Syllabus

Title
0030 Foundations in GMM
Instructors
Selma Saracevic, MSc., 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
09/16/21 to 09/19/21
Registration via LPIS
Notes to the course
Subject(s) Bachelor Programs
Dates
Day Date Time Room
Tuesday 10/05/21 10:30 AM - 02:30 PM Online-Einheit
Friday 10/08/21 10:00 AM - 02:00 PM Online-Einheit
Tuesday 10/12/21 10:30 AM - 02:30 PM Online-Einheit
Friday 10/15/21 10:30 AM - 02:30 PM Online-Einheit
Tuesday 10/19/21 10:30 AM - 02:30 PM Online-Einheit
Friday 10/22/21 10:30 AM - 12:00 PM Online-Einheit

Contents

This course will address the following questions: 

·    Why does global marketing differ from domestic marketing?

·     How can companies assess and identify suitable target markets? 

·    What are the major market entry alternatives?

·    Which factors influence segmentation, targeting and positioning in overseas markets? 

·    Why is there a tension between standardization and adaptation in marketing?

How does the marketing mix change in a global context?

The course "Foundations in International Marketing Management" is closely linked to the course "Applications in IMM". While the "Foundations" course will provide the students with a fundamental understanding of key challenges and concepts in global marketing, these concepts will be contextualized in the "Applications" course, using a computer-based international marketing simulation.

PLEASE SEE FILE STORAGE FOR DETAILED SYLLABUS

 

Learning outcomes

 

By the end of the course, students will acquire:

· The ability to analyze and structure global marketing challenges.

· The ability to apply key concepts in global marketing to specific company/market situations.

· The ability to gather and filter information efficiently and effectively in the context of global marketing.

· The ability to learn to work in teams.

· The ability to develop critical thinking.

· The ability to defend developed arguments.

 

 

Attendance requirements

Please note that the attendance of the live sessions is mandatory. If you do not attend the first session, you will be deregistered from the course. An absence of 1 live session is permitted, but may impact your participation score. Please send an email to ‘selma.saracevic@wu.ac.at’ 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

2. Course Script:

Please purchase the course script, including case texts, slides and background readings during office hours from Ms. Pam Taylor at the IMM office.  You will receive an email beforehand informing you when it is available for purchase.

 

Assessment

1. Participation during live sessions and in chat

10%

2. Peer evaluation

10%

2. Four case analyses (10 percent each)

40%

3. Quiz

40%

Prerequisites for participation and waiting lists

N/A

Readings

1 Author: Schlegelmilch, B.B.
Title:

Global Marketing Strategy - An Executive Digest

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


Publisher: Springer International Publishing, Switzerland
Edition: 1st
Year: 2016
Content relevant for class examination: Yes
Recommendation: Essential reading for all students
Type: Book
2 Author: Schlegelmilch, B.B.
Title:

 

Please purchase the course script, including case texts, slides and background  readings during office hours from Ms. Pam Taylor at the IMM office. You will be notified beforehand when the course script is available for purchase.


Publisher: IMM
Edition: 1st
Remarks: Available at the Institute for International Marketing Management (IMM)
Year: 2020
Content relevant for class examination: Yes
Recommendation: Essential reading for all students
Type: Script

Availability of lecturer(s)

Before/after class and by appointment (IMM secretariat – Ms. Taylor)

For administrative matters please contact:

Ms. Selma Saracevic

selma.saracevic@wu.ac.at

 

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

Short CV

Google Scholar

Selma Saracevic is a Teaching and Research Associate at the Institute for International Marketing Management.

Short CV

 

 

Other

The complete syllabus in pdf form is to be found in "File Storage".

 

The IMM Welcome Event will be held on 

More detailed information about the IMM Welcome Event will be published online.

 

Unit details

Unit Date Contents
1 Oct. 05

Introduction

2 Oct. 08

Expanding into International Markets

3 Oct. 12

Tailoring the Marketing Mix to International Markets

4 Oct. 15

Digitalization in Global Marketing

5 Oct. 19

The Future of Global Marketing

6 Oct. 21

Final Quiz

Last edited: 2021-09-14



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