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 Latin America. You will simulate seven 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 a guide on how to register on learn@wu approximately two weeks prior to the start of the elective.
By the end of the course students will have understood:
· The idiosyncrasies involved in developing marketing strategies for global markets.
· The interplay between global marketing strategy and corporate structure.
· The role of a category manager for a major consumer products company.
· The peculiarities of positioning in global marketing as well as the strategic need to coordinate marketing-mix across national boundaries
· The implications of future trends on global marketing strategy
Please note that the first session is mandatory. If you do not attend the first session, you will be de-registered from the course. In order to obtain a grade for the course, students must attend at least 80% of the course. An absence of 4 hours is permitted, although it may have negative implications on your participation grade.
Teaching approach for this elective consists of a mix of lectures, group workshops and a computer simulation game.
5% Self-administered quiz on the mechanics of the simulation - individual test
20% Group presentation on the intended strategy for the Country Manager simulation
45%· Group performance in simulation
20% Insights from the simulation (retrospective group task)
10% Peer evaluation
The instructors will decide on the size and membership of each group
Prior to the first session, you will need to register for the Country Manager simulation and access the case material and country information online. Information on how to register the simulation game will be sent out to your student email account (firstname.lastname@example.org) by Interpretive Solutions Inc. a week prior to the start of the elective.
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.
Before/after class and by appointment (IMM secretariat - Ms. Taylor).
For administrative matters please contact:
Dr. Katerina Makri
o.Univ.-Prof. Bodo B. Schlegelmilch, Ph.D., D.Litt., Ph.D. (hon.)