Syllabus

Title
1080 Global Marketing Strategy B
Instructors
em.o.Univ.Prof. Bodo B. Schlegelmilch, Ph.D., D.Litt., Ph.D. (hon), Aikaterini Makri, Ph.D.
Contact details
imm@wu.ac.at
Type
PI
Weekly hours
2
Language of instruction
Englisch
Registration
09/17/18 to 09/30/18
Registration via LPIS
Notes to the course
This class is only offered in winter semesters.
Subject(s) Master Programs
Global Marketing Strategy
Dates
Day Date Time Room
Thursday 10/11/18 02:00 PM - 05:00 PM TC.3.11
Thursday 10/18/18 01:30 PM - 05:00 PM D2.0.392
Thursday 10/25/18 02:00 PM - 05:00 PM D2.0.392
Thursday 11/08/18 02:00 PM - 05:00 PM TC.3.11
Thursday 11/15/18 01:30 PM - 05:00 PM D2.0.392
Monday 12/03/18 02:00 PM - 05:30 PM D2.0.392
Thursday 12/06/18 01:30 PM - 04:30 PM TC.0.03 WIENER STÄDTISCHE

On this page:

to top
Contents

The course provides an overview of the most important strategic marketing decisions to be taken in a globalized economy. 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 between marketing and 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 by outlining key opportunities, challenges and risks of globalization. Next, it will scrutinize how global marketing strategies are developed, emphasizing the need to balance local responsiveness and global synergies. The focus then shifts to market assessment, market selection and market entry strategies. Subsequently, attention is placed on global branding and positioning issues. The course finishes with a debate on future developments in global strategy.

 

to top
Learning outcomes

The course aims to develop strategic thinking in a global marketing context and will provide an opportunity to sharpen your verbal and written communication skills. You will learn key concepts and tools used in developing global marketing strategies and in solving global marketing problems.

Knowledge and understanding

By the end of the course you will have understood:

•    The idiosyncrasies involved in developing marketing strategies for global markets.

•    The need for a holistic approach to analysing global marketing strategies.

•    Key analytical tools and frameworks helpful to managers developing global marketing strategies.

More specifically you will have knowledge and understanding of:

•    Marketing techniques and tools for strategic market analysis, including decision templates.

•    Global market entry and expansion strategies, including segmentation, targeting and positioning.

•    Global branding and competitive advantage.

•    Some ethical issues facing global marketing managers.

•    Organizational issues impinging on global marketing decisions.

Cognitive and subject specific skills

After completing this course, you will have:

•    The ability to appreciate the complexities involved in taking strategic decisions in global marketing management.

•    The ability to contextualize these decisions in light of internal and external opportunities and threats.

•    The ability to develop marketing strategies suitable for competing in the global arena.

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

Key skills

At the end of this course, you will have:

•    Advanced your written and oral communication skills

•    Reinforced the principles that are essential for a creative, self-disciplined team to lead a corporation in a fast changing global environment.

to top
Attendance requirements

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  (1 session)  is  permitted, but may impact your participation score.

to top
Teaching/learning method(s)

The course utilizes a combination of interactive lectures and case discussions. Reading assignments introduce you to issues facing global marketing managers. The majority of meetings are held in a seminar format. Consequently, attendance and participation in class discussions is critical to the success of the course and will determine your grade.

 

Case Assignments
Together with your study team, you are expected to analyze three cases before these are discussed in class and to prepare a written report (max. 1000 words + 3 pages appendices) summarizing your findings . Your case reports are to be submitted to "Learn@WU".
Details on how to approach case analyses and prepare case reports are discussed during the first class session. 

 

to top
Assessment
  • 30% Case assignments (three group case reports)
  • 45% Final quiz & individual case study
  • 15% Class participation
  • 10% Peer rating (see below)

At the end of the course, you will be asked to rate the contribution of the team members in your study group. Please download the "Peer Rating" form from "Learn@WU". 

to top
Prerequisites for participation and waiting lists
Only for students registered for the MSc in Marketing.
to top
Readings
1 Author: Bodo B. Schlegelmilch
Title: Global Marketing Strategy - An Executive Digest

Publisher: Springer International Publishing; Switzerland, 2016
Edition: 1st
Recommendation: Essential reading for all students
Type: Book
2 Author: Schlegelmilch B.B. & Makri K.
Title:

Reader

Publisher: IMM Institute
Remarks: Notes on case analyses, cases; background notes
Year: 2018
Recommendation: Essential reading for all students
to top
Availability of lecturer(s)

Before/after class and by appointment (IMM secretariat - Ms. Taylor)
For administrative matters please contact:

Dr. Katerina Makri

E-Mail: aikaterini.makri@wu.ac.at

to top
Other

to top
Instructor's Bio

o.Univ.-Prof. Bodo B. Schlegelmilch, Ph.D., D.Litt., Ph.D. (hon.)

https://www.wu.ac.at/en/imm/about-imm/faculty/bbs-lowercased/

Katerina Makri, Ph.D.

https://www.wu.ac.at/en/imm/about-imm/faculty/vg/

 

 

 

 

 

 

 

 

 

 

 

to top
Unit details
Unit Date Contents
1 11.10.2018

Lecture /Discussion - Marketing as a Corporate Value Driver

The course reflects strong convictions: Firstly, we should not think in functional silos, secondly the best companies combine marketing and strategy, and thirdly, corporations cannot sensibly discuss their marketing and strategies without taking a global perspective.

This introductory session provides arguments to support these views and discusses the link between marketing, strategy and globalization.

We also introduce a technique that can be used to analyze case studies.

 

Required Reading:

Schlegelmilch, B.B.(2016). Global Marketing Strategy – An Executive Digest - Chapter 1 & 2.

Schlegelmilch, B.B. (2015). A Note on Case Analysis (Reader).

2 18.10.2018

Assessing and Entering and International Markets - Case Study: Egger GmbH

We start by discussing how to assess the attractiveness of different geographic markets and market entry options.

During the second part of the session, we contextualize the lecture by analyzing how a small Austrian manufacturer, Egger GmbH, assesses international growth opportunities.

 

Required Reading:

Schlegelmilch, B.B. (2016). Global Marketing Strategy – An Executive Digest - Chapter 3 & 4.

Case Study: Egger GmbH
3 25.10.2018

Balancing Global Synergies and Local Responsiveness – Case Study: IKEA: Past, Present and Future

We discuss how the international marketing-mix is shaped by environmental variables, expecially culture. Cost considerations tend to push firms towards standardizing their product and service offers, whereas environmental differences often necessitate or suggest adaption of the marketing-mix.

During the second part of the session, we discuss how IKEA, the world's largest furniture distributor, serves international markets. In this context, we look at the pressure to diversify its organizational culture and management, as well as forces pertaining to centralization versus decentralization decisions.

Required Reading:

Schlegelmilch, B.B. (2016). Global Marketing Strategy – An Executive Digest - Chapter 5 & 6.

Case Study: IKEA Past, Present and Future
4 8.11.2018

Branding and Positioning in Global Markets - Case Study: Dove - Hips Feel Good

We focus on branding and positioning in a gloval marketing context. Aligning brand perceptions across national boundaries and successfully positioning a brand versus international and local competitors remain key challenges for marketing managers.

 

During the second part of the session, we focus on the Dove case study, to illustrate the challenge of brand positioning in a digital marketing environment.

 

Required Reading:

Schlegelmilch, B.B. (2016). Global Marketing Strategy – An Executive Digest - Chapter 7 & 8.

Cse Study: Dove: Hips Feel Good
5 15.11.2018

Young & Rubicam's Brand AssetValuator 

For this interactive session, we welcome Sebastian Bayer, the CEO of Y&R Vienna and an alumnus of the IMM Institute, and Andreas Roitner, the Strategic Planning Director of Y&R. The two international marketing experts will discuss how Y&R assess the positioning of brands in global markets.

 

Required Reading:

Schlegelmilch, B.B. (2016). Global Marketing Strategy – An Executive Digest - Chapter 9 & 10.
6 3.12.2018

Digitalization and Global Marketing Strategy

The world is turning digital. This final session discusses how consumers' purchase behavior has changed with digitalization and how companies use a whole array of new digital tools to transform their approach to global marketing.

 

Required Reading:

Schlegelmilch, B.B. (2016). Global Marketing Strategy – An Executive Digest - Chapter 11.

Schlegelmilch, B.B. (2016): Digital Marketing Strategy (Reader)
7 6.12.2018

Final Quiz & Management Decision Task

You will be requested to develop a case solution for an unknown case and to answer some questions on the required readings.
Last edited: 2018-09-03



Back