Please seee the Distance Learning Syllabus.
|Mittwoch||07.10.2020||10:00 - 11:30||Online-Einheit|
|Mittwoch||14.10.2020||10:00 - 11:30||Online-Einheit|
|Mittwoch||21.10.2020||10:00 - 11:30||Online-Einheit|
|Mittwoch||28.10.2020||10:00 - 11:30||Online-Einheit|
|Mittwoch||04.11.2020||10:00 - 11:30||Online-Einheit|
|Mittwoch||11.11.2020||10:00 - 11:30||Online-Einheit|
|Mittwoch||18.11.2020||10:00 - 11:30||Online-Einheit|
|Mittwoch||02.12.2020||10:00 - 11:30||Online-Einheit|
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.
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.
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.
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
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.
During the course, I will be available for additional consultations via WhatApp.
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).
|5||Oct. 15 - Oct. 20||
|7||Oct. 22 - Oct.. 27||
|9||Oct. 29 - Nov. 3||
|11||Nov. 5 - Nov. 10||
|12||Nov. 11 - Nov. 16||
|14||Nov. 19 - Dec. 1||