This 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.

Focus is placed on the development of global marketing strategies for products and services. Special emphasis is given to global consumer behavior (understanding of "cross-cultural" differences - sothat they can develop effective targeted marketing strategies to use in each foreign market of interest; diverse experiences with buying, having and being are equally vital to value), branding strategies (how to create profitable brand strategies by building and managing brand equity) and retailing strategies (differences in channel management) as well as integrated marketing communications (understanding differences in communications touch points).

The course aims to develop strategic thinking in a global marketing context. Utilizing a teaching approach that mixes article presentations, case discussions, and a group project students will learnkey concepts and tools used in developing global marketing strategies and in managing global marketing challenges.

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 and global marketing mix decisions
• Different cultures’ consumer behavior patterns and how these in turn might influence marketing decisions
• Branding strategies, the concept of brand equity, and the advantages of creating strong brands
• Retailing decisions
• Integrating marketing communications mixing and matching
• 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!

• case discussions
• article presentations
• project presentations
• lectures

Evaluation and grading: 

• Article Presentation 12%
• Project Presentation 20%
• Case Discussions 28%
  • M&S 11%
  • Longchamp 11%
  • Pepperfry 6%
• Final Exam 30%

Peer-rating 10%

This course is part of the portfolio of elective courses of the Master of Science in Marketing program at WU. The course imparts in-depth knowledge in one or multiple selected specialized fields of marketing. The course builds on a strong foundation in marketing knowledge and skills which students acquire during the first year of WU's MSc Marketing program (this first year comprises 62.5 ECTS credits in total).

For MSc Marketing students, the successful completion of the following courses is a prerequisite for the admission to this elective course:

• Customer-Centric Management (7.5 ECTS)
• Consumer and Buyer Behavior (5 ECTS)
• Marketing Research Design and Analysis (7.5 ECTS)

Additionally, MSc Marketing students are prepared for this elective course by taking courses in the following fields during their first year:

• Global Marketing Strategy (5 ECTS)
• Marketing Communications (7.5 ECTS)
• New Product Development and Brand Management (7.5 ECTS)
• Marketing Engineering and Marketing Models (5 ECTS)
• Marketing Metrics and Performance Measurement (5 ECTS)

Moreover, this elective course builds on 45 ECTS credits in business administration which students had completed in order to be admitted to WU's MSc Marketing program.

upon appointment

brigitte.bojkowszky@wu.ac.at

You need to be prepared for the case study discussions!

For this you need to download the cases from Harvard Business School!

coursepack link and instructions for accessing the course material: https://hbsp.harvard.edu/import/546051