Syllabus

Title
0031 Foundations in GMM
Instructors
Selma Saracevic, MSc., o.Univ.Prof. Bodo B. Schlegelmilch, Ph.D., D.Litt., Ph.D. (hon)
Contact details
  • Type
    PI
  • Weekly hours
    2
  • Language of instruction
    Englisch
Registration
09/17/20 to 09/20/20
Registration via LPIS
Notes to the course
Subject(s) Bachelor Programs
Dates
Day Date Time Room
Tuesday 10/06/20 10:00 AM - 02:00 PM Online-Einheit
Friday 10/09/20 10:00 AM - 02:00 PM Online-Einheit
Tuesday 10/13/20 10:30 AM - 02:00 PM Online-Einheit
Friday 10/16/20 10:00 AM - 02:00 PM Online-Einheit
Tuesday 10/20/20 10:00 AM - 02:00 PM Online-Einheit
Friday 10/23/20 10:00 AM - 01:00 PM Online-Einheit

Procedure for the course when limited activity on campus

The course takes place online. Please check the Distance Learning Syllabus as published in LEARN (only for registered participants) for the Syllabus with details on a scenario regarding distance learning.

Contents

This course will address the following questions: 

  • Why does global marketing differ from domestic marketing?
  • 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

By the end of the course students will acquire:

· The ability to apply key concepts in global marketing to specific company/market situations.

· The ability to analyze and structure global marketing challenges.

· The ability to gather and filter information efficiently and effectively in the context of global marketing.

· The ability to learn to work in teams.

· The ability to develop critical thinking.

· The ability to defend developed arguments.

Attendance requirements

Please note that the attendance of the live sessions is mandatory. If you do not attend the first session, you will be deregistered from the course. An absence of 1 live session is permitted, but may impact your participation score. Please send an email to ‘selma.saracevic@wu.ac.at’ stating the reason for any absence if required.  

Teaching/learning method(s)

Course Materials

1. Course Text:

Schlegelmilch, B.B. (2016). Global Marketing Strategy - An Executive Digest, Springer International Publishing, Switzerland.

The book is available in hardcover and as eBook. The latter is free of charge within the WU Internet domain: http://link.springer.com/book/10.1007/978-3-319-26279-6

2. Course Script:

Due to the present Corona situtation, all course materials will be published online on this platform this semester.

(Please purchase the course script, including case texts, slides and background readings during office hours from Ms. Pam Taylor at the IMM office). Plesae note that this does not apply this semester.

 

Assessment

1. Participation during live sessions and in chat

10%

2. Peer evaluation

10%

2. Four case analyses (10 percent each)

40%

3. Quiz

40%

Case Analysis:

Each group is requested to provide a 3-page case analysis for all cases as indicated below. For Li Ning, Red Bull and Linkfluence, also add a 2-page appendix on the current situation of the companies within their respective industries.

Readings

1 Author: Schlegelmilch, B.B.
Title:

Global Marketing Strategy - An Executive Digest

The book is available in hardcover and as eBook. The latter is free of charge within the WU Internet domain: http://link.springer.com/book/10.1007/978-3-319-26279-6


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.
Title:

 

Please purchase the course script, including case texts, slides and background  readings during office hours from Ms. Pam Taylor at the IMM office.


Publisher: IMM
Edition: 1st
Remarks: Available at the Institute for International Marketing Management (IMM)
Year: 2020
Content relevant for class examination: Yes
Recommendation: Essential reading for all students
Type: Script

Prerequisites for participation and waiting lists

N/A

Availability of lecturer(s)

During the course, we will be available for additional consultations via WhatApp.

Bodo B. Schlegelmilch heads the Institute for International Marketing Management at WU Vienna and is Chair of the Association of MBAs [AMBA] and Business Graduates Association [BGA]. For more than 10 years, he served as founding Dean of the WU Executive Academy.

Starting at Deutsche Bank and Procter & Gamble, he continued his career at the University of Edinburgh and the University of California, Berkeley. Professorships at the University of Wales (UK) and at Thunderbird School of Global Management (USA) followed.

Bodo serves on business school advisory boards in Europe and Asia. He taught in over 30 countries on six continents, and his research interests span from international marketing strategy to CSR. He published in leading academic journals, such as the Strategic Management Journal, Journal of International Business Studies and Journal of the Academy of Marketing Science. Bodo was Editor-in-Chief of the Journal of International Marketing and serves/d on the editorial boards of the Journal of Marketing, the International Journal of Research in Marketing, AMS-Review and many others.

Initially educated in Germany, Bodo obtained two doctorates (in International Marketing Strategy and CSR) from the University of Manchester (UK) and an honorary Ph.D. from Thammasat University (Thailand).

Further details:

Short CV

Google Scholar

 

Selma Saracevic is a Teaching and Research Associate at the Institute for International Marketing Management, where she pursues a PhD in the area of sustainable consumption. Prior to joining the WU, Selma completed her M.Sc. in International Business Administration at the University of Vienna. In terms of industry experience, she has worked for international companies (e.g. La Prairie) in the areas of sales and marketing.

Further details:

Short CV

 

 

Other

The IMM Welcome Event will be held on 

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

 

Unit details

Unit Date Contents
1 Prior to Oct. 6

Topic

Assignments

Establish Connection

1. Familiarize yourself with course site on MS Teams.

2. Join course WhatApp group. 

 

Each Student:

Upload a one-page Power Point slide:

 

1. Name and Nickname, if applicable

2. What are you particularly proud of

3. Anything unusual /memorable

4. Photo

 

Each Team:

Upload a one page Power Point slide:

 

1. Team Name

2. Name of each team member

3. Team motto

4. Photo of team

 

Deadline for uploading the Power Point slides: Oct. 6 - midnight

 

2 Oct. 6

LIVE SESSION

10.00 to 11.30 CET

1. Course introduction

2. What makes international marketing different from domestic marketing?

 

 

 

 

 

Each Student:

Participate in live session.

Read “Note on Case Analysis”

 

3 Oct. 7 - Oct. 8

 

Case Analysis – Li Ning

The case describes the international marketing plans of a Chinese sports apparel and footwear company. You are requested to evaluate the company’s approach to internationalization and to suggest a possible international market expansion strategy.

 

 

Each Student:

Please watch videos on

 

market assessment and selection

 

Jinjiaang - China's Shoe Capital

 

 

Each Team:

Analyze the Li Ning case and upload your analysis. Please submit a cover page with team photo and names of team members plus a maximum three pages of text. (Times New Roman 12; single line spacing).

 

Provide a two-page appendix on the current situation of the company within its industry.

 

Deadline Oct. 8 - midnight

 

4 Oct. 9

LIVE SESSION

10.00 to 11.30 CET

1. Case Study Discussion – Li Ning

2. Key Concepts and Frameworks

3. Q & A

 

 

Each Student:

Participate in live session.

 

 

5 Oct. 10 - Oct. 12

 

Case Analysis – Egger

The case describes different options for penetrating the domestic (Austrian) market and an international market (Hungary). You are requested to evaluate these options.

 

 

Each Student:

Please watch videos on

 

Market Entry Modes

 

Why Home Depot Failed in China

 

The Brighter Side of Materialism

 

Each Team:

Analyze the Egger case and upload your analysis. Please submit a cover page with team photo and names of team members plus a maximum three pages of text. (Times New Roman 12; single line spacing).

 

Deadline Oct. 12 - midnight

 

 

 

 

 

6 Oct. 13

LIVE SESSION

10.00 to 11.30 CET

1. Case Study Discussion – Egger

2. Key Concepts and Frameworks

3. Q & A

 

 

Each Student:

Participate in live session.

 

7 Oct. 14 - Oct. 15

Case Analysis – Red Bull Stratos

The case describes how Red Bull orchestrated a unique marketing event that gained tremendous media attention. You are requested to identify what Red Bull and other marketing oriented companies might learn from this event.

 

 

Each Student:

Please watch videos on

 

The International Marketing Mix

 

Red Bull Marketing Strategy

 

Each Team:

Analyze the Red Bull case and upload your analysis. Please submit a cover page with team photo and names of team members plus a maximum three pages of text. (Times New Roman 12; single line spacing).

 

Provide a two-page appendix on the current situation of the company within its industry.

 

Deadline Oct. 15 - midnight

 

8 Oct. 16

LIVE SESSION

10.00 to 11.30 CET

1. Case Study Discussion – Red Bull

2. Key Concepts and Frameworks

3. Q & A

 

Each Student:

Participate in live session.

9
10 Oct. 17 - Oct. 19

Case Analysis - Linkfluence

The case describes how Linkfluence, a leading global social media monitoring and research company, acquired the social marketing company ActSocial. You are requested to suggest how Linkfluence can leverage synergies across the new (larger) organization.

 

 

 

Each Student:

Please watch videos on

 

Integrated Marketing Campaign

 

China Digital Consumer Trends

 

 

Each Team:

Analyze the Linkfluence case and upload your analysis. Please submit a cover page with team photo and names of team members plus a maximum three pages of text. (Times New Roman 12; single line spacing).

 

Provide a two-page appendix on the current situation of the company within its industry.

 

Deadline Oct. 19 – midnight

 

11 Oct. 20

LIVE SESSION

10.00 to 11.30 CET

1. Case Study Discussion – Linkfluence

2. Key Concepts and Frameworks

3. Q & A

Each Student:                         

Participate in live session.

12 Oct. 23

LIVE SESSION

10.00 to 11.30 CET

 

Online Quiz

 

Participation of all students is required

 

Last edited: 2020-10-05



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