SHEB810 Doing Business in Emerging and Development Economies


The course is practically targeted and aims to develop a realistic and applicable plan for geographical expansion of business activity in emerging and development economies. Within the project, students should integrate their knowledge and skills in the fields of international trade, international marketing, international finance and strategic management in order to identify the best possible geographic market for the selected product (good or service) and use the most effective tools for planning the successful sale of the product in their chosen geographic market.

The result of the course is a complete, ready-to-use geographical expansion plan in an emerging or developing economy, including:

• justification of the need and / or the possibility of geographical expansion in terms of the market position, market position and market strategy of the company or product;

• Reasonable identification and selection of market (s) for geographical expansion of business activity;

• Market research on the selected market (s) in terms of the opportunities for realization of the selected product - foreign trade regime, competitive environment, economic and demographic characteristics, consumer behavior, etc .;

• identifying and justifying the most effective value management strategy and channels for marketing the selected product in the selected market;

• strategic planning of the process of realization of the planned geographical expansion of the business activity.

Students should focus on a certain emerging or developing economy. Its institutional, investment and business environment should be analyzed; trends in its development and major structural and conjunctural problems. By studying in detail the performance of the chosen economy, students will be able to identify opportunities and threats in entering this market and starting business operations in this economy. The analysis of the selected economy should focus mainly on the international and macroeconomic level. Certain sectoral characteristics (problems, growth and potential at sectoral or product level) should only be mentioned and analysed if this information is needed to outline the general economic and political situation in the economy, its profile and performance.

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Business Studies (Joint programme with The University of York)


Assoc. Prof. Eduard Marinov, PhD

Course Description:


Students who complete this course:

1) will know:

• the key steps on researching national economies.

• tools and approaches for market analysis and assessment of national economic performance and growth prospects

• the factors that determine the need and / or opportunity for geographical expansion of the business activity;

• the peculiarities of the process of planning the business activity in the conditions of the international business environment;

• the factors behind the choice and use of different approaches and methods to go abroad and create a market presence;

• the principles and methods for the establishment and functioning of systems for the organization and management of international marketing activities.

2) will be able to:

• analyze and evaluate the need and / or the possibility of geographical expansion in terms of the market position, market position and market strategy of the company or product;

• to carry out real studies in the field of foreign trade regimes, competitive environment, economic and demographic characteristics of the market, consumer behavior, etc. for selected product and selected market;

• evaluate the impact of international business environment factors on international business agents;

• apply in practice techniques and methods for analyzing and evaluating alternative approaches and strategies for international business;

• take adequate management decisions for behavior on the international market.

• carry out a real state of the art analysis and to assess the growth potential of a developing economy (as a prerequisite for starting business operations and a first step in the internationalization strategy of a company)

Students are required to have the following knowledge and/or skills:

• Macroeconomics

• International economics

• Development economics

Full-time Programmes

Types of Courses:

Language of teaching:


  1. Developing a realistic and feasible plan for geographical expansion of the company activity
  2. The performance of selected emerging or developing economy; identification of the opportunities and threats for starting business operations in this this country
  3. Degrees of economic development and comparative analysis – features and specifics of emerging and developing economies
  4. The place of emerging and developing economies in global economy
  5. Internationalization of the company's activity
  6. International market environment – specifics of emerging and developing economies
  7. International markets research – specifics of emerging and developing economies
  8. Segmentation in international market - technological cycle, criteria, indicators
  9. Approaches for entering international markets
  10. Emerging and developing markets in Africa, Asia and Latin America - trends, prospects, potential, risks.


• Appleyard, D. and A. Field, Jr. 2014. International economics — 8th ed. McGraw-Hill.

• Cateora, Ph.R., Gilly, M. C. and J. L. Graham. 2019. International marketing. 18th edition. US, McGraw-Hill.

• Doole, I., R. Lowe, A. Kenyon. 2019. International marketing strategy: Analysis, development and implementation. Hampshire: Cengage Learning

• Michael P. Todaro; Stephen C Smith. Economic Development. 11th 12th Edition, 20122015.

• Alain de Janvry and Elisabeth Sadoulet. Development economics : theory and practice. Routledge, 2016.

• Douglas West, John Ford, Essam Ibrahim. 2015. Strategic Marketing: Creating competitive advantage. Oxford: Oxford University Press.

• Specific up-to-date literature on African, Asian and Latin American economies provided in the course

• Papers in specialized economic journals.

• Webpages of national and international institutions.


• Ongoing assessment - participation in discussions (10%), classroom work tasks (2x10%), development and presentation of an ongoing assessment task (70%)

• Final assessment - test (50%) and case study (50%)