before/after class and by appointment (IMM secretariat)
For administrative matters please contact:
Mag. Agnieszka Zablocki
E-Mail: agnieszka.zablocki@wu.ac.at
Day | Date | Time | Room |
---|---|---|---|
Tuesday | 10/15/13 | 09:00 AM - 12:30 PM | EA.5.030 |
Tuesday | 10/22/13 | 09:00 AM - 12:30 PM | EA.5.044 |
Tuesday | 10/29/13 | 09:00 AM - 12:30 PM | EA.5.044 |
Tuesday | 11/05/13 | 09:00 AM - 12:30 PM | EA.5.044 |
Tuesday | 11/19/13 | 09:00 AM - 12:30 PM | EA.5.044 |
Tuesday | 11/26/13 | 09:00 AM - 12:30 PM | EA.5.044 |
Tuesday | 12/03/13 | 09:00 AM - 12:30 PM | EA.5.044 |
The course provides an overview of the most important strategic marketing decisions to be taken in a globalized economy. The approach is managerial, interdisciplinary and strategic. Managerial in that it looks at global marketing tasks through the lens of marketing managers. Interdisciplinary in that global marketing decisions require a clear understanding of the interface between marketing and other functional areas. And strategic, in that marketing strategy cannot be developed without an appreciation of business strategy and competitive advantage.
In terms of contents, the program will open by outlining key opportunities, challenges and risks of globalization. Next, it will scrutinise how global marketing strategies are developed, emphasising the need to balance local responsiveness and global synergies. The focus then shifts to market assessment, market selection and market entry strategies. Subsequently, attention is placed on global branding and positioning issues. The course finishes with a debate on future developments in global strategy.
The course relies heavily on cases and case analyses. Some of the cases are "classic", others are new and are used for the first time. If I have chosen them well, the cases may frustrate, annoy, or even exhaust you, but they will also challenge and stimulate you. But while the aim is to challenge you, I do not subscribe to the view that hard work and fun are mutually exclusive.
The course aims to develop strategic thinking in a global marketing context and will provide an opportunity to sharpen your verbal and written communication skills.You will learn key concepts and tools used in developing global marketing strategies and in solving global marketing problems.
Knowledge and understanding
By the end of the course you will have understood:
More specifically you will have knowledge and understanding of:
Cognitive and subject specific skills
After completing this course, you will have:
Key skills
At the end of this course, you will have:
The course utilizes a combination of interactive lectures, case analyses, class discussions, a computer simulation and student presentations. Reading assignments introduce you to issues facing global marketing managers. The majority of meetings are held in a seminar format. Consequently, attendance and participation in class discussions is critical to the success of the course and will determine your grade.
Computer Simulation
Part of the course consists of a market entry simulation. In your assigned study team, you will prepare a marketing strategy for a given company, and execute this strategy during a series of simulated business periods.
Case Assignments
Together with your study team, you are expected to analyse two assigned cases before these are discussed in class and to prepare a written report (1000 words + appendices) summarizing your findings. Your case reports are to be submitted at "Learn@WU".
For details on how to approach case analyses and prepare case reports, please refer to the "Note on Case Analysis" in the Course Reader.
At the end of the course, you will be asked to rate the contribution of the team members in your study group. Please download the "Peer Review Form" from "Learn@WU", fill in, sign, and return the form in an envelope to the course instructor at the end of the last course session.
1 |
Author: Prof. Bodo B. Schlegelmilch, Ph.D., D.Litt., Ph.D. (hon.)
Publisher: IMM Edition: 1st Remarks: includes: lecture notes, note on case analysis, cases studies, background information on simulation and supporting papers Year: 2013 Recommendation: Essential reading for all students Type: Script |
||
2 |
Author: Rudolph / Schlegelmilch / Franch / Bauer / Meise
Publisher: Springer Gabler Edition: 1st Remarks: The book offers a non-traditional perspective to European Marketing by looking at the demographic and structural diversity of the European marketing environment. Year: 2012 Recommendation: Reference literature Type: Book |
before/after class and by appointment (IMM secretariat)
For administrative matters please contact:
Mag. Agnieszka Zablocki
E-Mail: agnieszka.zablocki@wu.ac.at
Most assignments during the program will be done in small teams. Teams will be formed during the first session in class.
Case Reports
You need to submit your case studies prior to the discussion of these cases in class. In addition to 1000 words of text, students can use additional pages of appendices for: calculations, graphical illustrations, etc. The preferred way of structuring the case reports is as follows:
(1) Introduction
(2) Problem Statement
(3) Alternative Strategies
(4) Issues
(5) Conclusion
Please refer to the Note on Case Analysis in the Course Reader for further details!
Prof. Bodo B. Schlegelmilch,
Ph.D., D.Litt., Ph.D. (hon.)
Dean WU Executive Academy
Chair of Institute for International Marketing Management
Areas of Expertise
Education
PROFESSIONAL BACKGROUND
Publications (Excerpt)
Books:
Journals:
More Detail: http://www.wu.ac.at/imm/team/faculty/bbs_lowercased