Syllabus
Registration via LPIS
Day | Date | Time | Room |
---|---|---|---|
Thursday | 10/15/20 | 02:00 PM - 05:30 PM | Online-Einheit |
Thursday | 10/22/20 | 02:00 PM - 05:00 PM | Online-Einheit |
Thursday | 10/29/20 | 02:00 PM - 05:00 PM | Online-Einheit |
Thursday | 11/05/20 | 02:00 PM - 05:30 PM | Online-Einheit |
Thursday | 11/12/20 | 02:00 PM - 05:00 PM | Online-Einheit |
Thursday | 11/19/20 | 02:00 PM - 05:30 PM | Online-Einheit |
Thursday | 11/26/20 | 06:00 PM - 07:00 PM | Online-Einheit |
On this page:
This course will be held as an online course.
Many marketing decisions involve cross border transactions and demand an understanding of unfamiliar business environments. This course takes a strategic perspective and traces different choices involved in drafting global strategies. We start with a brief discussion on the purpose of an organization and continue with an examination of market assessment and market entry options. We then look at the tensions between global synergies and local responsiveness. Next, we take a more detailed look at how companies can achieve competitive advantages in overseas markets. In this context, we also discuss the impact of digitalization on competitive strategy. A brief look at corporate capabilities and recourses needed to deliver the selected strategies, and approaches to supporting and measuring strategic choices follow. The course closes with a look into the future of global marketing strategies.
The course consists of pre-recorded lectures, live online discussions, live group presentations, group workshops and asynchronous Q&As. The large majority of the course will be delivered on the MS Teams platform, although live discussions may also use Zoom if preferred by students.
By the end of the course students will have understood:
· The process of developing global marketing strategies.
· Frameworks for assessing global markets.
· Global market entry alternatives.
· The key options companies can pursue in order to achieve a competitive advantage.
· The resources and capabilities necessary to deliver global strategies.
Tools used to track and support corporate strategies choices.
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.
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.
1. Group paper and presentation of one assigned topic (topics please see below).
· Paper 20% · Presentation and Power Point Slides 20% o Thereof 10% score of instructor and 10% score of class.
| Weight: 40% |
2. Individual contributions to class discussions during synchronous sessions and in online chat (questions posted and questions answered).
| Weight: 10% |
3. Peer Evaluation – Contribution to Group Assignments
| Weight: 10% |
4. Score obtained in multiple choice exam
| Weight: 40% |
1 |
Author: Bodo B. Schlegelmilch
Publisher: Springer International Publishing; Switzerland, 2016 Edition: 1st Remarks: Essential reading for all students Year: 2016 Type: Book |
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).
Further details:
https://www.wu.ac.at/en/imm/about-imm/faculty/bbs-lowercased/
o.Univ.-Prof. Bodo B. Schlegelmilch, Ph.D., D.Litt., Ph.D. (hon.)
https://www.wu.ac.at/en/imm/about-imm/faculty/bbs-lowercased/
Back