This course provides an overview of the main marketing management concepts and practices in today’s developing economies with a special focus on Africa, Latin America and Asia.
The course aims at giving participants a sense of the opportunities of international decision-making in the transitional countries context. After decades of poor economic performance, transitional markets are now the most dynamic markets in the world, despite their volatility and emerging markets.
All the players in the business world are trying to capture this growth. Defining a strategy to take advantage of the multiple but complex opportunities offered by these markets is a major challenge to most of companies.
Claude Chailan is currently Professor and Program Director at EM Strasbourg Business School. He holds a Ph.D. in Management (2005) from the University of Nice Sophia-Antipolis in France. Prior to joining the academia, Dr. Chalain was actively involved in the development of international companies, such as L’Oreal, in several countries.
Among his research interests, he focuses on the links between marketing and strategy in the fields of Luxury Goods and Services Management, Business Models, Revenue Management, and International Business.
His work has been widely published in leading academic journals including The Journal of Marketing Management, The Journal of Product and Brand Management, Euromed Journal of Business, among others.