LECTURE (LÜDICKE, LEMANSKI)

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.

DELIVERABLES:

• None

READINGS:

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

LECTURE & CASE DISCUSSION (LÜDICKE):

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.

DELIVERABLES:

• 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.

REQUIRED READING:

• Schlegelmilch, B.B. (2022). Global Marketing Strategy – An Executive Digest – Chapter 3 & 5.

Case Study 1: “Zotter: Creating a Market in China”

INTRODUCTION TO THE GLOBAL MARKETING CONSULTING PROJECT (LEMANSKI, RESSL)

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.

DELIVERABLES:

• None

REQUIRED READING:

• 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).

LECTURE & GUEST LECTURE (LÜDICKE)

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.

DELIVERABLES:

• None

REQUIRED READING:

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

LECTURE & CASE DISCUSSION (LÜDICKE):

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.

DELIVERABLES:

• 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.   

REQUIRED READING:

• 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”

LECTURE & GUEST LECTURE (LÜDICKE)

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.

DELIVERABLES:

• None

REQUIRED READING:

• Schlegelmilch, B.B. (2022). Global Marketing Strategy – An Executive Digest – Chapter 10 & 11
• Please familiarize yourself with our guest lecturer and their company

LECTURE, WORKSHOP & PROJECT UPDATE (LEMANSKI)

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.

DELIVERABLES:

• 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.

REQUIRED READING:

To prepare for the 1^st 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 2^nd 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.

LECTURE + CASE STUDY (LÜDICKE):

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.

DELIVERABLES:

• 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.

REQUIRED READING:

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

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.

REQUIRED READING:

FINAL CHECK AND COACHING ON THE CONSULTING PROJECT (LEMANSKI)

DELIVERABLES:

• 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.

REQUIRED READING:

None

LECTURE & WORKSHOP (LEMANSKI)

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.

DELIVERABLES:

• Group presentation in class

REQUIRED READING:

• 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: https://commission.europa.eu/publications/proposal-directive-corporate-sustainability-due-diligence-and-annex_en
• United Nations (1948). The Universal Declaration of Human Rights, Available at: https://www.un.org/en/about-us/universal-declaration-of-human-rights

FINAL PRESENTATIONS (LEMANSKI, LÜDICKE, RESSL)

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.

DELIVERABLES:

• 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.

REQUIRED READING:

• 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: https://www.theanalystacademy.com/consulting-presentations/