Syllabus

Title
0053 Global Market Entry & Expansion "A"
Instructors
em.o.Univ.Prof. Bodo B. Schlegelmilch, Ph.D., D.Litt., Ph.D. (hon), Aikaterini Makri, Ph.D.
Contact details
aikaterini.makri@wu.ac.at
Type
PI
Weekly hours
2
Language of instruction
Englisch
Registration
09/22/16 to 10/01/16
Registration via LPIS
Notes to the course
Subject(s) Bachelor Programs
Specialization in Business Administration Course III - International Marketing Management
Specialization in Business Administration Course IV - Marketing
Specialization in Business Administration Course IV - International Marketing Management
Specialization in Business Administration Course V - Marketing and Consumer Research
Specialization in Business Administration Course V - Retailing and Marketing
Specialization in Business Administration Course V - Service and Digital Marketing
Dates
Day Date Time Room
Monday 10/10/16 04:00 PM - 07:30 PM TC.3.09
Friday 10/21/16 09:00 AM - 03:00 PM TC.4.12
Saturday 10/29/16 08:00 AM - 05:00 PM D1.1.074
Monday 11/07/16 12:00 PM - 04:00 PM TC.5.12

On this page:

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Contents

This International Marketing Management Elective aims to develop strategic thinking in a global marketing context. It will provide an opportunity to sharpen your verbal and written communication skills. Utilizing a teaching approach that mixes lectures, group workshops, and a computer simulation, you will learn key concepts and tools used in developing global marketing entry and expansion strategies.

During the elective, you will develop a regional market entry and expansion strategy for Asia. You will simulate six trading years and the results you achieved will count towards your final grade. To be able to play the Country Manager simulation and to draft an initial market entry and expansion strategy, it is necessary to register for the simulation before the start of the elective. The instructors will post instructions on how to register on learn@wu approximately two weeks prior to the start of the elective.

 

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Learning outcomes

By the end of this course students should be able to:

· Appreciate critical decisions in international marketing

· Identify key concepts of marketing strategy in a global environment

· Use appropriate tools for the development of global marketing entry and expansion strategies

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Teaching/learning method(s)

Teaching approach for this elective consists of a mix of lectures, group workshops and a computer simulation game.

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Assessment

Grading:

· Self-administered quiz on the mechanics of the simulation - individual test        5%

· Group report on the intended strategy for the Country Manager simulation     30%

· Country Manager: group performance in simulation                                           40%

  Country Manager: insights from the simulation (retrospective group task)         15%

  Peer evaluation                                                                                                      10%

A number of tasks need to be performed in study groups (see also below). The instructor will decide on the size and membership of each group

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Prerequisites for participation and waiting lists

Essential Preparation

Prior to the first session, you will need to register for the Country Manager Asia simulation and access the case material and country information online. Information on how to register the simulation game will be send out to your student email account by a member of the Interpretive Solutions company a week prior to the start of the elective.

Please check your student email inbox (hxxxxxxx@wu.ac.at)!

After you have registered on-line, each individual student should carefully read the Country Manager case and take the self-guided quiz on how the simulation operates.

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Availability of lecturer(s)

You can reach the lecturer via email: aikaterini.makri@wu.ac.at

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Unit details
Unit Date Contents
1

Growth Opportunities in Global Marketing: Strategic Optionsand Workshop on Country Market Assessment and Selection

We start this introductory session, by using the Ansoff’s framework to discuss corporate growth options.Next, we focus on the assessment and selection of potential country markets and on the development of appropriate market scoring models.

During the second part of the class, each group needs to prepare eight power point slides that introduce your strategy to “senior management.” Your slides should include a country-scoring model, a break-even analysis, and revenue and profit forecasts for the first threeyears.

Note: Only after you have developed an initial market entry andexpansion strategy will you be able to play a practice round

 
2

Group Presentations and Discussions / Practice Round

During the first partof the session, teams present their intended regional market entry strategy fort he forthcoming Country Manager Simulation.

 All teams are to submit a (maximum) eight slides Power Point presentation. This needs to include the country-scoring model, a break-even analysis, and a revenue and profit forecasts for the first three years.

During the second part of the session, each team receives the opportunity to play a practice round in class. In this practice round – and only in this practice round – the teams will have two replay options.

The results of the practice round are not part of the performance assessment. When you play the simulation competitively, all teams start afresh.
3

Market Entry: CountryManager Simulation I

 We will start the competitive part of the Country Manger simulation. Please note that your company needs to be active in all country markets at the end of round three. The objective is to develop a regional strategy.

Schedule:

Round 1: 08:00 – 09:30

Round 2: 09:30 – 11:00

Round 3: 12:00 – 13:30

Round 4: 13:30 – 15:00

Round 5: 15:00 – 16:30

Round 6: 16:30 – 18:00
4

Presentations of Strategic Trajectories:

The winning group, the losing group, and at least one team representing the middle of the field will be asked to explain the strategies they pursued during the simulation. 

All teams needs to prepare a Power Point presentation of their key insights from the Country Manager simulation.

To this end, the teams need to provide an overview of their company strategies during the seven operating years. The presentation should include slides of the team’s best decisions, the suboptimal decisions and comments on the reasons for their position in the game.

Please also explain your key marketing mix decisions, including segmentation, targeting and positioning, product portfolio choices, etc.

Last edited: 2016-10-05



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