Download 27th International Summer University WU 2016

27th International Summer UniversityWU (ISUWU) 2016
WU (Vienna University of Economics and Business)
Course Outline
Course Title
Global Marketing
Instructor(s)
Prof. Kristiaan Helsen, Ph.D. Hong Kong
University of Science & Technology, Hong Kong
Language of
instruction
English
Course level
Graduate
ECTS
3 ECTS
Contact hours
25 contact hours (45 min. each)
Capacity
Max. of 25 students
Aim of the course
Hone skills of participants in developing and implementing global marketing
strategies
Learning Objectives
At the end of the course students should:



Acquire a good understanding of the global market environment
Be able to assess market opportunities and challenges in the global market
place
Gain skills to develop and execute successful international marketing
strategies
Prerequisites and/or admission requirements
General requirements are:
 Understanding of basic marketing principles (4 Ps, segmentation &
positioning) and tools (e.g., break-even analysis)
 Interest in global business and cultures
Teaching Methods
Lectures, videos, case-studies, and presentations: interactive and dynamic classroom
environment to be expected.
Pre-course assignment
27th International Summer UniversityWU 2016
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1) Reading assignments for day 1.
2) Read the Arla and TTI case studies (both posted on course website)
3) Write-up assignment for the TTI case (see separate memo sent to all participants
via email latest one month before course start)
Course Contents
Day 1
Day 2
The global market environment & market
opportunity analysis: Cultural, political & legal
environment in global market place
 Readings: Powerpoint day 1
 Short cases:1) Arla & Muslim cartoon controversy &
2) Harley Davidson in China (discussion questions at
end of case)
 Case study: TTI – Tooling up for Asia
 Team assignment for day 2: Prepare a marketing mix
for LG India (1-2 pages)
Strategies for emerging markets: In this session we
focus on marketing strategies for emerging markets
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Day 3
Day 4
Day 5
Readings: Powerpoint day 2
Assignment for day 3 – reflect on the discussion
questions for the Havaianas case study (to be
posted later)
Case study: LG India
Global new product development and branding. In
today’s class we will focus on global new product
development and product policy decisions such as branding,
product line management.
 Readings: Powerpoint day 3
 Short cases: 1) Tesla in China and 2) KFC in China
 Case study: Havaianas
 Assignment for day 4 – prepare a strategic marketing
plan for Chow Tai Fook (team)
Global pricing and distribution: In this class we will
cover global pricing and channel strategies
 Readings: Powerpoint day 4
 Case: Chow Tai Fook
Global communication & digital marketing: In
this class we conclude with global advertising and
digital marketing.
 Readings: Powerpoint day 5
 Short case: Dove in China
 Final exam : multiple choice questions; closed
book/notes (material covers everything up to day 4)
Criteria for successful completion of the course
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Assessment
Final exam: 40%
Class participation: 15%
Pre-Course Assignment: 15%
In-Class Assignments: 15%
Out-Class Assignments: 15%
Course literature (textbooks, papers, ...)
Recommended reading: Kotabe & Helsen, Global marketing management, John Wiley
Case studies: (1) TTI – Tooling up for Asia, (2) LG India, (3) Havaianas, (4) Chow
Tai Fook
Short cases (online)
Powerpoints (online)
Course material
Power Point slides
Further readings suggested by the lecturer(s)
Recommended websites:
- Economist Intelligence Unit: http://www.eiu.com/index.asp
- Bloomberg.com: Worldwide News:
http://www.bloomberg.com/news/worldwide/
- CIA’s World Factbook: https://www.cia.gov/library/publications/the-worldfactbook/
- New York Times: http://global.nytimes.com/
- Wall Street Journal: http://online.wsj.com/home-page
- Brand channel: http://www.brandchannel.com
Comments
Please note the following information on the total workload of the respective course:
Course
level
ECTS
Pre-course
workload
Graduate
3
33 hours
27th International Summer UniversityWU 2016
In-class activity
19 hours (= 25
teaching units)
Outside of
class workload
during the
program
23 hours
3 of 3