Department of Middle Eastern Studies
Department of Middle Eastern Studies

Invisible Global Market

Invisible Global Market

Tuesdays & Thursdays 9:30-11:00
MES 382M

Course Description:

This course will focus on the unique characteristics of the developing markets and the relevant market strategies. Developing markets, which are home to 86 percent of the world’s population, not only represent the future of global commerce but present rich opportunities today.  These opportunities can be seen in growing markets for luxury goods among a newly minted luxury class, entry-level automobiles, and appliances for a burgeoning middle class and low-cost products for poor and rural customers.  Today about half of the estimated 1.7 billion members of the “consumer class” live in the developing world and this percentage is increasing year by year. But companies won’t realize these opportunities through the market strategies that work in the markets of the developed world.  In developing markets, there are no smooth superhighways, no distribution networks, and, in many cases, no electricity.  These markets are younger, behind in technology (but rapidly catching up) and inexperienced as consumers.  These characteristics, which can present obstacles, also create opportunities for companies with the right strategies. 
Specifically, the course objectives are:
  • Provide students with an understanding of the unique market realities of the developing counties.
  • Discuss creative and profitable market strategies that are being implemented by companies to leverage the 86% opportunity.
  • Understand the important role being played by NGOs, Foundations, social organizations and entrepreneurs in addressing the social problems of the developing countries.
The course will be of particular value to students planning careers in management consulting, NGOs, foundations, social organizations, and multinational companies. The format of the course will include lectures by the instructor, guest speakers and group presentations by students


Meet the Professor

Vijay Mahajan holds the John P. Harbin Centennial Chair in Business at Mccombs School of Business, the University of Texas at Austin. He has received numerous lifetime achievement awards including the American Marketing Association (AMA) Charles Coolidge Parlin Award for visionary leadership in scientific marketing. The AMA also instituted the Vijay Mahajan Award in 2000 for career contributions to marketing strategy. In 2006, he received the Distinguished Alumnus Award from the Indian Institute of Technology (Kanpur) for his contributions to management research. He served as the dean of the Indian School of Business, Hyderabad, from 2002-2004. He served as the Associate Dean for Research for the McCombs School of Business, the University of Texas at Austin, from 1991-1994. He served on the World Economic Forum Global Agenda Council for The Arab World from 2012-2014. Professor Mahajan is author or editor of thirteen books including his recent 2016 book, Rise of Rural Consumers in Developing Countries: Harvesting 3 Billion Aspirations. These books have been translated into twelve languages. His book, The 86% Solution, received the Book-of-the-Year award (Berry-American Marketing Association) in 2007 and Convergence Marketing and Africa Rising were among the finalists for the same award in 2003 and 2010 respectively. Professor Mahajan has been invited by The World Bank, several Think Tanks, and more than 120 universities and research institutions worldwide for research presentations.

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