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School of Continuing Studies

XCPD-502 International Marketing Management

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Through a combination of case studies, lecture, and simulations, you will learn to develop marketing strategies appropriate to a dynamic and challenging global marketplace. The primary focus of the course is developing and implementing product, pricing, promotion, and distribution strategies for global markets. The course also covers entry strategies and best practices for conducting market research studies.

Course Objectives

Upon the successful completion of the course, students will be able to:

  • Analyze market viability of global markets to make go/ no-go decisions
  • Identify the advantages and disadvantages of various market entry strategies
  • Analyze the challenges that globalization creates in creating and implementing a global marketing plan
  • Apply the market research process to foreign markets
  • Adjust the elements of the marketing mix (e.g. product, promotion, place, and price) to attain a long-term competitive advantage in a foreign market
  • Craft a comprehensive marketing plan to enter a foreign market and measure results
NUCB Graduate School of Management

Competing in Emerging Markets Prof. Nigel Denscombe

Next dates

Aug 31—Sep 1, 2019
2 days
Tokyo, Japan


Competing in Emerging Markets will focus on the steps of the market entry process from various viewpoints and stakeholder perspectives, from developed country MNCs to emerging market local champions looking to expand overseas to smaller local firms everywhere looking to grow new value! We will look at this new market entry process from (1) revenue related motives, like new sources of demand, to enter profitable markets, to exploit monopolistic advantage, to react to trade restrictions and to diversify internationally, and also from (2) cost related motives, including gaining economies of scale, using foreign production factors, using foreign raw materials, using foreign technology and reacting to exchange rate moves.


  • Theme: Developing the strategies for new market entry
  • Case1: Yamato Transport Replicating Japanese success in Singapore


  • Theme: Implementing new market entry through systematic marketing plans
  • Case2: Haier in India: Looking for mass markets beyond China
  • Article1: Distance still matters: The hard reality of global expansion


  • Theme: Refining marketing plans for new market sustainability
  • Case3: Novozymes: Cracking the Emerging Markets code?


  • Theme: Managing global market expansion and new market entry plans
  • Case4: The future of retailing: Will Uniqlo turn the world Japanese?
  • Article2: Managing global expansion: A conceptual framework
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