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Course Information
Discipline(s): 
Marketing
Terms offered: 
Fall, Spring
Credits: 
3
Language of instruction: 
English
Contact Hours: 
45
Description: 

 

*IMPORTANT: This course is an International Affairs & Security Studies (12 for 12 for 12) course. Students on the Metropolitan Studies program can NOT take more than TWO 12 for 12 for 12 courses! This does not include German language courses.

In today’s global economy, marketing is no longer only domestic, or even international; rather, global marketing is a key success factor for multinational firms. Students examine the definition of “global marketing” and its objectives and challenges in addition to today’s main emerging markets and differences with our domestic market. The course chronologically follows each step of the global marketing approach, including the analysis of foreign market’s environment and context, analysis of the different entry modes in the targeted foreign market, creation of the global marketing strategy, marketing plan and communication plan, and other aspects of a global strategy (global organization of logistics, supply chain and human resource, global controlling).

Method of presentation: 

Lecture, in-class discussions, case studies and an oral presentation for the product introduction project of a startup.

Required work and form of assessment: 
  • Field trip assignment - 20%
  • Midterm exam - 30%
  • Final exam - 50%

The class program schedule includes reading assignments from the textbook and frequently supplemented with current articles and exercises from a variety of sources on marketing trends. These assignments are to be prepared as the basis for class discussion and will be randomly collected and evaluated. In addition to the scheduled midterm and final exams, homework assignments and quizzes will also be part of the individual student evaluation. Students will participate in small groups in an assignment based on the class field trip.

content: 
SESSION CONTENT READINGS
1

An Introduction to Global Marketing  (Martin Wrobel)

  • Marketing Principles
  • What is Global Marketing
  • Management orientations : ERPG
  • Affecting Forces
  • Chapter 1 Keegan
2

The Global Marketing Environment (Prof. Dr. Hans-Erich Mueller)

  • The environmental scan
  • SWOT analysis
  • Social and Cultural forces
  • Diffusion of innovation
  • Chapter 4 Keegan
3

The Heart of Marketing strategy: STP (Martin Wrobel)

  • Evolution of marketing strategy
  • Segmentation
  • Targeting and targeting strategies
  • Positioning
  • Chapter 7 Keegan
4

The Global Marketing Mix (Prof. Dr. Hans-Erich Mueller)
 Product (1/2)

  • Classification, packaging
  • Product life cycle & New Product Development
  • Strategic alternatives for global markets : extend, adapt, create
  • Chapter 10 Keegan
5

Brand (2/3) (Prof. Dr. Hans-Erich Mueller)

  • Strategic brand management
  • Brand positioning
  • Brand personality and values
  • Brand equity and valuation

 

 
6

MID TERM EXAM

Global Pricing (Martin Wrobel)

  • Basics of pricing
  • Forces effecting pricing: external & internal
  • Chapter 11 Keegan
7
  • Pricing strategies: Skimming vs. penetration, brand premium…
  • Pricing methods
  • Pricing issues and alternatives: extension vs adaptation
  • Chapter 11 Keegan
8 Field Study  
9

Importing, Exporting, and Sourcing  (Prof. Dr. Hans-Erich Mueller)

  • Marketing channels of distribution
  • Importing and exporting
  • Sourcing
  • Chapter 8 Keegan
10

Field Study assignment due (Prof. Dr. Hans-Erich Mueller)
 Global Market Entry Strategies

  • Licensing
  • Investment
  • Partnerships
  • Chapter 9 Keegan
11

Global Marketing Communications (Martin Wrobel)

  • The communication process
  • The communication mix
  • Chapter 13 & 14
    Keegan
12 FINAL EXAM  

 

Required readings: 
  • Keegan, W.J. & Green M.C. (2017): Global Marketing. 9th ed. Pearson, Harlow U.K.