0045 Foundations in GMM
Katharina Dinhof, M.Sc., em.o.Univ.Prof. Bodo B. Schlegelmilch, Ph.D., D.Litt., Ph.D. (hon)
Contact details
Weekly hours
Language of instruction
09/19/19 to 09/22/19
Registration via LPIS
Notes to the course
Day Date Time Room
Tuesday 10/08/19 10:00 AM - 02:00 PM TC.2.03
Friday 10/11/19 10:00 AM - 02:00 PM TC.4.03
Tuesday 10/15/19 12:00 PM - 03:30 PM TC.3.03
Wednesday 10/16/19 08:30 AM - 02:30 PM D3.0.233
Friday 10/18/19 10:00 AM - 02:00 PM TC.5.27
Tuesday 10/22/19 08:00 AM - 09:00 AM TC.2.03

This course will address the following questions:


  • Why does global marketing differ from marketing in a domestic environment?
  • How can companies assess and identify suitable target markets? 
  • What are the major market entry alternatives?
  • Which factors influence segmentation, targeting and positioning in overseas markets? 
  • Why is there a tension between standardization and adaptation in marketing?
  • How does the marketing mix change in a global context? 

The course "Foundations in International Marketing Management" is closely linked to the course "Applications in IMM". While the "Foundations" course will provide the students with a fundamental understanding of key challenges and concepts in global marketing, these concepts will be applied in the "Applications" course using a computer-based international marketing simulation.

Learning outcomes

Students will learn how to …

  • apply key concepts in global marketing to specific company/market situations
  • analyse and structure global marketing challenges
  • gather and filter information efficiently and effectively in the context of global marketing
  • learn to work in teams
  • develop critical thinking
  • defend developed arguments
Attendance requirements

Missing   < 2   hours: no extra work required; possible consequences in terms of missing opportunities to participate (lower participation grade)

Missing 2- 4.5 hours: compensatory work required

Missing 4.5 <  hours:  no grading/fail

Teaching/learning method(s)
lectures, in-class discussions, case studies, group works



20% class participation

(30%) 40% (reflexion) or presentation

40% quiz

1 Author: Schlegelmilch, B.B.

Global Marketing Strategy - An Executive Digest

Publisher: Springer International Publishing, Switzerland
Edition: 1st
Year: 2016
Content relevant for class examination: Yes
Recommendation: Essential reading for all students
Type: Book
2 Author: Schlegelmilch, B.B.

Course Reader: Foundations in GMM

Publisher: IMM
Edition: 1st
Remarks: Available at the Institute for International Marketing Management (IMM)
Year: 2019
Content relevant for class examination: Yes
Recommendation: Essential reading for all students
Type: Script
Availability of lecturer(s)

Please contact Dinhof Katharina, MSc <> for questions about this course.



The IMM Welcome Event will be held on 09/30/2019.

More detailed information about the IMM Welcome Event will be published online.


Unit details
Unit Date Contents
1 8.10.2019


What is global marketing strategy? We look at the key components of global marketing strategy and illustrate the interrelationships between the main decisions.

In-Class Debate:

Is globalization (global marketing) positive or negative for Society?

2 11.10.2019

Balancing Adaptation and Standardization

We discuss how the marketing mix elements are shaped by environmental variables when a firm globalize. Cost considerations tend to push firms towards standardizing their product and service offers, whereas environmental differences found in foreign markets often necessitate or suggest adaptations of the marketing mix.

Case Study - Class Discussion

Zara: Future Ready? (617-0058-1)

3 15.10.2019

Targeting and Brand Positioning in a Global Context

We focus on targeting and brand positioning in a global context. Achieving a consistent brand positioning in different countries around the globe remains one of the key challenges of every marketing manager.

Case Study - Presentation by Selected Student Groups

Multicultural Marketing at Western Union (518-0042-1)

4 16.10.2019

Global Marketing Mix: Pricing and Placement

We focus on two of the four P's and provide a basic overview.

We will also start with the first part of Product and Promotion.

Please make sure to read the article about emotional appaeals in the folder "Learning Activities".

Read until page 15. We will shortly discuss rational and emotional appeals in the class.

5 18.10.2019

Global Marketing Mix: Product and Promotion

We will focus on the second part of Product and Promotion and

will continue with Group Presentations of 2 Cases (Cases will be in the Reader).

6 22.10.2019

Final Quiz

Last edited: 2019-10-09