5066 Global Media Marketing
Mag. Alexander Koppel
Contact details
Weekly hours
Language of instruction
02/11/19 to 02/20/19
Registration via LPIS
Notes to the course
Day Date Time Room
Monday 05/06/19 10:30 AM - 12:30 PM EA.5.030
Monday 05/06/19 02:00 PM - 04:30 PM EA.5.030
Tuesday 05/07/19 10:00 AM - 12:00 PM TC.3.05
Tuesday 05/07/19 01:00 PM - 03:00 PM TC.2.01
Wednesday 05/08/19 10:00 AM - 12:00 PM TC.2.01
Wednesday 05/08/19 01:00 PM - 03:30 PM D4.0.133
Thursday 05/09/19 10:00 AM - 12:00 PM TC.3.08
Thursday 05/09/19 01:00 PM - 03:30 PM TC.3.10
Friday 05/10/19 10:00 AM - 12:30 PM TC.5.02
Friday 05/10/19 01:30 PM - 04:00 PM TC.4.14

How do some of the world's most successful media companies and brands drive fundamental changes to the way they approach marketing? Educate yourself about the global (and local) developments of the constantly evolving media landscape and industry to understand how media platforms and brands must continuously‘adapt or die’. Services provided, the convenience and ubiquity of the mobile device has resulted in a shift from traditional to digital consumption with more internet users and an increased availability of data for marketers to use. Today’s media revolution is not just about technology or marketing, but about human insight and engagement. This is where social media opportunities shift marketing and communications plans to a different approach, predict consumers’ buying habits, and improve products and service(s).

Learning outcomes

This course provides participants with real-life examples on how media brands must continuously develop to deliver 

another level of business results’. Recent cases demonstrate how global brands can communicate and interact seamlessly across the digital landscape of today's consumer habits. 

This course aims to provide students with:

– A top-line understanding of the most relevant global and future media developments

– Insights on interdependencies within this fragmented landscape

– Learnings on how brands ensure continued relevance, engagement and progression to answer on consumer needs

Attendance requirements

Please note that the first and last session are 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.

Teaching/learning method(s)

Classes on all five days consist of lectures, discussions, group debates, exercises, case studies, presentations and international guest speakers with interesting global marketing experience and skill sets. Students are expected to read the relevant materials and to participate actively in discussions and group debates.


Classes include individual (70%) and group assignments (30%). Individual assignments are based on exercises and how active students are in the ongoing conversations and debates. Group assignments include an in-depth analysis of case studies, an oral presentation of recommendations / findings and a written report. Attendance and participation in class discussions are critical to success.

1. Final Paper / Case Study 40%

2. Individual Participation 20%

3. Group Presentations  40%

1 Author: Norm Johnston

Adaptive Marketing 

Leveraging real-time data to become a more competitive and successful company

Year: 2015
Recommendation: Strongly recommended (but no absolute necessity for purchase)
Type: Book
2 Author: David F. Gianetto

Big Social Mobile  

How digital initiatives can reshape the enterprise and drive business results

Year: 2015
Recommendation: Strongly recommended (but no absolute necessity for purchase)
Type: Book
3 Author: Ardath Albee

Digital Relevance

Developing marketing content and strategies that drive results

Year: 2015
Recommendation: Strongly recommended (but no absolute necessity for purchase)
Type: Book
4 Author: John A Quelch, Christopher A. Bartlett

Global Marketing Management - A Casebook

uses Harvard cases to examine the factors that affect marketing of goods and services worldwide

Year: 2008
Recommendation: Strongly recommended (but no absolute necessity for purchase)
Type: Book
5 Author: Mary M. McKinley

Ethics in Marketing and Communications

Towards a global perspective

Year: 2011
Recommendation: Strongly recommended (but no absolute necessity for purchase)
Type: Book
Availability of lecturer(s)

The course takes place over five days ( 4,5h  each day) - each day  includes various case studies and group work elements. Students are invited to join in actively, be curious and ask questions at any point in time.

Unit details
Unit Date Contents

What are the most relevant global (and local) developments of our constantly evolving media landscape and industry? How do global media platforms such as Netflix and Amazon, challenge the traditional landscape and change consumer behavior? Which strong brands seem to succeed – and why? Includes guest speaker.


How especially the socially aware, information-empowered brands can provide a consistent experience across all channels to influence consumer behavior to its best advantage? How did platforms such as YouTube, Facebook, position as social amplifiers of global brand messages? Includes guest speaker.


How to create content with a meaningful relevance for global audiences? Includes case studies about global media players in terms of communication and media outcome. How do these companies re-enact their brand? What are common and successful communication tools used? Includes guest speaker.



Group work on how brands could develop a necessary integrated approach to remain competitive in the new social economy.



Group presentations, open questions and discussion, key learnings and wrap up.

Last edited: 2018-12-10