MKT2243 Doing Business in Emerging Markets

Second Term, 2026-27

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Course Description

Pre-requisite: BUS2108 Global Business Environment, GLA2003 Global Business and Management

The emergence of the ‘BRIC’ economies and the continued growth of other developing countries is resulting in an ever-increasing importance of what were once referred to as ‘third world’ countries in terms of their share of the global economy. With slowing growth rates in developed countries and the saturation of many of those markets, multinational firms are increasingly looking at expansion in emerging markets and developing countries to fulfil their growth requirements. This course looks at the potential and the pitfalls of operating in emerging markets and stresses to students the unique business challenges and opportunities that exist in these countries. The course calls on students to adapt their mindsets and recognize that when a population is ‘living with less’ this has a significant impact on how they think, how they work and how they consume. Based on a recognition of these differences, the course then asks students to consider how they can effectively and responsibly do business with, and in, emerging markets.

Instructor

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Course Outline and Schedule

       Prof. Paul A. WHITLA - L1

Lecture Notes

Students could access to the teaching notes in Moodle System