Most companies engaged in business development activities in Asia find it very complex. The challenges of developing markets in a region is rich in economic, political, social and cultural diversity are daunting. Some countries in the region are flourishing first world nations, others are barely eking out an existence. Some are exploding with growth today, others could do so in future. Diversity in the Asian region is extreme ---both within countries and across countries. Traditional piecemeal approaches to business development in the face of such diversity may be less effective than taking a more integrated regional perspective. This course provides managers with a framework that will allow them to understand and exploit opportunities across the region in an integrated fashion. The managers will also be exposed to state-of-the-art thinking on regional and global marketing strategies.

The course will be taught in a very interactive setting, with individual and group exercises, case studies and computer simulation games.