The course aims to develop strategic thinking in an Asian marketing context and will give the students a chance to develop their verbal as well as written communications skills through the discussions of case studies and the presentation of selected topics of their choice. The students will acquire key concepts and tools necessary in order to build Asia-focused marketing strategies as well as the tools to solve marketing problems in an Asia-related context.

1. The students who pass this course should be able…

a) …to demonstrate a clear understanding into how to successfully conduct business in Asia.

b) …to understand how culture affects business decisions in Asia.

c) …to effectively use acquired tools for market research in Asian economies.

d) …to understand key obstacles in entering Asian markets.

e) …to understand how to formulate and assess entry strategies for emerging markets.

f) …to select the right marketing tool for the right market in order to successfully promote and sell your product and/or service in Asia.

g) …understand the effect of business models on marketing decisions in an Asia-related context.

h) …to learn the overall market dynamics in Asian countries.

In addition, although not explicitly taught in the course, students will develop their knowledge and skills in the following areas through case practice:

a) Nurture their “business acumen” by solving practical business problems in real world settings.

b) Challenge their understanding of ethical behavior in an unknown business environment.

c) Gain experience in working in a collaborative environment with all its (dis)advantages to successfully and timely “finish the job”.

The course utilizes a combination of interactive lectures, (case) discussions, and group presentations to give the students a better understanding of the four Ps (Product, Price, Place, and Promotion) of marketing in an international context. The course is held in a seminar format. Consequently, attendance and participation in class discussions is critical to the success of the course and will determine your grade.