4337 Global Market Entry & Expansion
Aikaterini Makri, Ph.D.
Contact details
Weekly hours
Language of instruction
02/11/19 to 02/27/19
Registration via LPIS
Notes to the course
Day Date Time Room
Wednesday 03/06/19 12:00 PM - 03:00 PM D5.1.004
Wednesday 03/27/19 10:00 AM - 04:00 PM EA.5.044
Friday 03/29/19 10:00 AM - 03:00 PM TC.3.08
Wednesday 04/03/19 03:00 PM - 08:00 PM TC.1.02
Wednesday 04/10/19 09:30 AM - 01:00 PM TC.5.18

The objective of this strategy simulation course is to develop strategic thinking in a global marketing context. Emphasis is put on the computer simulation game, Country Manager, which will help you develop hands-on skills of how to make international marketing decisions. During the course, you will play the role of a responsible manager of a major commodities company and you will develop a regional market entry and expansion strategy for Asia. You will simulate eight trading years and key decisions that you will have to take concern which countries to enter, entry mode, targeting segments and aspects of marketing mix (price, promotion, place and product).

Learning outcomes

By the end of this course students should be able to:

· Appreciate critical decisions in international marketing

· Identify key concepts of marketing strategy in a global environment

· Use appropriate tools for the development of global marketing entry and expansion strategies

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 is  permitted, although it might have negative implications on your participation grade.

Teaching/learning method(s)

Teaching approach for this elective consists of a mix of lectures, group projects and a computer simulation game.


Individual grading:

· Quiz on the mechanics of the simulation (10%)

· Class participation (10%)

· Presentations (20%)

Group grading:

· Executive Summary Report (20%)*

· Final Report (20%)*

· Game Performance (20%)*

*Peer rating to minimize free-riding: Each team member will evaluate the performance of all other members at the end of the course. If a student receives a consistently low group evaluation, this will be negatively reflected in his/her individual grading. The opposite may also occur, i.e., excellence will be rewarded as well.

Grading Scheme (Total 100pts):
100-90 pts - 1
89-80 pts - 2
79-70 pts - 3
69-60 pts - 4
below 60 - failed

Availability of lecturer(s)

You can reach the lecturer via email:

Unit details
Unit Date Contents
1 06.03.2019

We start by discussing the course's outline. Instructions on how to register for the simulation game are offered by the instructor and teams are formulated.

A lecture on "Growth Opportunities in Global Marketing" follows, as well as an "Introduction to the Country Manager Case" is provided.

2 27.03.2019

Quiz on the mechanics of the simulation game will be taken in class individually (everyone should bring their laptops).

Practice rounds (two practice rounds with one replay per round).

Please note that the practice rounds do not influence the results you obtain when you play the simulation competitively in class (you start afresh).

3 29.03.2019

Country Manager Asia - Developing a Regional Strategy (Part 1)

We will start the competitive play of the Country Manager simulation. Teams will get to advance four years/rounds of the simulation. Simulation is advanced always before students leave the classroom.

Please note that your group will be graded on the cumulative net contribution you achieved at the end of the simulation.

4 03.04.2019

Country Manager Asia - Developing a Regional Strategy (Part 2)

Another four years/rounds are advanced by students in class. The winning team is announced at the end of this session.

5 10.04.2019

Team presentations: Teams will be asked to explain the strategies they pursued during the simulation. Key marketing mix decisions should be explained, including product portfolio choices, pricing, distribution and promotion.

Peer evaluations & course wrap-up.

Last edited: 2019-01-28