International Marketing: Emerging Markets Essay Assignment Brief

International Marketing: Emerging Markets Assignment

The essay is divided into 2 parts. You must submit both parts.

Part A – 300 words

Using ChatGPT provide a summary of what emerging markets are and the opportunities and challenges marketing in emerging markets poses in no more than 300 words.

(This is not included in the word count but the summary should be included in your final assessment submission)

Improve this summary by re-writing it in your own words. You are advised to use academic literature and/or examples, but it should be no longer than 300 words to provide a contextual introduction to your essay.  

Part B – 3,700 words

Select 1 of the following essay titles to address:

1. Select one emerging market and critically examine consumption trends and the unique aspects of consumer behaviour. Consider the impact of cultural nuances and societal changes on consumption and marketing. Support your work with examples and academic theory.
2. Critically analyse the concept of "Bottom of the Pyramid" marketing and why it is considered a significant opportunity in emerging markets. Discuss whether you agree that it is an ethical way to market using contemporary examples and academic theory and literature.
3. Using academic theory and literature, critically examine, corporate social responsibility as an approach to entering emerging markets and its usefulness as a marketing strategy. Use a variety of examples from different countries to support your work.
4. According to Bang et al (2016) cultural diversity is a hallmark of emerging countries, which demands a departure from one-size-fits-all marketing strategies. Critically discuss this statement in relation to at least two emerging markets, providing examples and utilising academic theory and literature to justify your ideas.
5. Utilising examples and academic literature, critically examine the adoption and adaptation of marketing innovations in emerging markets. Evaluate the role of digital technologies in reshaping marketing practices and strategies and the effectiveness of digital channels in reaching diverse consumer segments.
6. Analyse and critically evaluate the relevance of internationalisation theory to firms based both in and outside emerging markets. Discuss the challenges and opportunities multinational corporations face and how they can leverage the growing, urban middle class in emerging economies to expand their market reach.