0609 Global Marketing Management A
Dr. Micha¿ Lema¿ski, Univ.Prof. Dr. Marius Lüdicke
Contact details
Contact E-mail:
Weekly hours
Language of instruction
09/21/23 to 09/27/23
Registration via LPIS
Notes to the course
Subject(s) Master Programs
Day Date Time Room
Tuesday 10/03/23 02:00 PM - 05:00 PM TC.4.01
Tuesday 10/10/23 02:00 PM - 05:00 PM TC.4.01
Wednesday 10/11/23 08:30 AM - 01:30 PM D3.0.225
Tuesday 10/17/23 02:00 PM - 05:00 PM TC.4.01
Tuesday 10/24/23 02:00 PM - 05:00 PM TC.4.01
Tuesday 11/07/23 02:00 PM - 05:00 PM TC.4.01
Wednesday 11/08/23 08:30 AM - 01:30 PM D5.1.001
Tuesday 11/14/23 02:00 PM - 05:00 PM TC.4.01
Monday 11/27/23 05:00 PM - 07:30 PM TC.3.05
Tuesday 11/28/23 02:00 PM - 05:00 PM TC.3.01
Wednesday 11/29/23 08:30 AM - 01:30 PM TC.5.03
Saturday 12/02/23 09:00 AM - 05:00 PM TC.1.01 OeNB

The course provides an overview of the most important strategic decisions to be taken in a global marketing context. 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 between marketing and other functional areas. And strategic, in that marketing strategy cannot be developed without an appreciation of business strategy and competitive advantage.

The course will provide with an in-depth understanding of contemporary global marketing opportunities, risks, and challenges. It will explore international growth opportunities, market assessment methods, the role of culture in marketing-mix decisions, brand strategy and positioning, as well as global digital marketing. A particular focus will be set on marketing in Asia with three lectures dedicated specifically to marketing in this region. Special attention will also be paid to matters of sustainability, emerging technologies, as well as equality, diversity, and inclusion.

A unique element of this course is the opportunity to work intensively on a practical global marketing challenge related to sustainability. Students will act as consultants who critically evaluate the business model of a social enterprise that participates in the “Economy of Communion” network (see: Through their applied work, students will advance their knowledge and skills of conducing and analyzing interviews, identifying relevant qualitative and numerical data, analyzing complex business problems, and using advanced analytical frameworks. During the course, students will craft a report with specific recommendations for their companies and present it at the end of the course.

Learning outcomes

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 analyzing global marketing strategies.
  • Key analytical tools and frameworks helpful to managers working in global marketing management.


More specifically the student will have knowledge and understanding of:

  • 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 the 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.



Attendance requirements

Attendance in the first session is mandatory. Students that do not attend the first session will be de-registered from the course.

To obtain a grade for the course, students must attend at least 80% of the sessions. An absence of 4 hours (1 session) is permitted but will impact the participation score. Students must be present for the multiple-choice test unless extenuating circumstances apply.

Teaching/learning method(s)

The course involves a combination of interactive lectures, case discussions, interactions with guest lectures from industry as well as an extensive applied marketing project. Preparation, attendance, and participation in class discussions are critical to the success of the course.

The practical project involves students, in their study groups, conducting consulting work for a social enterprise. Groups will be given instructions and supporting material, as well as an established contact to their corporate partner. The project requires extensive independent work, as students will need to conduct background research on their partner firms, including the industries they compete in and the markets they serve.


Assessment components and their weights:

1. Group Presentation of the Consulting Project: up to 30 points
2. Group Case Analyis Slide Decks: up to 30 points
3. Results from Individual Multiple-Choice Test: up to 20 points
4. Peer Evaluation: up to 10 points
5. Individual Class Participation: up to 10 points


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Availability of lecturer(s)

Availability of Instructors

  • Meetings are possible after each class.
  • For appointments, please contact Ms. Taylor at
  • For administrative matters, please contact our teaching assistant via

Course Materials


1. Course Text:

Schlegelmilch, Bodo B. (2022). Global Marketing Strategy - An Executive Digest (Second Edition), Springer International Publishing, Switzerland. The book is available in hardcover and as eBook. The latter is free of charge within the WU Internet domain: Global Marketing Strategy | SpringerLink


2. Case Studies:

To participate in the course and to avoid copyright infringement, all students must individually purchase the case studies. The link to the course pack (from the Case Center) is available on Canvas.


3. Lecture Slides and further Materials:

Lecture slides and further materials will be made available via WU’s Canvas learning platform.

Unit details
Unit Date Contents
1 03.10.23


Marketing in a Global Economy

In this introductory session, we first provide an overview of the module, including its main goals, sessions, and assessment modes. We also briefly discuss how to analyze case studies. Then we define core concepts such as global, marketing, strategy, management, and brands. The remainder of the session is dedicated to understanding the global economy, that is, the playing field of global marketers. We will take a close look at key globalization concepts and international market dynamics and discuss what they entail for global marketers.


  • None


  • Schlegelmilch, Bodo B. (2022). Global Marketing Strategy – An Executive Digest – Chapter 1 & 2.
  • A Note on Case Analysis” (on Canvas)
2 10.10.23


Entering Foreign Markets

We will discuss how to assess the attractiveness of different geographic markets and to choose the best available market entry option for each country. During the second part of the lecture, we will deepen our understanding of this topic by discussing our first case.


  • Address the following question in your case analysis: “How can Zotter increase their sales in the Chinese market?”
  • Submit your slide deck until 7pm on the day before the lecture.
  • Submit your peer evaluation for the presenting groups until 7pm at the day of the lecture.


  • Schlegelmilch, B.B. (2022). Global Marketing Strategy – An Executive Digest – Chapter 3 & 5.
  • Case Study 1: “Zotter: Creating a Market in China”
3 11.10.23


In this session we will introduce the "Marketing impact student consulting project", including the participating firms from different geographies and industries and the analytical framework which you will use to scrutinize the firm’s business model and provide recommendations for the firm. Students will learn about the job of a business strategy consultant and start applying the consultant's toolbox.


  • None


  • Frémeaux, S., & Michelson, G. (2017). The common good of the firm and humanistic management: Conscious capitalism and economy of communion. Journal of Business Ethics, 145, 701-709.
  • Golin, E., & Parolin, G. (2006). RainbowScore®: A Strategic Approach for Multi-dimensional Value. In: Jonker, J. & Witte, M. (Eds): Management models for corporate social responsibility, 28-36. Springer.
  • Guidelines for running an Economy of Communion business (download from Canvas).
4 17.10.23


Managing a Global Marketing Mix

We discuss how the international marketing-mix is shaped by environmental variables, especially culture. Cost considerations tend to push firms towards standardizing their product and service offers, but cultural and environmental conditions often require local adaption of the marketing-mix. Marketers need to strike the right balance between standardization and adaptation. In the second part of the lecture, we discuss practical aspects of global vs. local marketing with our guest lecturer.


  • None


  • Schlegelmilch, B.B. (2022). Global Marketing Strategy – An Executive Digest – Chapter 4 & 6
  • Please familiarize yourself with our guest lecturer and their company.
5 24.10.23


Managing Global Brands

We focus on positioning and managing brands in global markets. Aligning brand perceptions across national boundaries and successfully positioning a brand versus international and local competitors are key challenges for marketing managers. During the second part of the session, we take this discussion to the case study.


  • Address the following question in your case analysis: How should La Roche-Posay leverage, or adjust, its trusted medical expert, problem-solver brand image to better reach and engage health-conscious consumers around the globe? How can they leverage digital and social media to achieve this goal?
  • Submit your slide deck until 7pm on the day before the lecture.
  • Submit your peer evaluation for the presenting groups until 7pm at the day of the lecture.   


  • Schlegelmilch, B.B. (2022). Global Marketing Strategy – An Executive Digest – Chapter 6 & 7
  • Case Study 2: “La Roche-Posay: Growing L’Oréal’s Active Cosmetic Brand”
6 07.11.23


Running Global Digital Campaigns

The reach and cultural influence of digital media have expanded dramatically during the past decade, and there is no end of its growth in sight. Consumers around the world are using media in different ways and for different purposes, redefining the ways they collect information and buy products and services. 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. During the second part of the session, we discuss practical aspects of global digital marketing with our guest lecturer.


  • None


  • Schlegelmilch, B.B. (2022). Global Marketing Strategy – An Executive Digest – Chapter 10 & 11
7 08.11.23


Part 1: Special topics in global marketing management: Marketing strategies for Asia

Asia is home to the largest number of consumers, and national markets, especially those in South-East Asia, have seen a systematic and substantial growth of the middle class, as well as the most affluent consumers. As such, the region is most attractive to businesses. At the same time, cultural differences, political tensions, and fast and uneven pace of development, make Asia one of the most difficult regions to operate in, for both local and international firms. In this session we will put under scrutiny both opportunities and challenges of marketing in Asia, using examples of both successful strategies and failures, and shed more light on the contemporary consumer in South-East Asia. The session will include a panel discussion with business experts.    

Part 2: Interim progress check on the consulting project.


  • At the beginning of the session, each group will submit the preliminary version of their report presentation slides via Canvas.
  • Within 24 hrs. after the session ends, each group will meet to discuss the feedback they received and submit an action plan for further work on this project.


To prepare for the 1st part of the session concerned with marketing in Asia:

  • Doctoroff, T. (2015). Billions: Selling to the new Chinese consumer. St. Martin's Press., Chapter 1: Big dreams, small potatoes. The motivations of China's new middle class, pp- 13-39. Available on Google Books.
  • Kuah, A. T., & Wang, P. (2020). Circular economy and consumer acceptance: An exploratory study in East and Southeast Asia. Journal of Cleaner Production, 247, 119097.
  • Li, K., Kim, D. J., Lang, K. R., Kauffman, R. J., & Naldi, M. (2020). How should we understand the digital economy in Asia? Critical assessment and research agenda. Electronic commerce research and applications, 44, 101004.
  • Loong, L. H. (2020). The Endangered Asian Century. Foreign Affairs, 99, 52.
  • Mahbubani, K. (2008). The case against the West: America and Europe in the Asian century. Foreign Affairs, 111-124.For the 2nd part of this session, dedicated to discussing progress on the final report, there is no assigned reading for everyone. Instead, each group is required to read industry and market reports relevant for the industry and region where the firm they consult operates.
8 14.11.23


The Road Ahead for Global Marketing

We will identify which trends are likely to shape global marketing during the next 10 years. During the second part of the session, we will focus on the case study to discuss the challenges of commercial brands that have “purpose” in the DNA and want to expand globally to maximize their impact.


  • Address the following question in your case analysis: How should GMG go about entering the Austrian market?
  • Submit your slide deck until 7pm on the day before the lecture.
  • Submit your peer evaluation of the presenting groups until 7pm at the day of the lecture.


  • Schlegelmilch, B.B. (2016). Global Marketing Strategy – An Executive Digest – Chapter 13 & 14.
  • Case Study 3:Green Mondays: Flexitarianism, Innovation, and Endorsement”
9 27.11.23

17:00 – 18:30 FINAL TEST (LÜDICKE)

Please make sure you come to take the test in the right classroom: Stream “A” in TC 3.05 and Stream “B” in TC 3.03.


Revise all prior readings from the textbook to prepare for the final test

10 28.11.23



  • At the beginning of the session, each group will submit the “final draft” of their report presentation slides via Canvas.
  • Feedback from this session should be implemented in the final report, to be presented on Dec. 2nd.


  • None
11 29.11.23


Special topics in global marketing management: Human rights in global supply chains.

Sustainability has become a buzz word in today’s business. In response to pressures for a more responsible business conduct, many companies made sustainability the core part of their marketing strategies. Yet along satisfaction with apparent progress businesses made, there is growing frustration about how little was achieved on the way towards sustainable development (e.g. Sustainable Development Goals set for year 2030), and more specifically how little has changed in the lives of workers in global supply chains, especially those located in developing economies. In this session, we address these issues, putting under scrutiny main frameworks and models put forward for sustainability, along with current developments, with a focus on new laws introduced in the European Union to transform businesses based on the principles of human rights.


  • Group presentation in class


  • Elkington, J. (2018). 25 years ago I coined the phrase “triple bottom line.” Here’s why it’s time to rethink it. Harvard Business Review, 25, 2-5.
  • European Commission (2022). Proposal for a Directive of the European Parliament and of the Council on Corporate Sustainability Due Diligence and amending Directive (EU) 2019/1937, COM/2022/71 final, Available at:
  • United Nations (1948). The Universal Declaration of Human Rights, Available at:
12 02.12.23


Special topics in global marketing management

In this final session, students will present results of the international consulting project and receive feedback from lecturers, peers, and corporate partners. We will conclude the course with a discussion of students’ achievements and their future career prospects, followed by an informal social gathering.


  • Upload a) final report and b) the interview transcripts to Canvas until 5:00pm on the day before the class.
  • Submit your peer evaluation of the presenting groups until 7pm at the day of the lecture.
  • Submit your overall peer evaluation for the members of your own study group until 7pm at the day of the lecture.


  • Gallo, C. (2020). What it takes to give a great presentation. Harvard Business Review, 1150.

Further resources on how consultants prepare effective presentations can be found, among others, in this collection of documents from renewed business consultancies:

Last edited: 2023-10-03