Competitive strategies for emerging markets (2007/2008)

Course not running

Course code
4S02052
Name of lecturer
Fabio Cassia
Number of ECTS credits allocated
6
Academic sector
SECS-P/07 - BUSINESS ADMINISTRATION AND ACCOUNTING STUDIES
Language of instruction
Italian
Location
VERONA
Period
II semestre dal Feb 18, 2008 al May 31, 2008.

Lesson timetable

Learning outcomes

The course aims at giving a conceptual overview of models to identify and take full advantage of business opportunities in emerging markets (EMs). Adaptations in HICs (high income, industrialized countries) competitive strategies required to successfully compete at the bottom of the pyramid in EMs will be analysed. Several case studies of companies competing in specific EMs (e.g. Mexico, Brazil, India) will be presented, as well.

Syllabus

Lo scenario dell’economia e degli scambi mondiali
-I mercati emergenti (EMs): definizioni e specificità
-Il contesto socioeconomico, culturale e istituzionale-normativo negli EMs
-Analisi per individuare e selezionare opportunità di business negli EMs
-Analisi della domanda: l’apice e la base della piramide, strumenti per le ricerche di mercato negli EMs
-Analisi della competizione e definizione del vantaggio competitivo
-La progettazione di prodotti e servizi per la parte alta e per la base del mercato
-Canali di entrata e distribuzione
-Declinazione operativa delle strategie competitive (prezzo, comunicazione)
-L’innovazione nei mercati alla base della piramide
-Approfondimenti su specifici mercati emergenti (Messico, India, Brasile, ed altri)

Assessment methods and criteria

A written test to assess accurate knowledge and a supplementary oral examination are required. The tests will be corrected on the same day or in the immediately following days. The results of the written tests as well as the calendar of the oral examinations will be published on the website and in the notice board. For attending students an ongoing evaluation will be organised.