Syllabus

Title
0818 Global Marketing Management A
Instructors
em.o.Univ.Prof. Bodo B. Schlegelmilch, Ph.D., D.Litt., Ph.D. (hon)
Contact details
imm@wu.ac.at
Type
PI
Weekly hours
4
Language of instruction
Englisch
Registration
09/10/20 to 09/22/20
Registration via LPIS
Notes to the course
Subject(s) Master Programs
Global Marketing Management
Dates
Day Date Time Room
Monday 10/05/20 10:00 AM - 11:30 AM Online-Einheit
Monday 10/12/20 10:00 AM - 11:30 AM Online-Einheit
Monday 10/19/20 10:00 AM - 11:30 AM Online-Einheit
Monday 11/02/20 10:00 AM - 11:30 AM Online-Einheit
Monday 11/09/20 10:00 AM - 11:30 AM Online-Einheit
Monday 11/16/20 10:00 AM - 11:30 AM Online-Einheit
Monday 11/30/20 10:00 AM - 11:30 AM Online-Einheit
Monday 12/07/20 10:00 AM - 11:30 AM Online-Einheit

On this page:

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Procedure for the course when limited activity on campus

Please see the Distance Learning Syllabus.

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Contents

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.

The course is taught online via MS Teams. It consists of pre-recorded lectures, live online discussions, live group presentations, group workshops and asynchronous Q&As via chats. A competitive business simulation also constitutes an important part of the course.

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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 acquire

· The ability to apply techniques and tools for strategic market analysis.

· The ability to assess global marketing mix decisions.

· The ability to appreciate organizational issues impinging on global marketing decisions.

· The ability to recognize 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.

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Attendance requirements

Please note that the attendance of the live sessions is mandatory. If you do not attend the first session, you will be de-registered from the course. An absence of 1 live session is permitted, but may impact your participation score. Please send me an email stating the reason for any absence if required

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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

Supplementary Chapter: Schlegelmilch, B.B. Global Digital Transformation: Marketing Implications. Lecture Note. Download from https://www.wu.ac.at/en/imm/

2. Program Script:

Additional readings will be uploaded to the MS Teams course site. 

 

3. Country Manager Latin America Simulation:

Provides access to the simulation and includes manuals, case material and country information. An email explaining how to register for the Country Manager simulation will be sent to you by October 1, 2020. The Country Manager Simulation will be free of charge to you.

 

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Assessment

Detailed Instructions for Group Assignments

The assignments are designed as group work. Each team has to submit one paper of no more than 11 pages (Times New Roman 12; Line spacing 1.5). The 11 pages should include a cover page with a photo of the team, full names and student ID numbers, references and (where applicable) appendices. Please ensure that you acknowledge all your sources and include complete references (APA style) at the end of your paper. Use a clear structure with headings and sub-headings; no bullet style please. Papers which exceed the length limitation will not be graded.

In addition to the paper, each team needs to submit a set of 10 PowerPoint slides, which capture the content of your paper. The submission deadlines for both the paper and the Power Point deck is indicated in the course outline below.

Each team will we asked to present their paper (please see below for details). Presentation time 15 minutes and Q&A 15 minutes.

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Readings
1 Author: Schlegelmilch, B.B.
Title:

Global Marketing Strategy - An Executive Digest

Publisher: Springer International Publishing, Switzerland.
Year: 2016
Content relevant for class examination: Yes
Recommendation: Essential reading for all students
Type: Book
2 Author: Schlegelmilch B.B.
Title:

Global Marketing Management (CEMS) - A & B

Publisher: IMM
Remarks: Reader
Year: 2019
Content relevant for class examination: Yes
Content relevant for diploma examination: Yes
Recommendation: Essential reading for all students
Type: Script
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Prerequisites for participation and waiting lists

N/A

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Recommended previous knowledge and skills

N/A

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Availability of lecturer(s)

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

Instructor

Bodo B. Schlegelmilch is Chair of the Association of MBAs [AMBA] and Business Graduates Association [BGA] and heads the Institute for International Marketing Management at WU Vienna. 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:

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

https://scholar.google.de/citations?hl=de&user=9TJPwB0AAAAJ

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Unit details
Unit Date Contents
1 Oct. 4

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 Student:

Read: ‘How will consumer markets evolve after Coronavirus.’

 

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

 

Deadlines for uploading the Power Point slides: Oct. 4

 
2 Oct. 5

LIVE SESSION

10.00 to 11.30 CET

1. Course introduction

2. Is Covid-19 leading to sustainable changes in consumer behavior?

 

 

Each Student:

Participate in live session.
3 Oct. 6 - 11

 

Marketing as a Corporate Value Driver

The lectures explain that 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.

 

 

Each Student:

Listen to recorded lectures on ‘Marketing as a Corporate Value Driver’ - Unit 1 to Unit 5.

 

Each Student:

Post questions and provide answers in chat.

 

Each Team:

Submit bullet point answers to review questions at the end of each lecture.

 

Team 1 and Team 2:

Submit Power Point decks and papers on assigned topics.

 

Deadlines for all session 3 assignments:  Oct. 11
4 Oct. 12

LIVE SESSION

10.00 to 11.30 CET

1. Q & A on ‘Marketing as a Corporate Value Driver’

2. Presentation of Team 1 / Topic 1

3. Presentation of Team 2 / Topic 2

 

Each Student:

Participate in live session.

 

Each Student:

Submit score and comments for team presentations. Do not rate your own team.

Deadline Oct 12

 
5 Oct. 13 - 18

Market Selection and Assessment

The lectures focus on how to assess the attractiveness of different geographic markets. Subsequently, we focus on the pros and cons of different market entry alternatives.

 

 

Each Student:

Listen to recorded lectures on ‘Market Selection and Assessment.’ Unit 1 and 2.

 

Each Student:

Post questions and provide answers in chat.

 

Each Team:

Submit bullet point answers to review questions at the end of each lecture.

 

Team 3 and Team 4:

Submit Power Point decks and papers on assigned topic.

 

Deadlines for all session 5 assignments:  Oct. 18

 
6 Oct. 19

LIVE SESSION

10.00 to 11.30 CET

1. Q & A on ‘Market Selection and Assessment’

2. Presentation of Team 3 / Topic 3

3. Presentation of Team 4 / Topic 4

 

 

Each Student:

Participate in live session.

Each Student:

Submit score and comments for team presentations. Do not rate your own team.

Deadline Oct 19
7 Oct. 20 - Nov. 1

Balancing Local Responsiveness and Global Synergies

The lectures focus on designing the marketing mix in different country markets. Cost considerations tend to push firms towards standardizing their product and service offers, whereas environmental differences often necessitate adaptations.

 

Each Student:

Listen to recorded lectures on ‘Balancing Local Responsiveness and Global Synergies.’ Unit 1 to Unit 5.

 

Each Student:

Post questions and provide answers in chat.

 

Each Team:

Submit bullet point answers to review questions at the end of each lecture.

 

 

Each Team:

Submit work-sheets on pricing and location exercise.

 

Each Team:

Submit your Power Point slides on ‘Market Entry and Expansion Strategy for Latin America.’

 

Deadlines for all session 7 assignments:  Nov 1

 
8 Nov. 2

LIVE SESSION

10.00 to 11.30 CET

1. Q & A on ‘Balancing Local Responsiveness and Global Synergies

2. Three randomly selected teams present proposals for their ‘Market Entry and Expansion Strategy for Latin America.’

 

Each Student:

Participate in live session.
9 Nov. 3 - Nov. 8

Global Marketing Mix Decisions in a Digital Environment

These lectures show how digitalization impacts on competition and changes consumer behavior. 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.

 

Each Student:

Listen to recorded lectures on ‘Global Marketing Mix Decisions in a Digital Environment.’ Unit 1 to Unit 4.

 

Each Student:

Post questions and provide answers in chat.

 

Each Team:

Submit bullet point answers to review questions at the end of each lecture.

 

Each Team:

Play two practice rounds to familiarize yourself with the way the simulation works. Please note that the results (profit, market share, etc.) achieved during these practice rounds will not be taken into account when groups play the simulation competitively (see below).

 

Each Team:

Submit work-sheets on distribution exercise.

 

Team 5 and Team 6:

Submit Power Point decks and papers on assigned topic.

 

Deadlines for all session 9 assignments:  Nov 8
10 Nov. 9

LIVE SESSION

10.00 to 11.30 CET

1. Q & A on ‘Global Marketing Mix Decisions in a Digital Environment’

2. Presentation of Team 5 / Topic 5

3. Presentation of Team 6 / Topic 6

 

Each Student:

Participate in live session.

Each Student:

Submit score and comments for team presentations. Do not rate your own team.

Deadline Nov. 9

 

 
11 Nov. 10 - Nov. 13

Competitive Country Manager Simulation I

Year 1: deadline Nov. 10

Year 2: deadline Nov. 11

Year 3: deadline Nov. 12

Year 4: deadline Nov. 13

 

Each Team:

Start playing the Country Manger simulation competitively.

Please stick to the schedule given on the left. You cannot advance quicker from one year to the next and may receive breaking news, which may influence your strategy.

We will simulate eight trading years. Please note that in the first year, you can only enter two markets and introduce a maximum of four SKUs in each of these markets.

If you wish to build a plant, you can also do this. The location of your (one!) plant does not necessarily have to coincide with the first market(s) in which you sell your products.

Each team will be graded on the cumulative net regional contribution achieved after eight simulated trading years.

 

 
12 Nov. 16 - Nov. 20

Competitive Country Manager Simulation II

Year 5: deadline Nov. 16

Year 6: deadline Nov. 17

Year 7: deadline Nov. 18

Year 8: deadline Nov. 19

 

Each Team:

Continue playing the Country Manger simulation competitively.

Each Team:

Prepare a Power Point presentation on the key insights from the simulation. Please do not use more than 10 slides:  (1) cover slide with names and photos of team members, (2) – (9) description and critical evaluation of your key decisions, (10) one summary slide divided into three parts (a) best decisions, (b) worst decisions, (c) most important general insights gained from the simulation. 

 

Team 7 and Team 8:

Submit Power Point decks and papers on assigned topic.

 

Deadlines for ‘key insights’ and Team 7 and 8 assignments: Nov 20

 
13 Nov. 30

LIVE SESSION

10.00 to 11.30 CET

1. Three teams present their key insights from the simulation; the top performing team, the worst performing team plus one other randomly selected team

2. Presentation of Team 7 / Topic 7

3. Presentation of Team 8 / Topic 8

 

Each Student:

Participate in live session.

Each Student:

Submit score and comments for team presentations. Do not rate your own team.

Deadline Nov. 30

 
14 Dec. 1 - Dec. 6

Opposing Trends and Strategic Tensions in Global Marketing Management

The lectures focus on some future trends and review their implications for marketing management. Whereas trends in the modern age tended to be linear and unidirectional, the trends in our postmodern times are more likely to be paradoxical. Like the Roman god Janus, they have two faces and are seldom simply positive or negative, or universally `good´ or `bad´.

 

 

Each Student:

Listen to recorded lectures on ‘Opposing Trends and Strategic Tensions in Global Marketing Management’ Unit 1 and Unit 2.

 

Each Student:

Post questions and provide answers in chat.

 

Each Team: Submit bullet point answers to review questions at the end of each lecture.

 

Team 9 and Team 10: Submit Power Point decks and papers on assigned topic.

 

Deadlines for all session 14 assignments:  Dec 6
15 Dec. 7

LIVE SESSION

10.00 to 11.30 CET

1. Q & A on ‘Opposing Trends and Strategic Tensions in Global Marketing Management’

2. Presentation of Team 9 / Topic 9

3. Presentation of Team 10 / Topic 10

 

Each Student: Participate in live session.

Each Student: Submit score and comments for team presentations. Do not rate your own team.

Deadline Dec. 7
Last edited: 2020-07-16



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