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Home arrow Testimonials arrow Foreign Students arrow Marketing Strategy for Entering an Emerging Market
Marketing Strategy for Entering an Emerging Market PDF Print E-mail

ECTS - 6

Course level

Intermediate

Course prerequisites (start competences)

o        English from upper secondary school or equivalent.

o        Basics in marketing, market research and marketing management

o        Analytical, evaluative, presentation, group-working skills

o        Ideally, students should have gained practical business experience in marketing management.

Course description & goals (final competences)

Annotation: This course focuses on marketing specifics in emerging markets, especially one of Eastern Europe countries – Lithuania (or three Baltic States). Every company, which is going to enter an emerging market, has to understand an environment of the market, evaluate market size and competitors, partners. All that will serve as necessary background for development of marketing strategies in the emerging market.

Goals (final competences). This course develops sophisticated understanding of the changing market context in which organization develop marketing activities, and the analytical and evaluative skills to assess trends and marketing practice in emerging market. 

Type of activity

Title& explanation

Time

Lecture

Marketing macro-environment in Eastern Europe

2

Consultation

Consultations on selection of a company or product and on analysis of macro-environment

2

Homework 1 (in a small groups)

Selection of a company or product for entering Lithuanian market.

Performance of PEST analysis for the selected company or product in Lithuania.

Prepare the presentation about the findings.

40

Workshop

Presentation of the homework and discussion

1

Lecture

Marketing micro-environment and market size in emerging market

2

Consultation

Consultations on analysis of micro-environment

2

Homework 2 (in a small groups)

Analysis of market size for the selected company or product

Analysis of competitors for the selected company or product

Analysis of partners (marketing research companies, advertising agencies, wholesalers and retailers, sales promotion companies, etc.) for the selected company or product

Prepare the presentation about the findings.

40

Workshop

Presentation of the homework and discussion

1

Lecture

Development of marketing strategy for the emerging market

2

Homework 3 (in a small groups)

Prepare strategic marketing plan for the company or product. (draft)

30

Consultation

Consultation during project development

2

Workshop

Presentation of the draft projects and discussion

2

Homework 4 (in a small groups)

Prepare strategic marketing plan for the company or product. (final)

30

Consultation

Consultation during project development

2

Workshop

Presentation of the final projects and evaluation

2

Total

 

160

Teaching methods

o        traditional lectures

o        workshops

o        consultation

o        projects

Course material

Literature:

  1. Aak L., Brokaw A., Miljan M., Implementing Brand Valuation in Marketing Management: Estonian Food Industry Cases. TUTWPE (BPE) No. 04/104, p.9-24.
  2. Jankowicz A.D., Business Research Project. Thomson learning, 2005
  3. Kotler Ph. Marketing Management
  4. Krutulytė R., Cultural variation in Country-Of-Origin effect: Study of Lithuanian and Danish consumers, 2004
  5. Pikturnienė I., the Use of Advertising Strategies among Lithuanian Innovative Companies: Pioneering versus Following Behaviour.  “The Baltic Sea Area Studies: Northern Dimension of Europe”. Volume 15. Working Papers edited by Prof. Dr. Bernd Henningse. BaltSeaNet, 2004
  6. Promoting Trade in Service: Experience of the Baltic States, OECD, 2004

Copies will be distributed at the school.

Evaluation

Examination and assessment method

Group assessment of first homework

20%

Group assessment of second homework

20%

Group assessment of fourth homework

50%

Presentation of the final project

10%

Retake

o        Distance learning

o        New assignment (paper), to be made at home and to be sent to for correction

Information lecturer

Teacher: Ph.D Vytautas Dikcius

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