Syllabus

Title
0891 Global Marketing Strategy B
Instructors
em.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
09/29/20 to 10/04/20
Registration via LPIS
Notes to the course
This class is only offered in winter semesters.
Subject(s) Master Programs
Dates
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
Procedure for the course when limited activity on campus

This course will be held as an online course.

Contents

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.

Learning outcomes

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.

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.  

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. 

 

 

Assessment

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%

Readings
1 Author: Bodo B. Schlegelmilch
Title:

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/


Publisher: Springer International Publishing; Switzerland, 2016
Edition: 1st
Remarks: Essential reading for all students
Year: 2016
Type: Book
Prerequisites for participation and waiting lists

N/A

Availability of lecturer(s)

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/

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

Other

Instructors Bibliographies

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/

 

Unit details
Unit Date Contents
1 Prior to Oct. 14

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. 14

 

 

2 Oct. 15

LIVE SESSION

14.00 – 15.30 CET

1. Course introduction

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

 

 

Each Student:

Participate in live session.

 

 

3 Oct. 16 - Oct. 21

 

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.

 

Team 1 and Team 2:

Submit Power Point decks and papers on assigned topics.

 

Deadlines for all session 3 assignments:  Oct. 21

 

 

 

4 Oct. 22

LIVE SESSION

14.00 – 15.30 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. 22

 

5 Oct. 23 - Oct. 28

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.

 

Team 3 and Team 4:

Submit Power Point decks and papers on assigned topic.

 

Deadlines for all session 5 assignments:  Oct. 28

 

6 Oct. 29

LIVE SESSION

14.00 – 15.30 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. 29

7 Oct. 30 - Nov. 4

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.

 

Team 5 and Team 6:

Submit Power Point decks and papers on assigned topic.

 

Deadlines for all session 7 assignments:  Nov. 4

 

 

8 Nov. 5

LIVE SESSION

14.00 – 15.30 CET

 

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

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. 5

9 Nov. 6 - Nov. 11

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.

 

Team 7 and Team 8:

Submit Power Point decks and papers on assigned topic.

 

Deadlines for all session 9 assignments:  Nov. 11

10 Nov. 12

LIVE SESSION

14.00 – 15.30 CET

 

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

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. 12

 

11 Nov. 13 - Nov. 18

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.

 

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

Deadlines for all session 11 assignments:  Nov. 18

 

 

12 Nov. 19

LIVE SESSION

14.00 – 15.30 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 Nov. 19

 

13 Nov. 20 - Nov. 25

 

 

 

 

Revise for Multiple Choice Test

 

 

 

 

 

All

 

 

14 Nov. 26

18.00 to 18.45 CET

 

 

Online Multiple Choice Test

 

 

 

All

Last edited: 2020-07-19



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