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.

In terms of didactics, we use a mix of lectures, case discussions, group workshops and debates. A competitive business simulation also constitutes an important part of the course. Given this interactive approach and the fact that class participation will be part of your grade, attendance is mandatory.

PLEASE SEE FILE STORAGE FOR DETAILED SYLLABUS

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

· Techniques and tools for strategic market analysis.

· Global market entry and expansion strategies, including segmentation, targeting and positioning.

· Global marketing mix decisions.

·  Organizational issues impinging on global marketing decisions.

· The ability to appreciate 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.

· The ability to analyze cases that approximate global business situations.

Please note that the first session is mandatory. If you do not attend the first session, you will be de-registered from the course. An absence of one session is permitted, but may impact your participation score. However, you cannot be absent during the Multiple Choice Test, as this counts for 20% of your assessment. 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:

Containing case studies and selected copies of Power Point slides. The Program Script will be available during office hours at the Institute for International Marketing  Management, Building D2, Entrance A, 2^nd Floor. You will receive an email beforehand informing you when it is available for purchase.

3. Country Manager Latin America Simulation:

 The software 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, 2021. The Country Manager Simulation will be free of charge to you.

N/A

See CEMS Admission Criteria

Before/after class and by appointment via the IMM secretariat. – I will also be available via WhatsApp.  

Instructor

Prof. Bodo B. Schlegelmilch,

Ph.D., D.Litt., Ph.D. (hon)

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

Further details:

https://www.wu.ac.at/en/imm/about-imm/faculty/bbs-lowercased/

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

Please check "File Storage" for the full pdf version of the syllabus.