A83025 Entering emerging markets: organisation, distribution and pricing

At the end of the course the student will be able ;

a )  to understand how to evaluate the different emerging markets in term of dimensions and complexity

b )  to build a business plan , for the chosen markets , how to succesfuly develop  in term of portfolio products including the pricing aspects, the distribution and advertising /promotion

c)   to design an appropiate organisation able to support the business plan

Enlarging the capacity of the students to confront themselves with new scenarios and new cultures and been able to propose solutions even if all the data are not available but following a a coherence in their approach

Using also some real examples , the course will go through the process  and criteria which have to be followed in the evaluation of  the differents emerging markets and define the approach in order to develop ,succesfuly, them.

Tha main points which will be investigated are the following

a)   regulations

b )  market potential and the consumer segmentation

c)   competition in term of offer  , pricing , advertising and promotion

d)   distribution and how to manage it.

e)  logistics aspects

f)  organisation adapted to this new markets

he course will be run via a worksop format requiring a strong an active involvement of the students  . Lectures will be held through the entire semester .Students are responsible for reading the suggested material before coming to the lessons  and for providing a strong and active contribution to the discussion led by the instructor. The students will be" pushed" by the instructor  to express their comments and develop new ideas.

On top the required readings will be invited to extend their lectures to articles of intenational news papers which , some of them will be discussed during the lessons.

The course evaluation will be based on a case construction by the students group.During the course will be intermediate evaluation based on case discussion.