Syllabus

Title
0715 Global Marketing Strategy A
Instructors
em.o.Univ.Prof. Bodo B. Schlegelmilch, Ph.D., D.Litt., Ph.D. (hon), Selma Saracevic, MSc.
Contact details
imm@wu.ac.at
Type
PI
Weekly hours
2
Language of instruction
Englisch
Registration
09/01/22 to 09/29/22
Registration via LPIS
Notes to the course
This class is only offered in winter semesters.
Subject(s) Master Programs
Global Marketing Strategy
Dates
Day Date Time Room
Thursday 10/13/22 09:00 AM - 12:30 PM TC.5.05
Thursday 10/20/22 09:00 AM - 12:30 PM TC.5.05
Thursday 10/27/22 09:00 AM - 12:30 PM TC.5.05
Thursday 11/03/22 09:00 AM - 12:30 PM TC.5.05
Thursday 11/10/22 09:00 AM - 12:30 PM TC.5.05
Thursday 11/17/22 09:00 AM - 12:30 PM TC.5.05
Thursday 11/24/22 06:00 PM - 07:30 PM Online-Einheit

On this page:

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Contents

The course provides an overview of the most important strategic decisions to be taken in a globalized economy

PLEASE SEE FILE STORAGE FOR DETAILED SYLLABUS

 

 

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Learning outcomes

The course aims to develop strategic thinking in a global marketing context and will provide an opportunity to sharpen your communication skills through the discussion of case studies and the presentation of selected topics. You will learn key concepts and tools used in developing global marketing strategies and in solving global marketing problems.

 

 

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Attendance requirements

Please note that the first session is mandatory. If you do not attend the first session, you will be de-registered from the course. In order to obtain a grade for the course, students must attend at least 80% of the course. An absence of 4 hours (1 session) is permitted, but may impact your participation score.

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Teaching/learning method(s)

The course utilizes a combination of interactive lectures, case discussions and group presentations. The majority of meetings are held in a seminar format. Consequently, attendance and participation in class discussions is critical to the success of the course and will determine your grade. Please ensure that you complete all reading assignments prior to the session for which they are assigned. This is particularly important for the assigned case studies.

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Assessment

· 30% Case analysis and presentation

o [Power Point Deck: 10 – 15 slides; about ½ hour presentation]

· 30% Final quiz (final session)

· 20% Class participation

· 20% Peer rating: 10% performance in study group and 10% case presentation

o At the end of the course, you will be asked to rate the contribution of the team members in your study group. Please download the “Peer rating” form from “Learn@WU.” This peer rating will be anonymous and count for 10%

o The class will rate your case presentation and complete a feedback form. This feedback is not anonymous and counts for 10% of your grade

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Prerequisites for participation and waiting lists

N/A

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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: https://link.springer.com/book/10.1007/978-3-030-90665-8

Publisher: Springer International Publishing; Switzerland, 2016
Edition: 1st
Remarks: Essential reading for all students
Year: 2022
Type: Book
2 Author: Schlegelmilch B. B. & Saracevic S.
Title:

Reader: Global Marketing Strategy

Publisher: IMM Institute
Remarks: Includes notes on case analyses, case texts and copies of Power Point slides discussed in class. You will receive an email beforehand informing you when the script is available for purchase.
Year: 2021
Content relevant for class examination: Yes
Recommendation: Essential reading for all students
Type: Script
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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

 

 

 

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

 

Bodo B. Schlegelmilch

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

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

Selma Saracevic

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

 

 

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Unit details
Unit Date Contents
1

Lecture / Discussion – Marketing as a Corporate Value Driver – Case Example: Egger GmbH
2

Assessing and Entering International Markets – Case Study: Behavio Labs: Scaling Survey Software into a Global Product
3

Balancing Global Synergies and Local Responsiveness – Case Study: What IKEA Do We Want?
4

Competitive Positioning in Global Markets – Case Study: Dove and Real Beauty: Building a Brand with Purpose
5

Digital Marketing Strategy: Barriers to Globalization – Case Study: Recruit Japan
6

VUCA and the Future of Global Marketing – Case Study: The International Monetization of Promobot: Russian Robots on the March?
7

Final Quiz
Last edited: 2022-10-11



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