The course provides an overview of the most important strategic marketing decisions to be taken in a globalized economy. 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 between marketing and other functional areas. And strategic, in that marketing strategy cannot be developed without an appreciation of business strategy and competitive advantage.
In terms of content, the course will open by outlining key opportunities, challenges and risks of globalization. Next, it will focus on international growth opportunities and look at market assessment options. Subsequently, we scrutinize the need to balance local responsiveness and global synergies and take a closer look at the impact of culture on marketing-mix decisions. The attention then shifts to branding, positioning and the impact of digitalization on global marketing.
The course aims to develop strategic thinking in a global marketing context and will provide an opportunity to sharpen your verbal and written communication skills through the discussion of case studies and the presentation of selected topics. You will learn key concepts and tools used in developing global marketing strategies and in solving global marketing problems.
Knowledge and understanding
By the end of the course you 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 developing global marketing strategies.
More specifically you will have knowledge and understanding of:
• Marketing techniques and tools for strategic market analysis, including decision templates.
• Global market entry and expansion strategies.
• Global branding and competitive advantage.
• Organizational issues impinging on global marketing decisions.
Cognitive and subject specific skills
After completing this course, you will have:
• The ability to appreciate the complexities involved in taking strategic decisions in global marketing management.
• The ability to contextualize these decisions in light of internal and external opportunities and threats.
• The ability to develop marketing strategies suitable for competing in the global arena.
• The ability to analyze cases that approximate global business situations.
Key skills
At the end of this course, you will have:
• Advanced your written and oral communication skills
• Reinforced the principles that are essential for a creative, self-disciplined team to lead a corporation in a fast changing global environment.
Please note that the first session is 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, but may impact your participation score.
The course utilizes a combination of interactive lectures, case discussions and group presentations. The majority of meetings are held in a seminar format. Consequently, attendance and participation in class discussions is critical to the success of the course and will determine your grade.
- 30% Case presentations (please see session outline below)
- 10% Final quiz (final session)
- 30% Individual Case Analysis (final session)
- 20% Class participation
- 10% Peer rating (see below)
At the end of the course, you will be asked to rate the contribution of the team members in your study group. Please download the "Peer Rating" form from "Learn@WU".
Before/after class and by appointment (IMM secretariat - Ms. Taylor)
For administrative matters please contact:
Dr. Philipp Simbrunner
E-mail: philipp.simbrunner@wu.ac.at
