify types of possible evolution and innovation
L011 – Decide – Define and propose strategic choices
L026- influence- defend own choices
L028 - influence- Bring change and innovation within the company
Typologies of innovation - Management models of innovation
Types of NPD processes
New product diffusion and product life cycle management
Value creation - Pricing structure for different segments
Pricing policy - Pricing over the product life cycle - Costs
6
Learning methods/Teaching The courses will be taught using a combination of lecture, short exercises in class,
procedures
and case studies.
The programme will be intensive and highly interactive, making use of a number of
case studies, as well as a using series of examples from a wide spectrum of
industries. The teaching strategy will encourage the students to adopt a critical and
reflective approach to course content. The group discussions and presentations and
real-life projects will be used to provide the students with a forum where they will
be presenting their views and exploring a wide range of marketing and innovation
issues and topics.
Assignments
mid-term cases; final exam.
Evaluation
Continuous Assessment
50 %
Final Exam
50 %
Bibliography/Course Material
Trott, P. (2011) Innovation Management and New Product Development, FT Prentice
Hall, 5 th Edition
Crawford, C. Merle, Di Benedetto, Anthony C. (2011) New Products Management,
McGraw-Hill, 10th Edition
Smith, D. (2009) Exploring Innovation, McGraw Hill
Kottler, P, Armstrong, G., Wong, V and Saunders, J. (2008) Principles of Marketing:
European Edition 5 th Edition, FT Prentice Hall
Tidd, J., Bessant, J. and Pavitt, K. (2005) Managing Innovation: integrating
technological, marketing and organizational change, Wiley
Rogers, E. (2003) Diffusion of Innovations, 5 th Edition, The Free Press
Piercy, N. (2009, Market-led Strategic Change, 4 th Edition, Butterworth Heinemann
Number of ECTS credits
4
Schedule
2 courses, 1 seminar
N°
Type
1
Course
Course 1: The marketing of new products and services, 14 hours
Session 1 : Understanding markets through contemporary management models of
innovation
Session 2 : The new product / services development across industries
Session 3 : The porduct / service diffusion process and the management of new life
cycle
Session 4 : Company workshop
2
Seminar
Practices of Marketing Developement in FMCG, 4 hours.
 Operational Marketing vs. Marketing Development
 Product Life cycle
How to write breakthrough concepts?
3
Course
Course 2, The Strategy and Tactics of Pricing, 12 hours
Session 1: Strategic pricing and value creation
Session 2: Price structure, pricing policy and setting prices
Session 3: Pricing over the product life cycle, implementing pricing strategy and
competition
Session 4: Financial analysis, competition and ethics in pricing
7
COURSE
S5MKT524
Essentials of Emerging Markets
Course leader
To be determined
Instructors(s)
Course description
Emerging markets are quickly becoming the next frontier for multi -national
corporations seeking revenue and profit growth. However, emerging markets
represent a very different environment in which to market products and services.
Jag Sheth in his paper “Impact of Emerging Markets on Marketing: Rethinking
Existing Perspectives and Practices” (Journal of Marketing 2011) outlines five key
characteristics of emerging markets that make them fundamentally different from
developed markets and the implications of these differences for marketers. This
article will be used to introduce the course.
The course “Introduction to Emerging Markets” will cover the Sheth article as
discussed above and will also include core marketing questions such as global versus
local brands, and the impact of entering emerging markets on brand meaning.
The course “Business Models in Emerging Markets” will cover the different options
firms have when entering emerging markets. The need for new business models in
new markets is well known even in developed markets (e.g., disruptive innovations
by Christensen (1995)) and this concept has been explored in emerging markets as
well. Emerging markets do not want cheaper, “watered-down” versions of
developed-market products. Instead, they need products and business models
designed for their unique situation. Eyring, Johnson and Nair (HBR 2011) will act as
a starting point for this discussion.
The course “Understanding Markets and Consumers” will introduce the concept
that market structures, consumer needs and consumer behavior in emerging
markets can vary dramatically from what marketers in developed countries have
experienced.
Course objectives
Learning goals
objectives
&
learning L001 – Analyse – seek and qualify information
L002 – Analyse – understand company and its complex environment
LG10 - ANTICIPATE-Assess risks and implication of decisions
LG11 - DECIDE-Define and propose strategic choices
LG28 - INFLUENCE-Bring change and innovation within the company
Tackled concepts
Learning methods/Teaching This course will be taught using a combination of lecture, short exercises in class,
procedures
and case studies.
Assignments
Evaluation
Bibliography/Course Material
Number of ECTS credits
8
3 Courses for a total of 30 hours
 Introduction to Emerging Markets
 New Business Models for MNCs Entering Emerging Markets
 Understanding Markets and Consumers
Schedule
N°
Type
1
Course
2
Course
3
Project
9
COURSE
S5MKT525
Marketing Strategies and Tactics in Emerging Markets
Course leader
To be determined
Instructors(s)
Course description
Several fundamental assumptions that marketers hold about marketing in
developed nations are not true in emerging markets. This course helps expose
these assumptions and will help marketers understand the challenges faced in
several tactics areas. Further, the course will include a module on market research
in emerging markets to further equip students with the ability to continue learning
about consumers and businesses in the markets they intend to address.
In the “Market Research in Emerging Markets” module, the course will discuss
cultural and literacy challenges to gathering consumer and business data with
standard surveys and focus groups. Gathering data from participants in emerging
markets must be adapted to the culture to take into account different hierarchical
structures in different non-Western cultures. Also, different levels of literacy in the
population must be accounted for, in addition to lower internet penetration, lower
exposure to mass media, and lower familiarity with broad brand choice.
The “New Product Development” module will explore how firms can maximize the
effectiveness of product development in emerging markets and importing
innovations developed there into developed markets.
The module on “Communication and Distribution Cha llenges” module will address
the lack of mass communication (for advertising) and infrastructure (roads, banking,
spaces for selling and consuming, internet access) and the challenges those create
for marketers in emerging markets. Is e-business possible? Are traditional retail
outlets available? Many tactical options taken for granted in developed countries
may not be possible in emerging markets but with innovative thinking, may be
developed.
Course objectives
Learning goals
objectives
&
learning LG06 - ANALYSE-Implement reasoning
LG07
LG08
LG10
LG11
LG28
- ANTICIPATE-Identify types of possible evolution and innovation
- ANTICIPATE-Identify and leverage opportunities
- ANTICIPATE-Assess risks and implication of decisions
- DECIDE-Define and propose strategic choices
- INFLUENCE-Bring change and innovation within the company
Tackled concepts
Learning methods/Teaching This course will be taught using a combination of lecture, short exercises in class,
procedures
and case studies.
Assignments
Evaluation
10
Bibliography/Course Material
Number of ECTS credits
3 Courses for a total of 30 hours
 Market Research in Emerging Markets
 New Product Development: Taking Innovation into and from Emerging
Markets
 Communication and Distribution Challenges in Emerging Markets
Schedule
N°
Type
1
Course
2
Course
3
Project
11
COURSE
S5MKT526
Doing Business in Emerging Markets
Course leader
To be determined
Instructors(s)
Course description
When firms look to do business beyond developed nations, they will face an
environment with a very different perspective on rules, regulations, stakeholders
and the employee / management relationship. This course will explore these issues
through three modules.
Ethics, Political Structure, CSR and Governance in Emerging Markets will address
issues associated with setting up and running an ethic and globally responsible
business in an emerging market. The course will address issues in how to operate in
an environment that have very different l evels of market competition (versus
monopoly), many NGOs, and a stronger role played by a religious structure.
Corruption and CSR will be addressed.
Business Cultures: Negotiations and Management will teach students different
points of sensitivity around the globe for different cultures. Although impossible to
cover every topic and every culture, the goal of the course will be to heighten
students’ awareness of the areas of difference between various cultures of the
world and appropriate and strategic behavior in different cultures.
Regional Focus: Differences Across Emerging Markets will highlight some of the key
differences across different emerging markets and will give the students the
opportunity to explore two or three regions of interest in depth. Differences in
market structure, geography, urbanization, culture, and consumer behavior will be
explored. The opportunity to compare and contrast multiple markets will give the
students a heightened appreciation for the importance of understanding thei r
market deeply before entering.
Course objectives
Learning goals
objectives
&
learning L002 – Analyse – understand company and its complex environment
LG09 - ANTICIPATE-Forecast economics, social, environmental impacts of a decision
LG10 - ANTICIPATE-Assess risks and implication of decisions
LG31 - EVOLVE-Improve your behaviour
Tackled concepts
Learning methods/Teaching This course will be taught using a combination of lecture, short exercises in class,
procedures
and case studies.
Assignments
Evaluation
Bibliography/Course Material
Number of ECTS credits
12
3 Courses for a total of 30 hours
 Ethics, CSR and Corporate Governance
 Business Cultures: Negotiation and Management
 Regional Focus: Differences across Emerging Markets
Schedule
N°
Type
1
Course
2
Course
3
Project
13
COURSE
S5MKT527
Action Learning Project in Emerging Markets
Course leader
To be determined
Instructors(s)
Course description
The learning in the first six modules is put into practice in this action learning
project. Students will work in teams to do a consulting project for either a multi national firm looking to enter an emerging market or for a company that already
exists in an emerging market. In all cases, the students will be analyzing and making
recommendations for a marketing decision within an emerging market.Students will
spend 6 hours in class learning about the problem and the firm. This will include
intensive background research, interviewing company executives as needed, looking
up secondary data, and learning more about the context of the problem. The
remainder of the course hours will be spent on site in the emerging market ,
further exploring the problem, gathering additional data from potential consumers,
partners, and company executives as appropriate, and conducting observational
research. The project will be concluded in Nantes. Presentations to the company
executives will be made either in person (for French MNCs based in Nantes or Paris)
or via Skype.
Course objectives
Learning goals
objectives
&
learning L001 – Analyse – seek and qualify information
L002 – Analyse – understand company and its complex environment
L011 – Decide – Define and propose strategic choices
L026 – Influence - defend own choices
LG23 – FEDERATE-Communicate and persuade
Tackled concepts
Learning methods/Teaching This is a project-based course. Learning will be facilitated using a combination of
procedures
lecture, outside research and will culminate with a visit to an emerging market to
complete the research and create final recommendations.
Assignments
Evaluation
Bibliography/Course Material
Number of ECTS credits
2 Courses for a total of 30 hours
 Project Preparation
 On-Site Project Research
Schedule
N°
Type
1
Course
2
Course
3
Project
14