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Brands and Marketing in Asia´s Emerging Markets

Objectives

The course will combine brand strategy and initial understanding of India and South East Asia to enable students to gain a contemporary insight into marketing in the emerging markets of this important region. This course is especially relevant for those with knowledge or interest in marketing through at least one previous course or work experience in marketing or a keen interest in business in Asia.

General characterization

Code

2636

Credits

3.5

Responsible teacher

Andrew John Harrison

Hours

Weekly - Available soon

Total - Available soon

Teaching language

English

Prerequisites

n/a 


Bibliography

Kapferer, Jean-Noël, The New Strategic Brand Management, 5th edition, 2012, Kogan Page (Essential)

Keller, Kevin Lane & APERIA, Tony & GEORGSON, Mats, Strategic Brand Management, A European perspective, 2nd Edition, 2012, Prentice Hall

Kroeber, Arthur (2016), China's Economy: What Everyone Needs to Know, ISBN-13: 978-0190239039

Sharp, Byron. How brands grow, Part 1, 2010, Oxford University Press

Sharp, Byron & ROMANIUK, Jenni. How brands grow, Part 2, 2016, Oxford University Press

Whitler, Kimberly (2019), What Western Marketers Can Learn from China, Harvard Business Review Magazine, May 2019


Teaching method

The course will use a mixture of background reading, contemporary articles, videos and case studies. Each of the 6 modules will be for one week, with each class being 1.5 hours, 2 times per week.Ideally each class will be delivered on campus but these may also be online. Each class will typically comprise three parts: c.30 mins lecture format (introduction to the topic, key points etc), c.50-55 mins case study/class discussion, c.5-10 mins prep and introduction for next class topic. A class register will be used to select students for group or individual discussion of answers to case studies to ensure all students contribute to group learning and all are able to be assessed for class contribution. 


Evaluation method

65% of the total assessment will be on individual contribution and 40% on group contributions

Individual class participation (inc questions, answers, engagement, attendance) 15%

Individual Exam (mandatory) 35%

Individual Performance feedback based on group peer review 15%

Weekly Group Case Study class participation (inc preparation, questions, answers) 10%

Unicorns case report and presentation (inc preparation, presentation, delivery, Q&A) 25%

Unicorns report and Group Presentation: The Unicorns report allows you to apply the learning from the lectures to one of South Asia¿s leading Unicorns - as well as to improve your analytical, communication and team-work skills.

Each group must do 1 case study report for evaluation and presentation in class. A report in powerpoint of 15 pages (max) is expected to be delivered to the lecturer and uploaded on Moodle before the start of the final week of the course. This is worth 25% of the marks. Reports not delivered in time will not be graded.

Each group will additionally have a 15 minute class presentation (not more!) and discussion. This should include a shortened presentation deck (max 5 pages) and Q&A. This is worth 5%

In summary, this exercise is worth 25% of final marks and splits 25% on the pre-delivered report and 5% on the class presentation/Q&A.

Individual exam : Exam is mandatory. The exam will cover a small choice of topics from the course material. 


Subject matter

The background to the extraordinary breadth and opportunity of Asian emerging markets

India's role today in e-commerce and sport

Brand differentiation in healthcare in Bangladesh and telco in Myanmar Emerging Markets study: Vietnam, & Indonesia Emerging Markets study: Thailand & Malyasia South East Asia's Unicorns: Group case studies eg: Go-Jek (Indonesia), Grab (Singapore) , Traveloka (Indonesia) or Mynt (Philippines)