| Dozent/in |
Prof. Dr. Leif Brandes |
| Veranstaltungsart |
Vorlesung |
| Code |
FS211007 |
| Semester |
Frühjahrssemester 2021 |
| Durchführender Fachbereich |
Wirtschaftswissenschaften |
| Studienstufe |
Bachelor |
| Termin/e |
Di, 23.02.2021, 12:15 - 16:00 Uhr
Di, 02.03.2021, 12:15 - 16:00 Uhr
Di, 09.03.2021, 12:15 - 16:00 Uhr
Di, 16.03.2021, 12:15 - 16:00 Uhr
Di, 23.03.2021, 12:15 - 16:00 Uhr
Di, 30.03.2021, 12:15 - 16:00 Uhr |
| Umfang |
2 Semesterwochenstunden |
| Turnus |
weekly
Zoom live stream |
| Inhalt |
This course teaches you the fundamental tools and concepts that allow firms to operate successfully in global markets. Particular emphasis is placed on the development of a global marketing strategy, including how to go global, how to assess and develop foreign markets, and strategy implementation, including managing the global marketing programs, and organizational challenges associated with the move to enter new markets abroad. At times, we will also take a more comprehensive view on competing globally. This is a highly interactive course and students are expected to complete the assigned readings prior to each session. The live sessions will then be exclusively dedicated to reinforce the learnings from the readings by means of lecture parts, extensive case studies, group work, student presentations, and guest speaker presentations. After each live session, students are expected to share their learnings via Slack so that everyone can benefit from the group’s insights on the discussed cases and exercises. The goal is to have a collaborative, respectful learning environment, in which every student can prosper. Note: This will be a time-intensive course with a high weekly workload, especially, as this course runs only in the first half of term and it is a 4 ECTS course! |
| Lernziele |
Topic specific knowledge and skills:
You have gained substantial knowledge about global marketing strategy development and implementation. In particular, you will be able to answer the following questions:
1. Why do firms go global? What are the motives to go global?
2. How can you evaluate the attractiveness of a foreign market and select target markets?
3. How can you analyze cultural differences across countries, and how do they impact value propositions, value creation and value appropriation for firms?
4. Which entry modes can you use to enter foreign markets, and how do they differ from each other? When should you use each mode?
5. How should you manage global marketing programs? How can you balance global and local tensions? When do you need to adapt your marketing program, when can you use a standardized approach?
6. How can you overcome organizational challenges associated with the move to go global?
Transferable skills:
1. You learn to think about global marketing problems in a structured manner.
2. You are able to apply the concepts, frameworks and analytical tools from class to real-world case studies, and examples,
3. You are able to recognize the general patterns and learnings beyond the specific context of a given case study.
4. You are able to clearly articulate your analysis and recommended solution for a case problem.
5. You are able to critically evaluate the practical relevance of conceptual frameworks, theories and analytical tools.
6. You gain experience in a group work environment and improve your skills as a team member.
7. You gain experience to present your solutions in front of an audience.
|
| Voraussetzungen |
Successful completion of Marketing Management is a must! Depending on course enrollment numbers, we reserve the right to reject students who failed the examination in Marketing Management. |
| Sprache |
Englisch |
| Anmeldung |
To attend the course / exercise, registration via e-learning platform OLAT is required. Registration is possible from 8 February to 5 March 2021. The students themselves are responsible for checking the creditability of the course to their course of study.
Direct link to OLAT course:
https://lms.uzh.ch/url/repositoryentry/16926704066 |
| Leistungsnachweis |
***IMPORTANT*** In order to acquire credits, registration via the UniPortal within 08.02. - 05.03.2021 is REQUIRED. |
| Abschlussform / Credits |
30% In-class, 35% Presentation. 35% Report / 4 Credits
|
| Hinweise |
none |
| Hörer-/innen |
Nein |
| Kontakt |
leif.brandes@unilu.ch
flavia.tinner@unilu.ch |
| Literatur |
https://www.pearson.com/uk/educators/higher-education-educators/program/hollensen-global-marketing/pgm2782036.html
We will use a range of practitioner-oriented journals, such as Harvard Business Review, MIT Sloan Management Review, and California Management Review, case studies and other sources as basis for our discussions. Students are required to purchase a course package for this course from the Harvard Business Education website. |