Syllabus
Registration via LPIS
Day | Date | Time | Room |
---|---|---|---|
Wednesday | 10/04/23 | 02:00 PM - 05:00 PM | TC.5.15 |
Wednesday | 10/11/23 | 02:00 PM - 05:00 PM | TC.5.15 |
Thursday | 10/12/23 | 08:30 AM - 01:30 PM | D5.1.001 |
Wednesday | 10/18/23 | 02:00 PM - 05:00 PM | TC.5.15 |
Wednesday | 10/25/23 | 02:00 PM - 05:00 PM | TC.5.15 |
Wednesday | 11/08/23 | 02:00 PM - 05:00 PM | TC.5.15 |
Thursday | 11/09/23 | 08:30 AM - 01:30 PM | TC.3.03 |
Wednesday | 11/15/23 | 02:00 PM - 05:00 PM | TC.5.15 |
Monday | 11/27/23 | 05:00 PM - 07:30 PM | TC.3.03 |
Wednesday | 11/29/23 | 02:00 PM - 06:30 PM | TC.5.03 |
Thursday | 11/30/23 | 08:30 AM - 01:30 PM | TC.3.05 |
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: https://eocnoam.org/). 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.
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 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.
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.
1 Group Presentation of the Consulting Project | up to 30 points |
2 Group Case Analysis 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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Meetings are possible after each class .
For appointments, please contact Ms Taylor (imm@wu.ac.at).
For administrative matters , please contact our teaching assistants (to be nominated).
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 on this platfom.
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