0052 Foundations in GMM
em.o.Univ.Prof. Bodo B. Schlegelmilch, Ph.D., D.Litt., Ph.D. (hon), Katharina Dinhof, M.Sc., Dr. Philipp Simbrunner
Contact details
Weekly hours
Language of instruction
09/26/18 to 09/30/18
Registration via LPIS
Notes to the course
Day Date Time Room
Monday 10/08/18 11:30 AM - 04:00 PM D5.0.002
Wednesday 10/10/18 10:00 AM - 02:00 PM TC.3.01
Wednesday 10/17/18 10:00 AM - 02:00 PM TC.4.03
Friday 10/19/18 02:00 PM - 06:00 PM TC.5.27
Monday 10/22/18 11:30 AM - 03:30 PM TC.3.01
Wednesday 10/24/18 10:00 AM - 12:00 PM TC.4.03

This course will cover the following topics:

  • The reality of a global market place
  • Markets in different stages of development: from economically developed to emerging and bottom-of-the-pyramid markets
  • Assessing the international environment across markets (e.g., PEST)
  • Market assessment and selection
  • Market entry alternatives
  • Global Market Segmentation - Targeting - Positioning
  • The Global Marketing Mix
  • Balancing standardization vs. adaptation of the global marketing mix
  • Contemporary topics in global marketing

The course "Foundations in International Marketing Management" is closely linked to the course "Applications in IMM". While the "Foundations" course will provide the students with a fundamental understanding of key challenges and concepts in global marketing, these concepts will be applied in the "Applications" course using a computer-based international marketing simulation.

Learning outcomes

Students will learn how to ...

  • evaluate core concepts in international marketing and their applicability to managerial challenges across industries and countries
  • assess the value of emerging concepts for the overall international marketing framework
  • learn to apply key concepts in international marketing to specific company/market situations
  • identify research methods to solve specific challenges in international marketing through relevant secondary data sources
  • structure and restate complex international marketing challenges
  • gather and filter information efficiently and effectively on a specific research topic
  • learn to organize teamwork efficiently and effectively
  • develop critical thinking
  • defend developed arguments
  • not only learn how to communicate information, but also develop creative ideas to get the message across
Attendance requirements

Missing 0-2 hours: no consequences

Missing 2- 4,5 hours: compensatory work required (lesson learned at least 5 pages: What did you learn in the simulation?)

Missing 4,5+ hours:  no grading/fail in course

Teaching/learning method(s)
lectures, in-class discussions, case studies, group works



20% class participation

40% final report

40% quiz

1 Author: Schlegelmilch, B.B.

Global Marketing Strategy - An Executive Digest

Publisher: Springer International Publishing, Switzerland
Edition: 1st
Year: 2016
Content relevant for class examination: Yes
Recommendation: Essential reading for all students
Type: Book
2 Author: Schlegelmilch, B.B.

Course Reader: Foundations in GMM

Publisher: IMM
Edition: 1st
Remarks: Available at the Institute for International Marketing Management (IMM)
Year: 2018
Content relevant for class examination: Yes
Recommendation: Essential reading for all students
Type: Script


Please note that the IMM Welcome Event will be held on the 11th October from 5 pm - 7 pm in the "AD" building - Sitzungssaal 1


Unit details
Unit Date Contents
1 08.10.2018

Introduction: Global Marketing Strategy

2 10.10.2018

Global Market Entry

3 17.10.2018

Digital Marketing in a Global Context

4 19.10.2018

Global Marketing Mix (Pricing and Placement)

5 22.10.2018

Global Marketing Mix (Product and Promotion)

6 24.10.2018

Final Quiz

Last edited: 2018-09-27