1009 Global Marketing Strategy B
o.Univ.Prof. Bodo B. Schlegelmilch, Ph.D., D.Litt., Ph.D. (hon), Dr. Philipp Simbrunner
  • LV-Typ
  • Semesterstunden
  • Unterrichtssprache
26.09.2019 bis 29.09.2019
Anmeldung über LPIS
Hinweise zur LV
Die Lehrveranstaltung wird nur im WS angeboten.
Planpunkt(e) Master
Wochentag Datum Uhrzeit Raum
Donnerstag 17.10.2019 09:00 - 12:00 D2.0.392
Donnerstag 31.10.2019 13:30 - 17:00 D2.0.392
Donnerstag 07.11.2019 14:00 - 17:00 D2.0.392
Donnerstag 14.11.2019 13:30 - 17:00 D2.0.392
Donnerstag 21.11.2019 14:00 - 17:00 D2.0.392
Donnerstag 28.11.2019 13:30 - 17:00 D2.0.392
Donnerstag 05.12.2019 13:00 - 16:00 TC.0.03 WIENER STÄDTISCHE

Inhalte der LV

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.

Lernergebnisse (Learning Outcomes)

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.

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. 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.

Leistung(en) für eine Beurteilung

  • 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". 


1 Autor/in: Bodo B. Schlegelmilch

Global Marketing Strategy - An Executive Digest

Verlag: Springer International Publishing; Switzerland, 2016
Auflage: 1st
Anmerkungen: Essential reading for all students
Jahr: 2016
Art: Buch
2 Autor/in: Schlegelmilch B.B. & Simbrunner P.

Reader: Global Marketing Strategy

Verlag: IMM Institute
Anmerkungen: Includes notes on case analyses, case texts and copies of Power Point slides discussed in class.
Jahr: 2019
Empfehlung: Unbedingt notwendige Studienliteratur für alle Studierenden
Art: Skriptum

Erreichbarkeit des/der Vortragenden

Before/after class and by appointment (IMM secretariat - Ms. Taylor)
For administrative matters please contact:

Dr. Philipp Simbrunner



Instructors Bibliographies

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

Dr. Philipp Simbrunner

Detailinformationen zu einzelnen Lehrveranstaltungseinheiten

Einheit Datum Inhalte

Lecture /Discussion - Marketing as a Corporate Value Driver

The course reflects strong convictions: Firstly, we should not think in functional silos, secondly the best companies combine marketing and strategy, and thirdly, corporations cannot sensibly discuss their marketing and strategies without taking a global perspective.

This introductory session provides arguments to support these views and discusses the link between marketing, strategy and globalization.

We also introduce a technique that can be used to analyze case studies.


Required Reading:

Schlegelmilch, B.B.(2016). Global Marketing Strategy – An Executive Digest - Chapter 1 & 2.

Schlegelmilch, B.B. (2015). A Note on Case Analysis (Reader).


Assessing and Entering and International Markets - Case Study: Egger GmbH

We start by discussing how to assess the attractiveness of different geographic markets and market entry options.

During the second part of the session, we contextualize the lecture by analyzing how a small Austrian manufacturer, Egger GmbH, assesses international growth opportunities.


Required Reading:

Schlegelmilch, B.B. (2016). Global Marketing Strategy – An Executive Digest - Chapter 3 & 4.

Case Study: Egger GmbH


Balancing Global Synergies and Local Responsiveness – Case Study: Cameron Auto Parts

We discuss how the international marketing-mix is shaped by environmental variables, expecially culture. Cost considerations tend to push firms towards standardizing their product and service offers, whereas environmental differences often necessitate or suggest adaption of the marketing-mix.

During the second part of the session, we discuss the Cameron Auto Parts (A) case. The small supplier has developed a new product and needs to decide how to enter international markets.


Group Presentations:

(1) Group 1 will present on the advantages and disadvantages of licensing as a means to enter international markets (5 page paper with correctly referenced sources plus max 10 Power Point slides)

(2) Group 2 will present the Cameron Auto Parts (B) case study. (5 page case discussion pus max. 10 Power Point slides).


Required Reading:

Schlegelmilch, B.B. (2016). Global Marketing Strategy – An Executive Digest - Chapter 5 & 6. 

Case Study: Cameron Auto Parts (A)


Competitive Positioning in Global Markets - Case Study: Dove - Hips Feel Good

We focus on branding and positioning in a global marketing context. Aligning brand perceptions across national boundaries and successfully positioning a brand versus international and local competitors remain key challenges for marketing managers.

During the second part of the session, we focus on the Dove case study, to illustrate the challenge of brand positioning in a digital marketing environment.


Required Reading:

Schlegelmilch, B.B. (2016). Global Marketing Strategy – An Executive Digest - Chapter 7 & 8.

Case Study: Dove: Hips Feel Good


Digital Marketing Strategy: Barriers to Globalization

The world is turning digital. This changes how consumers use media, inform themselves about products and services, and how they buy. For companies, digitalization has opened a whole range of new tools that are revolutionizing their marketing. However, digital marketing is not as global as one might expect.


Group Presentations:

(1) Group 3 will look at the developments of the FAANGs (Facebook, Amazon, Apple, Netflix and Google’s parent, Alphabet) versus the BATs (Baidu, Alibaba and Tencent) Please compare the development of their market value (market capitalization) over the last five years. What do they have in common, what makes them different? (5 page paper with correctly referenced sources plus max 10 Power Point slides).

(2) Group 4 will present the Recruit Japan: Harnessing Data to Create Value case study (5 page case discussion pus max. 10 Power Point slides).


Required Reading:

Schlegelmilch, B.B. (2016).Global Marketing Strategy – An Executive Digest - Chapter 11.  

Schlegelmilch, B.B. (2016): Digital Marketing Strategy (Reader) or download from:

Case Study: Recruit Japan: Harnessing Data to Create Value


Branding in a Global Marketing Context

We focus on branding decisions in a global marketing context. Issues include the pros and cons of brands versus no-brands, local brands versus global brands and single brands versus multiple brands.


Group Presentations:

(1) Group 5: Will present a new Midea case study titled: Expanding Midea’s International Business: Own Brand Manufacturing (OBM) a Strategic Priority.

(2) Group 6: Will identify and compare different approaches to capture brand value. To this end, the group is tasked with tracing the development of the world’s top brands over the past 20 years (e.g. in five yearly intervals) by using two of the identified measurement approaches. What insights can be drawn from these developments for global marketing management?


Required Reading:

Schlegelmilch, B.B. (2016). Global Marketing Strategy – An Executive Digest - Chapter 9 & 10.


Final Quiz & Management Decision Task

You will be requested to develop a case solution for an unknown case and to answer some questions on the required readings.

Zuletzt bearbeitet: 12.08.2019