One of the great opportunities for business growth is in emerging markets. McKinsey estimates that by 2025 annual consumption in emerging markets will be $30 trillion. However, emerging markets pose unique challenges when it comes to marketing. Having a deeper understanding of customers in these markets and adapting marketing strategies to fulfill their needs is often complicated. Firms often under-estimate this complexity and struggle to gain share and profitable growth. This course will give students the understanding of customers and necessary marketing skills to capitalize on the immense opportunities in emerging markets.