LECTURE:

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.

                   Schlegelmilch, Bodo B.: “A Note on Case Analysis”

LECTURE & CASE DISCUSSION:

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 case analysis (or slide deck if you are presenting) 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”12.10.2023

LECTURE & GUEST LECTURE:

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:

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 case analysis (or slide deck if you are presenting) 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:

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 + CASE STUDY:

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 case analysis (or slide deck if you are presenting) until 7pm on the day before the lecture.
• Submit your peer evaluation of the presenting groups until 7pm at the day of the lecture.
• Submit your peer evaluation for the members of your own study group 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”

FINAL QUIZ:

The final quiz takes place in form of a multiple-choice test. The questions will be based on the textbook as well as topics discussed in class. This session will be for both tracks.