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.

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.

LECTURE & DEEP DIVE DEBATE:

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 extend this discussion to this week’s case study.

DELIVERABLES:

• All deep dive tasks are listed in the lecture slides of week 1.
• Groups 1 and 2:
  • Submit your deep dive slide decks until 7pm on the day before the lecture. 
• Groups 3, 4, 5, and 6:
  • Submit your brand analysis slide decks until 7pm on the day before the lecture
  • Submit your peer evaluations for the presenting groups until 7pm on the day of the lecture. 

REQUIRED READING:

• Schlegelmilch, B.B. (2022). Global Marketing Strategy – An Executive Digest – Chapter 7 & 8
• Work through the slide deck of Week 1 to shine in our “recap” session at the beginning of the lecture

LECTURE & GUEST LECTURE:

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:

• Familiarize yourself with our guest lecturer and their company. Prepare two questions to ask them (you might be “cold called”).

REQUIRED READING:

• Schlegelmilch, B.B. (2022). Global Marketing Strategy – An Executive Digest – Chapter 3 & 5.
• Revisit the slide decks of Week 2

LECTURE & DEEP DIVE DEBATE:

The 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:

• Groups 3 and 4:
  • Submit your deep dive slide decks until 7pm on the day before the lecture. 
• Groups 1, 2, 5, and 6: 
  • Submit your brand analysis slide decks until 7pm on the day before the lecture
  • Submit your peer evaluations for the presenting groups until 7pm on the day of the lecture.

REQUIRED READING:

• Schlegelmilch, B.B. (2022). Global Marketing Strategy – An Executive Digest – Chapter 4 & 6.
• Revisit the slide deck of Week 3

Reading week - no lecture

LECTURE & GUEST LECTURE:

Running Global 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:

• Familiarize yourself with our guest lecturer and their company. Prepare two questions to ask them (you might be “cold called”).

REQUIRED READING:

• Schlegelmilch, B.B. (2022). Global Marketing Strategy – An Executive Digest – Chapter 10 & 11
• Revisit the slide deck of Week 4

LECTURE & DEEP DIVE DEBATE:

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:

• Groups 5 and 6:
  • Submit your deep dive slide decks until 7pm on the day before the lecture.
• Groups 1, 2, 3, and 4:
  • Submit your brand analysis slide decks until 7pm on the day before the lecture
  • Submit your peer evaluations for the presenting groups until 7pm on the day of the lecture.

REQUIRED READING:

• Schlegelmilch, B.B. (2016). Global Marketing Strategy – An Executive Digest – Chapter 13 & 14.
• Revisit the slide decks of Week 5

FINAL QUIZ:

The final quiz takes place in form of a multiple-choice test. The questions will be based on the assigned chapters in the textbook. The test will run for both tracks at the same time.