0923 Global Marketing Management B
o.Univ.Prof. Bodo B. Schlegelmilch, Ph.D., D.Litt., Ph.D. (hon)
  • LV-Typ
  • Semesterstunden
  • Unterrichtssprache
02.09.2019 bis 20.09.2019
Anmeldung über LPIS
Hinweise zur LV
Planpunkt(e) Master
Wochentag Datum Uhrzeit Raum
Montag 07.10.2019 09:00 - 14:00 D4.0.022
Montag 14.10.2019 09:00 - 14:00 D5.1.001
Montag 21.10.2019 09:00 - 14:00 D5.1.001
Montag 28.10.2019 09:00 - 14:00 D5.1.001
Montag 04.11.2019 09:00 - 14:00 D5.1.001
Montag 11.11.2019 09:00 - 19:00 D5.1.001
Montag 25.11.2019 09:00 - 14:00 D5.1.001
Montag 02.12.2019 09:00 - 14:00 D5.1.001

Inhalte der LV

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.


Lernergebnisse (Learning Outcomes)

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.

Regelung zur Anwesenheit

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.

Leistung(en) für eine Beurteilung


1 Group paper and presentation of one assigned topic (topics please see below)

  • Paper 15%
  • Presentation 10%

Weight: 25%

2 Group PowerPoint Slides on Intended Regional Strategy

Weight: 10%

3 Group Performance during Simulation

Weight: 25%

4 Group Insights from Country Manager Simulation

Weight: 10%

5 Individual Results from Multiple Choice Test

Weight: 15%

6 Individual Contribution to Case and other Class Discussions

Weight: 15%

Teilnahmevoraussetzung(en) und Vergabe von Wartelistenplätzen



1 Autor/in: Schlegelmilch, B.B

Global Marketing Strategy - An Executive Digest

Verlag: Springer International Publishing, Switzerland.
Jahr: 2016
Diplomprüfungsstoff: Ja
Empfehlung: Unbedingt notwendige Studienliteratur für alle Studierenden
Art: Buch

Empfohlene inhaltliche Vorkenntnisse


Erreichbarkeit des/der Vortragenden

Before/after class and by appointment via the IMM secretariat -


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:

Detailinformationen zu einzelnen Lehrveranstaltungseinheiten

Einheit Datum Inhalte
1 Oct. 7

Marketing as a Corporate Value Driver

2 Oct. 14

Selecting and Entering Global Markets

3 Oct. 21

Balancing Local Responsiveness and Global Synergies

4 Oct. 28

Segmentation Targeting and Positioning in a Global Context

5 Nov. 4

Country Manager Simulation 1

6 Nov. 11

Country Manager Simulation 2

7 Nov. 25

Digital Marketing Strategy: Barriers to Globalization

8 Dec. 2

Opposing Trends and Strategic Tensions in Marketing Management

Zuletzt bearbeitet: 11.06.2019