4361 Global Market Entry & Expansion
Aikaterini Makri, Ph.D.
Contact details
Weekly hours
Language of instruction
02/22/18 to 02/28/18
Registration via LPIS
Notes to the course
Day Date Time Room
Thursday 03/22/18 11:00 AM - 02:00 PM D5.1.002
Thursday 04/19/18 11:00 AM - 02:00 PM D5.1.002
Thursday 04/26/18 10:30 AM - 02:00 PM EA.5.030
Thursday 05/03/18 11:00 AM - 02:00 PM D5.1.002
Wednesday 05/09/18 03:30 PM - 07:00 PM D5.1.003
Thursday 05/17/18 03:00 PM - 06:00 PM D5.1.004
Thursday 05/24/18 03:00 PM - 06:30 PM EA.5.044

The objective of this strategy simulation course is to develop strategic thinking in a global marketing context. Emphasis is put on the computer simulation game, Country Manager, which will help you develop hands-on skills of how to make international marketing decisions. During the course, you will play the role of a responsible manager of a major commodities company and you will develop a regional market entry and expansion strategy for Latin America. You will simulate six trading years and key decisions that you will have to take concern which countries to enter, entry mode, targeting segments and aspects of marketing mix (price, promotion, place and product).

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

Teaching/learning method(s)

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


Individual grading:

· Quiz on the mechanics of the simulation (10%)

· Class participation (10%)

· Presentations (20%)

Group grading:

· Executive Summary Report (20%)*

· Final Report (20%)*

· Game Performance (20%)*

*Peer rating to minimize free-riding: Each team member will evaluate the performance of all other members at the end of the course. If a student receives a consistently low group evaluation, this will be negatively reflected in his/her individual grading. The opposite may also occur, i.e., excellence will be rewarded as well.

Grading Scheme (Total 100pts):
100-90 pts - 1
89-80 pts - 2
79-70 pts - 3
69-60 pts - 4
below 60 - failed

Availability of lecturer(s)

You can reach the lecturer via email:

Unit details
Unit Date Contents

Growth Opportunities in Global Marketing, Introduction to the Country Manager Case


Executive Summary Presentations


Quiz on the mechanics of the simulation

Simulation Game: Practice rounds


Simulation Game: complete rounds 1 & 2


Simulation Game: complete rounds 3 & 4

6 Simulation Game: complete rounds 5 & 6
7 Final reports, presentations by students, Q&A and feedback
Last edited: 2018-03-21