LECTURE:

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

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 on 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 relevant course material on Canvas
  

LECTURE & GUEST LECTURE:

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.
• Revisit the slide decks of Week 2 and all relevant course materials on Canvas
  

LECTURE & DEEP DIVE DEBATE:

Managing a Global Markeeting 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 on the day of the lecture.

REQUIRED READING:

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

Reading week - no lecture

LECTURE & GUEST LECTURE:

Running Global Campaigns

In week 6 (our 5th 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 relevant course materials on Canvas
  

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:
  • Submit your deep dive slide decks until 7pm on the day before the lecture.
• Groups 1 to  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. (2022). Global Marketing Strategy – An Executive Digest – Chapter 14.
• Revisit the slide decks of Week 5 and all relevant course materials on Canvas
  

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.

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:

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