1012 Global Markets - Industry Evolution and Firm Strategy
Ing. Karl Brindlmayer, M.Sc.M.A.
Contact details
  • Type
  • Weekly hours
  • Language of instruction
09/15/20 to 09/30/20
Registration via LPIS
Notes to the course
Subject(s) Bachelor Programs
Day Date Time Room
Friday 10/23/20 03:00 PM - 05:30 PM Online-Einheit
Friday 11/06/20 01:00 PM - 05:30 PM Online-Einheit
Friday 11/13/20 01:00 PM - 05:30 PM Online-Einheit
Friday 11/20/20 01:00 PM - 05:30 PM Online-Einheit
Friday 11/27/20 03:00 PM - 05:30 PM Online-Einheit
Friday 12/04/20 01:00 PM - 05:30 PM Online-Einheit

Procedure for the course when limited activity on campus

The course is a distance learning course and requires no physical presence or plan B.


The course is concerned with global markets, i.e., we look at global industry contexts, industry evolution, regional differences, etc. and their implications for firm strategy. The increase in global competition and the corresponding erosion of national boundaries has spurred an unprecedented surge in foreign direct investment, mergers & acquisitions, and cross-border alliances allowing firms to internationalize rapidly and gain access to global pools of capital, new markets, and resources. The course concept is aimed at discussing and experiencing the tools and theories in a profound and applied way. Therefore, we will focus on two particular industries (global beer and wine) to make you experts in these industries and to allow an in-depth understanding. At the end of the course, we will broaden our perspective and transfer our analytical tools and learnings to other fast moving consumer goods (FMCG) industries.

Learning outcomes

Students gain knowledge as well as awareness in global markets in connection with the stress field of firm strategy & industry evolution. First-hand management experience is covered with academic background. Students improve their know-how on analyzing the firm's resources & capabilities as well as an industry & its evolution. Furthermore, their understanding of differences between industries and regions will improve, not least through working on real-life management case studies.

The aims of this course in terms of key skills are:

  • The ability to understand global markets and conduct a strategic analysis in specific industry contexts.
  • The ability to analyze cases which approximates closely to the rapid analysis of global business situations.
  • The ability to research material related to companies and a specific business context, both as individuals and group members.
  • The ability to transfer learnings from one context to others.

Attendance requirements

It is important that you are well prepared for the online sessions.

Teaching/learning method(s)

The online course is taught using a combination of teaching input, individual preparation and student group work. Students are required to prepare before the online sessions. Readings provide the knowledge base for the course. Students are expected to read them and the cases specified in the course outline for the respective sessions as these form the basis for the course.

The design of this course is applied, i.e., students are expected to use and apply the tools and frameworks discussed to the cases. The cases display real-life industry environments and firm strategy in global beer and wine and allow students to get a first-hand understanding of what it means to operate in global markets.


The assessment of students participating in this course will be based on the following:

  • Individual preparation: 30 % of the grade. Given the format of this course, preparation is required. This includes evidence of thorough preparation of course materials, particularly case studies and readings. Participation will be evaluated based on individual assignments on learn@wu.
  • Case study (group assignment): 20 % of the grade. Allocation to groups will be done during the first lecture. Each group will have to prepare an analysis of one of the teaching cases guided by pre-assigned case questions.
  • Final project (group assignment): 40 % of the grade. You will finally work on your own project, i.e., you will have to evaluate the strategy of an international FMCG company of your choice (outside the wine and beer industry) in light of the firm’s capabilities and the industry environment. The company of your choice has to be approved by the instructor.
  • Peer rating: 10 % of the grade. Each group member’s participation in team work will be assessed by your peer group members.

Prerequisites for participation and waiting lists

WU students (SBWL: International Business): Completed IB Foundations (Class I – Basics) and Applications (Class II)

Availability of lecturer(s)

Last edited: 2020-10-20