Postgraduate taught 

International Strategic Marketing MSc

Marketing and Emerging Markets MGT5373

  • Academic Session: 2020-21
  • School: Adam Smith Business School
  • Credits: 10
  • Level: Level 5 (SCQF level 11)
  • Typically Offered: Semester 2
  • Available to Visiting Students: No
  • Available to Erasmus Students: No

Short Description

This course focuses on the analysis and evaluation of the competitive forces, consumption dynamics and marketing practices shaping and characterising the emerging markets. By the end of this course, students will be able to assess the key local and global trends influencing marketing strategies and practices of firms operating and/or based in emerging economies.


This course will be taught over 3 weeks

Requirements of Entry

Please refer to the current postgraduate prospectus at:

Excluded Courses





The course will be assessed through an individual assignment.

The assignment entails a critical evaluation of marketing strategy approaches utilised and the opportunities and risks encountered by firms operating or based in emerging markets and comprises of a 2000 - 2500 word essay.

Main Assessment In: April/May

Course Aims

This course aims to provide an advanced examination of the marketing environment of emerging markets and develop a critical assessment of the opportunities, risks and marketing approaches of firms operating or based in these markets. The course examines the marketplaces of emerging economies from three interrelated areas. First it offers an interdisciplinary assessment of globalisation and its impact on production and consumption dynamics in the emerging markets. Second, the course evaluates the marketing strategies and practices implemented by developed country MNCs in the emerging markets and the threats and opportunities they face. Third, it reviews the marketing approaches utilised by emerging giants - developing country companies - and examine the strategic alternatives they pursue and the challenges they face while taking their businesses to foreign markets and building global brands. Overall, the course aims develop a critical evaluation of market, consumption and marketing relationship in the context of emerging markets.

Intended Learning Outcomes of Course

By the end of this course students will be able to:


1. Critically assess the implications of globalisation on the marketing environment of emerging economies;

2. Identify, analyse and assess the unique opportunities and risks presented by emerging markets;

3. Evaluate and critique the marketing strategies and practices utilised by developed country MNCs operating in emerging markets

4. Identify, distinguish and evaluate the challenges and opportunities emerging giants encounter as they compete with the MNCs and build their brands

5. Critically evaluate the similarities and differences in marketing strategies and practices of developed country MNCs and the emerging giants

Minimum Requirement for Award of Credits

Students must submit at least 75% by weight of the components (including examinations) of the course's summative assessment.