LECTURE (LÜDICKE, LEMANSKI)

Marketing in a Global Economy

In this introductory session, you will first get 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

DELIVERABLES:

• None

READINGS:

• Schlegelmilch, Bodo B. (2022). Global Marketing Strategy – An Executive Digest – Chapter 1 & 2.
• Revelant course materials on Canvas

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

In this session you will be introduced to the "Marketing impact student 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 sonsulting project.

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 & 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, 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 at the day of the lecture.

REQUIRED READING:

• Schlegelmilch, B.B. (2022). Global Marketing Strategy – An Executive Digest – Chapter 10
• Revisit the slide deck of Week 1 and all the revelant course materials on Canvas

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”.

REQUIRED READING:

• Schlegelmilch, B.B. (2022). Global Marketing Strategy – An Executive Digest – Chapter 3 & 4
• Revist the slide deck of Week 2 and all relevant course materials on Canvas

LECTURE & CASE DISCUSSION (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.

REQUIRED READING:

• Schlegelmilch, B.B. (2022). Global Marketing Strategy – An Executive Digest – Chapters 5, 6 & 7
• Revisit the slide deck of Week 3 and all revelant course materials on Canvas

LECTURE (LEMANSKI)

Pricing Strategies

REQUIRED READING:

Schlegelmilch, B.B. (2016). Global Marketing Strategy – An Executive Digest – Chapter 8: Extracting Value from Global Operations

    Case study: Donald Sull & Stefano Turcon (2021) Netflix Goes to Bollywood.

o   Link: https://mitsloan.mit.edu/teaching-resources-library/netflix-goes-to-bollywood

·     Listening (transcripts are available to read too): Title: How to Build a Dynamic-Pricing Strategy That Works.

o   Outlet: Harvard Business Review Ideacast. Author: Marco Bertini. Host: Curt Nickisch.

o   Link: https://hbr.org/podcast/2024/08/how-to-build-a-dynamic-pricing-strategy-that-works

·     Title: Algorithms Won’t Solve All Your Pricing Problems.

o  Outlet: Harvard Business Review Ideacast. Author: Marco Bertini. Host: Curt Nickisch

Link: https://hbr.org/podcast/2021/10/when-pricing-algorithms-hurt-customer-relationships

LECTURE & GUEST LECTURE (LÜDICKE)

Running Global Campaigns

In week 6 (our 5^th session), you will get an overview of how marketers plan, build and run 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”).

          REQUIRED READING

• Schlegelmilch, B.B. (2022). Global Marketing Strategy – An Executive Digest – Chapter 11 & 13
• Revisit the slide deck of Week 4 and all revelant course materials on Canvas.

LECTURE & GUEST LECTURE (LEMANSKI)

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.   

REQUIRED READING:

·        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.

·        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.

Further recommended set of readings from the Financial Times on the Chinese economy: https://www.ft.com/china-economic-slowdown

LECTURE + DEEP DIVE DEBATE: :

The Road Ahead for Global Marketing

In this final session, 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:

o   Submit your deep dive slide decks until 7pm on the day before the lecture.

·        Groups 1 to 4:

o   Submit your brand analysis slide decks until 7pm on the day before the lecture.

o   Submit your peer evaluations for the presenting groups until 7pm at the day of the lecture.

REQUIRED READING:

• Schlegelmilch, B.B. (2016). Global Marketing Strategy – An Executive Digest – Chapter 14.
• Revisit the slide deck of Week 5 and all relevant course materials on Canvas

08.30 - 10.30 am FINAL TEST (LÜDICKE)

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.

Please make sure you come to take the test in the right classroom: Stream “A” in TC 5.03 and Stream “B” in TC 5.05.

REQUIRED READING:

Revise all assigned readings from the textbook (see above) to prepare for the final test

 FINAL PRESENTATIONS (LEMANSKI, LÜDICKE, RESSL)

Special topics in global marketing management

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, 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.