Brand Cultures and Emerging City Markets: A Review and Application of Digital Marketing Practices in Evolving Emerging Economies

“Our mission is to give everyone in the world the power to share what’s important with them and to connect every person in the world.”  
Mark Zuckerberg, addressing students at the Indian Institute of Technology

This course reviews how brand and product marekting strategies have evolved into digital virtual spaces and how consumers situated in the so-called emerging economies have also evolved into virtual communities around them.

Developed by all sorts of organizations, digital marketing strategies are responses to evolving patterns of globalized consumption observed in many different types of organizations and geographical places.

Instances of these strategies are then found in many different markets and settings.  Cities as center (hubs) of economic and market activity offer new and fresh perspectives. Emerging city markets, as they will be referred to in the course, are no exception.  Cultural practices and technological trends translate rapidly from one community into other communities. In the recent past economic, social, and legal asymmetries were observed, slowing or preventing the diffusion of these practices in global markets. Technology and communication platforms have played an important role reducing or even offsetting these asymmetries.

Paradoxically, these digital marketing trends are observed at the same time as consumers shift traditional demands for value, price and convenience into new demands for local, sustainable, and sharable products and services.

A course focused on identifying, analysing, and applying these ideas can help students learn how to tap into the opportunities arising from an understanding of these market trends.

Course Date & Time

Dates: September 17 – December 5, 2019
Class meeting times: Tuesday and Thursdays, [TIME CHANGE] 8:00 - 9:30 AM, Central Standard Time  (Mexico City Time)

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