The course provides an overview of 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 executives cannot function without an appreciation of business strategy and competitive advantage.

FOR COURSE DETAILS PLEASE SEE SYLLABUS AT "LEARNING ACTIVITIES"

By the end of the course students will have understood:

· The idiosyncrasies involved in developing marketing strategies for global markets.

· The need for a holistic approach to analysing global marketing strategies.

· Key analytical tools and frameworks helpful to managers working in global marketing management.

More specifically the student will have knowledge and understanding of:

· Techniques and tools for strategic market analysis.

· Global market entry and expansion strategies, including segmentation, targeting and positioning.

· Global marketing mix decisions.

· Organizational issues impinging on global marketing decisions.

· The ability to appreciate the complexities involved in global marketing strategy decisions.

· The ability to contextualize these decisions in light of internal and external opportunities and threats.

· The ability to develop strategies suitable for competing in the global arena.

· The ability to analyze cases that approximate global business situations.

Please note that the first session is mandatory. If you do not attend the first session, you will be de-registered from the course. An absence of 1 session is permitted, but may impact your individual contribution score. However, you cannot be absent during the Country Manager Simulation or during the Multiple Choice Test, as these count for 25% for and 15% of your assessment, respectively. Please send me an email stating the reason for any absence if required.  

We use a mix of lectures, case discussions, group workshops and debates. A competitive business simulation also constitutes an important part of the course. Given this interactive approach and the fact that class participation will be part of your grade, attendance is mandatory.

Assessment

N/A

N/A

Before/after class and by appointment via the IMM secretariat - imm@wu.ac.at

Instructor

Prof. Bodo B. Schlegelmilch, Ph.D., D.Litt., Ph.D. (hon.)

Professor Schlegelmilch is Chair of the Institute for International Marketing Management at WU Vienna and Chair of the Association of MBAs and Business Graduates Association [AMBA & BGA]. For 11 years, he served as founding Dean of the WU Executive Academy. Initially educated in Germany, he obtained two doctorates (a Ph.D. and a D.Litt.) from Manchester University and an honorary Ph.D. from Thammasat University (Thailand). Starting at Deutsche Bank and Procter & Gamble in Germany, he continued his career at the University of Edinburgh and the University of California, Berkeley. Appointments as British Rail Chair of Marketing at the University of Wales (UK) and Professor of International Business at Thunderbird School of Global Management (USA) followed.

Further details:

https://www.wu.ac.at/en/imm/about-imm/faculty/bbs-lowercased/