Syllabus

Title
0591 Global Marketing Strategy B
Instructors
Univ.Prof. Dr. Marius Lüdicke
Contact details
Type
PI
Weekly hours
2
Language of instruction
Englisch
Registration
09/06/24 to 09/27/24
Registration via LPIS
Notes to the course
This class is only offered in winter semesters.
Subject(s) Master Programs
Dates
Day Date Time Room
Thursday 10/03/24 09:00 AM - 12:30 PM TC.3.21
Thursday 10/10/24 09:00 AM - 12:30 PM TC.3.21
Thursday 10/17/24 09:00 AM - 12:30 PM TC.3.03
Thursday 10/24/24 08:00 AM - 11:30 AM TC.5.15
Thursday 11/07/24 08:00 AM - 11:30 AM TC.5.15
Thursday 11/14/24 08:00 AM - 11:30 AM EA.6.032
Thursday 11/21/24 08:30 AM - 10:00 AM TC.2.02
Contents

The course introduces students to the theory and practice of global marketing. The course begins with an overview of key terms, the current strategic environment for global marketers, and an introduction to the three major theories of globalization. In the subsequent five sessions, students will deeply engage with theories, tools, and ways of thinking that enable them to identify global market opportunities, take informed decisions, and grow international brands.

Brands are considered focal anchor points for all marketing decision and therefore introduced in more depth. After all, brand strategies shape how global marketers serve consumers from different cultures, which technologies they will adapt, and they will run digital campaigns. Throughout the course, matters of sustainability as well as equality, diversity, and inclusion will be discussed.

The students will learn through interactive lectures with their professor, interactions with guest lecturers from leading internationally companies, and self-directed study assignments such as deep dive topic discussions and independent brand analyses.

 

 

Learning outcomes

The course aims to develop strategic thinking in a global marketing context. Students will learn key concepts and tools used in global marketing management practice and how to apply them to make well-informed global marketing decisions.

The course also provides students with opportunities to sharpen their analytical and communication skills through case study discussions and interactions with guest speakers.

 

 

 

Attendance requirements

Attendance in the first session is mandatory. Students that do not attend the first session will be de-registered from the course.

To obtain a grade for the course, students must attend at least 80% of the sessions. An absence of 3 hours (1 session) is permitted. Please let the lecturer or tutor know about your absence in advance. Students will only receive class participation points for the lectures in which they are present. Students must attend the multiple-choice test unless extenuating circumstances apply.

Teaching/learning method(s)

The course utilizes a combination of interactive lectures, global marketing topic discussions, independent study, and interactions with global marketing professionals. Attendance and participation in class discussions is critical to the success of the course and will determine students’ grade and learning experience.

Students must carefully prepare read the assigned chapters, articles, etc. prior to the session for which they are assigned to ensure a lively class discussion.

Assessment

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Readings

Please log in with your WU account to use all functionalities of read!t. For off-campus access to our licensed electronic resources, remember to activate your VPN connection connection. In case you encounter any technical problems or have questions regarding read!t, please feel free to contact the library at readinglists@wu.ac.at.

Availability of lecturer(s)
  • Personal meetings are possible after all classes.
  • For an appointment, please contact Ms. Taylor (imm@wu.ac.at).
  • For administrative matters please contact our teaching assistant - Ms. Melanie Regber, melanie.regber@wu.ac.at 

 

Other

Course Materials

             1. Course Text:

Schlegelmilch, Bodo B. (2022). Global Marketing Strategy - An Executive Digest (Second Edition), Springer International Publishing, Switzerland.

The softcover book is available at WU`s library. The eBook is available on Canvas as PDF as well as an eBook (within the WU Internet domain): Global Marketing Strategy | SpringerLink

             2. Lecture Slides and further Materials:

Lecture slides and further materials will be made available via WU’s Canvas learning platform.

 

The Use of AI

The use of Artificial Intelligence (AI) tools such as Open AI’s ChatGPT, Google’s Bard or Microsoft’s AI-powered Bing for various aspects of their study is explicitly encouraged. Students shall keep in mind that these tools are not yet fully reliable and often return false results presented with great “confidence”. 

Students must declare if and how they have used AI for their coursework. Reflecting on students’ use of AI will be subject to class discussion and best practices will be shared.

The following is a list of ways in which AI can be leveraged. The list was created by https://chat.openai.com/ (chat GBP 3) and was slightly edited.

 

  1. Research and Information Gathering: AI-powered tools like search engines, digital libraries, and academic databases can help students efficiently find relevant research materials, scholarly articles, and credible sources to support their coursework.
  2. Writing Assistance: AI-based writing tools provide grammar and spell-checking, sentence structure suggestions, and vocabulary enhancements.
  3. Data Analysis and Visualization: AI techniques enable students to analyze large datasets, identify patterns, and create effective visualizations.
  4. Language Learning and Translation: AI-powered language learning platforms aid in studying foreign languages and offer instant translation assistance.
  5. Virtual Simulations and Experiments: AI-driven virtual simulations allow practical learning experiences, applying theoretical concepts in real-world scenarios.

Useful, state-of-the-art AI tools for different applications can be found here: https://theresanaiforthat.com/

 

Additional information on MyLEARN.

 

 

Unit details
Unit Date Contents
1 03.10.24 - 9 - 12:30 pm

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
2 10.10.2024 - 9 - 12:30 pm

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
3 17.10.24 - 9 - 12:30 pm

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
4 24.10.2024 - 8 - 11.30 am

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
5

Reading week - no lecture

6 07.11.2024 - 8 - 11:30 am

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
7 14.11.2024 - 8 - 11:30 am

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
8 21.11.2024 - 8:30 - 10 am

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.

Last edited: 2024-09-26



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