The course provides an overview of the most important global marketing decisions. 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 of marketing with 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 with the international market assessment and selection process. Subsequently, focus is placed on the development of global marketing strategies for products and services. Special emphasis is given to global consumer behavior, branding strategies and retailing strategies as well as integrated marketing communications. 

Moreover, students will have the opportunity to meet with Business Managers from Multinational Corporations to learn and benefit from their experiences first hand. 

The course aims to develop strategic thinking in a global marketing context and will provide an opportunity to sharpen verbal and written communication skills. Utilizing a teaching approach that mixes cases, class discussions, and group workshops students will learn key concepts and tools used in developing global marketing strategies and in solving global marketing problems.

By the end of the course students will have understood:
• The idiosyncrasies involved in developing marketing strategies for global markets.
• Key analytical tools and frameworks helpful to managers working in global marketing management.

In specific:

• Marketing techniques and tools for strategic market analysis.
• Global consumer culture, behavior, and analysis.
• Branding decisions.
• Global marketing mix decisions.
• Integrating marketing communications. 

• The ability to analyze cases that approximate global business situations.

mandatory attendance! 

You may not miss more than 20% of class. Moreover, you have to make up for every assignment or workshop you may miss!

The course utilizes a combination of interactive lectures, case analysis, class discussions, and student presentations of academic articles and their term project. Reading assignments introduce students to issues facing global marketing managers. Attendance and participation in class discussions is critical to the success of the course and will determine your grade.

Article Presentations

In their teams, students will present an article which is assigned in the first session.  This article is presented as a summary in form of a power point presentation which shall last about 20 minutes plus Q&A of 10 minutes. 

Presentation: Unsuccessful Marketing Mix Strategies

In your group conductin-depth research on one companythat has been unsuccessful atrecognizing cross-cultural similarities and differences in their attempt toenter a foreign market with their marketing mix strategy.

What marketing mix didthis company apply? What did this company do wrong?

What could this companyhave done better in order to be successful in its attempt? Giverecommendations!

(E.g.: Coca Cola’s early attempts at cross-culturalmarketing were disastrous, especially in Asia. Now they are one of the premierinternational marketers.)

The project allows for applying the theoretical knowledge acquired in the theory sessions, within the reading material. In your team, your task for the real life group project will be to prepare a marketing plan for market entry of a product/service of your choice into a foreign market. You may choose B2C products (e.g., food, beverages, FMCG, porcelain, etc.) or B2B products.The target market has to be new for the venturing company. You are expected to utilize data resources available on the Internet and other sources to substantiate your analysis and recommendations. You will present your analysis and recommendations in a plenary session AND provide a written project report.

Points are awarded for:

- Article Presentation: 15%

- Unsuccessful Marketing Mix Strategy Presentation: 15%

- Project Presentation - Market Entry: 20%

- Project Presentation - Marketing Mix: 20%

- Project Report: 20% 

- Peer review: 10%

At the end of the course every student is rating contributions of all his/her team members. Please download the Peer Review Form from "Learn@WU" fill in, sign, and return in an envelope to the course instructor at the end of the last course session.
 

• by appointment
• before/after class
• learn@wu platform 

for administrative matters please contact: Dr. Alina Alexandra Bot, WU CEMS Program Manager