WEEK 1 - LECTURE (LÜDICKE, LEMANSKI)

Marketing in a Global Economy

In this introductory session, Dr. Lüdicke will first provide an overview of the course, including its main goals, sessions, assessment modes, and the consulting project. Then you will learn about core concepts such as global, marketing, strategy, management, and brands. The remainder of the session is dedicated to understanding the current state of the global economy, that is, the playing field for global marketers. We will take a close look at key globalization concepts and international market dynamics and discuss what they entail for global marketers. 

After a break, Dr. Lemanski will introduce the consulting project that you will be working on throughout the course, and embark on a brief critical discussion on the social and ecological impact of global marketing. 

WEEK 2 - LECTURE & DEEP DIVE DEBATE

Managing Global Brands

In the second week, we will focus on brand strategy. We will discuss the concept of a “brand” in more depth, get to know several brand strategy models that are used by marketing practioners and then learn about the brand rotor model which is designed to analyze brands comprehensively and build brand strategies with it. In the second part of this lecture, we will listen to the first two deep dive presentations and challenge the presenters with critical questions.

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 3-6: Submit your brand analysis slide decks until 7pm on the day before the lecture
• Groups 3-6: Please submit your peer evaluations of the two presenting groups until 7pm at the day of the lecture.

WEEK 3 - LECTURE & GUEST LECTURE (LÜDICKE)

How to Grow Brands

In week 3, we will discuss the potentially most important marketing task: Growing brands. We will look at 5 strategies of brand growth, including market penetration, extension, and diversification, and discuss how to grow brands internationally. In the second part of this lecture, we will deepen our knowledge on brand growth strategies through a guest lecture and a discussion.

DELIVERABLES:

• Familiarize yourself with our guest lecturer and their company. Prepare two questions to ask them about an aspect of global marketing or their brand specifically. You might be “cold called”.

WEEK 4 - LECTURE & DEEP DIVE DEBATE (LÜDICKE):

Managing a Global Marketing Mix

In week 4, we will build on the insights into brand growth from the previous week and discuss how to turn brand strategies into global marketing action. We will cover selected tools for market/competitor analysis and learn what differences in international consumer cultures entail for pricing, product design, advertising and other marketing mix decisions in different countries. In the second part of this lecture, we will listen to the second and third deep dive presentations and challenge the presenters with critical questions.

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 at the day of the lecture.

WEEK 5 - PROJECT WORK (LEMANSKI, RESSL)

Introduction to Consulting Project

In this session you will be introduced to the "EoC Global Common Good Marketing Consulting Project", including the participating firms from different geographies and industries, and to the analytical framework to scrutinize the firm’s business model and provide recommendations for the firm. You will also learn about the job of a business strategy consultant and start applying the consultant's toolbox.

DELIVERABLES:

• In your project team, select one firm for the consulting project.

RECOMMENDED 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.
• Gustafson, A., & Harvey, C. (2023). From profit to purpose: The distinctive proposition of the Economy of Communion approach. Humanistic Management Journal, 8(2), 167-179.
• Guidelines for running an Economy of Communion business (download from Canvas).ips

WEEK 6 - LECTURE & GUEST LECTURE (LÜDICKE)

Running Global Campaigns

In week 6, you will get an overview of how marketers plan, build and run international advertising campaigns. We will discuss different advertising platforms, ways of setting budgets, media buying, and how consumers around the world are using media in different ways and for different purposes. In the second part of the session, we learn about and discuss practical aspects of global 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”).

WEEK 7 - LECTURE + DEEP DIVES (LÜDICKE)

The Road Ahead 

In this last session with Dr. Lüdicke, we will review what we have learned in the previous weeks. Then we take a closer look at present developments and explore future trends in global marketing that will matter to future marketing leaders. In the second part of this final lecture, we will listen to the fourth and fifth deep dive presentations and challenge the presenters with critical questions

DELIVERABLES:

• Groups 5 and 6:  Submit your deep dive slide decks until 7pm on the day before the lecture.
• Groups 1 - 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 at the day of the lecture.                        
  

WEEK 8 - TEST

Multiple Choice Test

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 and in the same classroom and will be supervised. Please bring your own device. 

Special topics in global marketing management: International market analysis workshop with corporate partner UNIQA

Required preparatory material: Read the case brief on Canvas (available one week before the session)

Additional recommended preparation: Familiarize yourself with UNIQA and Mavie (website, social channels)

Learning outcomes: After this session, students should be able to identify and prioritize attractive CEE markets based on data (market size, competition, digital readiness, regulation):
- define the target customer segment for a health ecosystem brand and outline key needs,
- design a value proposition and service offering tailored to different personas,
- translate insights into a basic go‑to‑market approach with clear assumptions.

Deliverables: Case study discussion and presentation done in groups in class.

 WEEK 11 - PRESENTATION DAY (LEMANSKI, LÜDICKE, RESSL) 

Final Presentations of the Consulting Project 

In this final session, you will present the results of your 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, possibly followed by an informal social gathering.

DELIVERABLES:

•    Upload a) final report and b) the interview transcripts to Canvas (deadline: December 8th).
•    Submit your peer evaluation of the presenting groups until 7pm at the day of the class.
•    Submit your overall peer evaluation for the members of your own study group until 7pm at the day of the class.