4865 Global Markets - Industry Evolution and Firm Strategy
Dr. Karl Brindlmayer, M.Sc.M.A.
Contact details
Weekly hours
Language of instruction
02/20/19 to 02/27/19
Registration via LPIS
Notes to the course
Day Date Time Room
Monday 03/11/19 12:00 PM - 02:00 PM TC.4.18
Monday 03/25/19 12:00 PM - 04:30 PM TC.3.12
Monday 04/01/19 12:00 PM - 04:30 PM TC.3.12
Monday 04/08/19 12:00 PM - 04:30 PM TC.3.12
Monday 04/29/19 12:00 PM - 02:00 PM TC.4.18
Monday 05/06/19 12:00 PM - 04:30 PM TC.3.12
Monday 05/06/19 05:00 PM - 07:00 PM Extern

The course is concerned with global markets, i.e., we look at global industry contexts, industry evolution, regional differences, etc. and their implications for firm strategy. The increase in global competition and the corresponding erosion of national boundaries has spurred an unprecedented surge in foreign direct investment, mergers & acquisitions, and cross-border alliances allowing firms to internationalize rapidly and gain access to global pools of capital, new markets, and resources. The course concept is aimed at discussing and experiencing the tools and theories in a profound and applied way. Therefore, we will focus on two particular industries (global beer and wine) to make you experts in these industries and to allow an in-depth understanding. At the end of the course, we will broaden our perspective and transfer our analytical tools and learnings to other fast moving consumer goods (FMCG) industries.

Learning outcomes

Students gain knowledge as well as awareness in global markets in connection with the stress field of firm strategy & industry evolution. First-hand management experience is covered with academic background through an interactive course format (including in-class discussions & presentations, coachings, guest lecture[s] & field trip). Students improve their know-how on analyzing the firm's resources & capabilities as well as an industry & its evolution. Furthermore, their understanding of differences between industries and regions will improve, not least through working on real-life management case studies.

The aims of this course in terms of key skills are:

  • The ability to understand global markets and conduct a strategic analysis in specific industry contexts.
  • The ability to analyze cases which approximates closely to the rapid analysis of global business situations.
  • The ability to research material related to companies and business context, structure ideas and presentations both as individuals and work in teams as members of a group.
  • The ability to transfer learnings from one context to others.
Attendance requirements

As this is a highly interactive class, it is important that you are well prepared and present for all sessions. You may miss one session, but be aware that class participation makes up a considerable stake of your final grade and, therefore, an absence may affect your grading. 

Teaching/learning method(s)

The course is taught using a combination of teaching lectures, case analyses, class discussions, student group presentations, and videos. Furthermore, guest lectures and a field trip are rounding the teaching format.


Students are required to prepare before coming to class. Readings provide the knowledge base for the course. Students are expected to read them and the cases specified in the course outline for the respective sessions as these form the basis for our discussions. Groups of about 5 students will be formed with each group analyzing a teaching case guided by pre-assigned questions.

Students will have to actively participate in class and hold group presentations. Interactive in-class discussions and group work are important in this course format.

The design of this course is applied, i.e., students are expected to use and apply the tools and frameworks discussed to the cases. The cases display real-life industry environments and firm strategy in global beer and wine and allow students to get a first-hand understanding of what it means to operate in global markets.


The assessment of students participating in this course will be based on the following:

  • Class participation and individual preparation: 30 % of the grade. Given the interactive format of this course, active participation in class discussions is required. This includes evidence of thorough preparation of course materials, particularly case studies and readings. You are expected to attend all of the classes. Hence, attendence is a prerequisite and not subject to grading. It is ok to miss one class during the semester if an emergency, illness or such means that you cannot attend, in which case you are kindly asked to notify me by e-mail (in advance). Participation will be evaluated based on preparedness and quality of contributions during discussions (please note the word ‘quality’). In addition, individual class preparation can also be assessed through individual assignments on learn@wu beforehand.
  • Case presentation (group assignment): 20 % of the grade. Allocation to groups will be done during the first lecture. Each group will have to prepare an analysis of one of the teaching cases guided by pre-assigned case questions and will have to present it to the class.
  • Final presentations (group assignment): 40 % of the grade. In your final presentations you will present your own project, i.e., you will have to evaluate the strategy of an international FMCG company of your choice (outside the wine and beer industry) in light of the firm’s capabilities and the industry environment. The company of your choice has to be approved by the instructor in the fourth session. Your final group project will be presented in class during the last session and has to get a positive mark in order to pass the course.
  • Peer rating: 10 % of the grade. Each group member’s participation in team work will be assessed by your peer group members.
Prerequisites for participation and waiting lists

WU students (SBWL: International Business): Completed IB Foundations (Class I – Basics) and Applications (Class II)

Availability of lecturer(s)

Karl Brindlmayer, M.A. M.Sc.
Of­fice: D1, 4.032
Of­fice Hours: By ap­point­ment

Last edited: 2018-11-29