Allgemeine Inhalte
Seminar Contents
South Asia is emerging as a strong economic force of the next century with more than 25% of global population and increasing consumer demand due to healthy economic growth. Since significant part of population is relatively young with high aspirations and growing purchasing power, South Asian market is an important destination for international marketer looking for next growth market. However, the countries in this region are significantly different from their western counterparts in terms of socio-cultural, political and demographic make-up. Therefore, it is pertinent for a marketer to understand cultural and social nuances of each sub-markets within South Asia to adopt right marketing strategy.
This seminar focuses on creating a shared understanding of South Asian market among participants by co-learning and sharing various dynamics of South Asian market forces. It also focuses on understanding unique consumer behavior of South Asian consumers and their value expectations, helping future marketer successfully penetrate next world economic growth engine. Discussions on contemporary issues and problems of marketing in South Asia and innovative marketing practices shall also be a part of the module.
Seminar Setup and Timeline
This theoretical seminar allows students to explore unique South Asian market and learn challenges faced by international marketer. Students are expected to contribute by giving a detailed presentation on assigned topic and participate in class-room discussion. Due to theoretical nature of the seminar, it is expected that students should have basic knowledge of marketing theories and practices. However, students will be provided with required guidance on the presentation and report writing.
Following a mandatory organizational kickoff, the seminar will be hold in three blocks as follows:
- Block 1:
- October 20, 2017 – 16:15-17:45 - Introduction of the seminar
- October 27, 2017 – 10:15-11:45 - Introduction of the seminar / topic assignment
- Block 2 :
- Nov 3, 2017 – 10.00 to 13.00: Scientific research and report writing
- Block 3 :
- December 1, 2017 – 10.00 to 17.00: Student Presentations
- December 15, 2017 – 10.00 to 17.00: Student Presentations
- February 2, 2018 – 10.00 to 13.00 – Student Presentations
- February 3, 2018 – 10.00 to 13.00 – Student Presentations
In the first block, the students will be familiarized with South Asian countries and unique marketing conditions prevailing in different South Asian country followed by insights into consumers of this region. In block 2, the students will be trained on scientific report writing followed by student presentation on assigned topics in block 3.
WICHTIG: Es steht Ihnen frei in englischer oder deutscher Sprache zu präsentieren und zu schreiben. Wir empfehlen dieses Seminar auf Englisch zu absolvieren, um besser auf die Berufswelt vorbereitet zu sein, wo Englisch gängiger Standard ist. In diesem Seminar wird explizit nicht der Umgang mit der Sprache bewertet, sondern lediglich die Inhalte. Dieses Seminar bietet neben seinen spannenden inhaltlichen Themen somit auch die Möglichkeit, sich besser auf die berufliche Praxis vorzubereiten. Aus der Teilnahme auf Englisch wird Ihnen kein Nachteil entstehen.
Grading information
Passing the seminar requires the following:
· Presentation on assigned topic
· assignment
Both presentation and assignment need to be passed in order to pass the seminar.
Topics for presentation (Tentative)
The students will be assigned a topic for presentation by the instructors in the first week of the semester. The presentation must have strong theoretical foundation followed by current marketing practices and insights from any South Asian market. The students can also propose their own topic for presentation with instructors’ consent.
Few of the indicative topics for the presentation are listed as follows:
· Generation Y consumers of South Asia: Expectations and aspirations
· Glocalization of brands in South Asian markets
· Rural marketing: Foundation and practices in South Asia
· Market entry strategy in South Asia
· Marketing to consumers at Bottom of Pyramid
· Digital marketing in South Asia
· Different forms of franchising in South Asia
· Mobile marketing: Does it work in developing South Asian economy?
· STP (Segmentation, Taregeting and Positioning) in South Asian affluent consumer market
· Luxury branding in South Asia
· Marketing environment analysis of a South Asian country
· Buying behavior of a rural consumer
· Product design and market adoption of global brands in South Asia
· New product development for South Asian market
· Unique pricing strategies of South Asian marketer
· Communicating customer value in South Asia: Unique and emerging practices
· Promotion mix in South Asia
· Marketing Channel design in South Asia
· Unorganized retailing in South Asian market
· Sustainability marketing practices in South Asia
· B2B marketing in South Asia
· Retailing in South Asian urban vs rural market
· Personal selling practices in South Asian market