Global Marketing Strategies

IMBA

Module Outline

2022/2023

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Contents

Page

1. Introduction 3

2. Module aims and student objectives 3

3. Teaching and learning methods 5

4. Reading guide 5

5. Assessment guide 6

6. Module Calendar 8

7. In module assessment 10

8. End of module assessment 13

9. Appendices and support materials 13

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1 Introduction to the Module
The IMBA/IBSA programme addresses global economy issues at an advanced level,
therefore the module learning outcomes have a view of Marketing, for international
marketing decision making at an advanced level. The learning experience will stimu-
late critical and intellectual skills, through class learning, group work and independent
research.

Any queries should be directed to Prof. Dr. Christian Schuchardt, via the IMBA-office
(Usanie Dennerlein.Mann) or located directly via e-mail to [email protected].
Possible personal meeting may be arranged also online or – Pandemic regulations
provided - in the IGC International Graduate Center at the Dean’s office Room L102 or
in room B 212a in HSB Hochschule Bremen, Faculty 1 - School of International
Business - Werderstrasse 73, 28199 Bremen.

2 Module aims and learning outcomes

Aims
• To provide students with a critical awareness of the principal concepts, frameworks
and techniques of international marketing.
• To equip students with the ability to work effectively in organisations operating in
an increasingly global environment.
• To enable students to use appropriate analytical tools to identify and diagnose
international marketing problems.
• To give students experience in analysing and managing complex but incomplete
data to provide sound, well considered and original solutions to international
marketing problems.
• To give students the tools to conceive, design, implement and evaluate appropriate
strategic and operative decisions in an international marketing context.
• To give students the opportunity to reflect on their own learning and to develop
their self awareness in relation to their employability skills and personal
development
• Additionally create intercultural awareness and knowledge on up-to-date intercul-
tural concepts and tools to handle intercultural situations in class and on the job.

General learning outcomes (see module handbook page 10)

1. Analyse the global implications of multinational decisions and demonstrate a critical

awareness of complex, incomplete or contradictory information
2. Synthesise information relating to global business management issues, events and
cases
3. Evaluate conceptual outcomes and practical approaches to complex situations
within organisational context where affected by global issues
4. Apply problem-solving techniques with autonomy, judgment and originality
5. Demonstrate critical evaluation of perspectives of leadership, clarify tasks,
demonstrate commitment, negotiate and delegate in groups where the members
have different cultural and educational backgrounds
6. Work and lead in a way that respects the cultural diversity of multinational and
multi-language groups

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7. Manage information related to business management in a global context and act
autonomously
8. Solve problems and communicate original solutions at a professional level (both
written and spoken) in matters related to business management in a global context
9. Operate in the complex and unpredictable context, as the global economy and
exercise initiative and personal responsibility at professional level
10. Being precise and effective in applying procedures, models and techniques
11. Identify the key success factors for the management of international projects and
apply these principles to the analysis of a complex business situation.

The module “Global Marketing” does focus especially on delivering the general lear-
ning outcomes 1, 2, 3, 5, 6, 7, 8, 11.

Learning outcomes specific to the module

By the end of the module students should be able to:

A. identify and explore the external factors which impact upon the marketing
performance of companies in the global context and assess differences in country
environments (11);
B. identify data sources and apply research methods relating to customers, trade and
competitors in a global marketing context (2, 7);
C. select and apply techniques for international market segmentation (2, 7);
D. plan and use techniques and tools to evaluate country markets and country risks
and assess the most suitable international market entry strategies (1,2,11);
E. interpret the implications of different environmental aspects on marketing
decisions, especially the cultural impact on the design of marketing plans and the
individual marketing mix instruments (1, 2, 3, 7, 11).
F. reflect on their learning and identify, assess and articulate their current abilities in
relation to transferable skills required by employers and for the development of
their studies and other activities.
G. Additionally identify and apply up-to-date intercultural concepts and tools to
everyday intercultural situations and handle them adequately and effectively.

Synopsis of Content

• Theoretical background including definitions of global and international marketing,

management orientations and internationalisation theories
• Selected market profiles: European Union, Eastern Europe, Asia, India or China.
• The influence of culture and managing Intercultural Differences.
• The international information base – global information systems and research.
• Target markets: Selection and evaluation of target markets, risk evaluation, target
country portfolio, international market segmentation.
• Market entry strategies.
• International marketing mix including branding perspectives.
• International pricing and contracting, international payment procedures and terms
of trade.
• International communication strategies – consideration of all aspects of
promotional strategies e.g. advertising, PR direct marketing, sales promotion
• Global e- marketing
• International distribution and sales, operative problems in foreign trade.
• Managing the global marketing programme.

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3 Teaching and Learning Methods
The module is taught in English language. The learning experience will consist of a
variety of learning environments:

In-class
− Lectures, where theory, models and techniques are presented and
explained
− Discussion seminars, where students discuss theories, models and
techniques
− Multi media teaching methods are included where suitable (e.g. country-
related videos)
− Case seminars, where students apply models and techniques to solve case
studies

Self-managed learning
− Provided learning material is studied individually and in groups
− Provided case studies are solved in groups
− Relevant learning material is researched and studied upon

One-to-group tutorials
− Research directions are provided
− Coursework directions are provided

Peer presentation
− Case study reports will be used in class

4 Reading Guide

Essential readings

Keegan, Warren, J., Green, Mark C. (2020): Global Marketing (global edition),
10th ed., Pearson Prentice Hall, Upper Saddle River, NJ (or previous editions). Free
online access see our AULIS-Course Literature Folder:
https://ebookcentral.proquest.com/lib/suub/detail.action?docID=5892732

Further readings

Hollensen, Svend (2020) Global Marketing. A Decision – oriented approach, 8th ed.
Prentice Hall, London, New York (or previous editions). Free online AULIS access:
https://ebookcentral.proquest.com/lib/suub/detail.action?docID=5994946
Usunier, Jean-Claude, Lee, Julie Anne. (2013): “Marketing Across Cultures” 6th
edition. Pearson Prentice Hall, Upper Saddle River, N.Y.
Bradley F (2005) International Marketing Strategy 5th ed prentice Hall, London
Hofstede, G., Hofstede, G.J., Minkov, M. (2010) Cultures and Organizations -
Software of the Mind: Intercultural Cooperation and Its Importance for Survival. 3rd Ed.
McGraw-Hill. N.

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Periodical references
European Journal of Marketing
International Journal of Advertising
International Journal of Electronic Commerce
Der Markt
Revue Francaise de Marketing
Recherche et Applications en Marketing
Journal of Euromarketing
Journal of Global Marketing
Marketing, Zeitschrift fuer Forschung und Praxis
Marketing Intelligence and Planning

www references
www.europa.eu.int
www.marketingresearch.ws
www.esomar.com
www.ciaworldfactbook.com

5 Assessment Guide / Assessment Rationale

Students will be assessed through 45 % by a in-course groupwork and 55 % by a mid-
term and final exam.

The coursework
• assessed learning outcomes: A, B, C, F
• comprises a written paper as a group element worth 40% and individual
reflective statement worth 5 %

The mid-term and final exam

• assessed learning outcomes: A, B, D, E
• closed-book or open book as announced
• individual grading
• mid-term exam 1.0 hour (worth 15%) plus final exam 3.0 hours exam
(40%) based on a case study evaluation and questions answered

The coursework is group-based (with individual contributions and their assessment) in

order to enhance students’ interactive and social skills where analytical abilities are
required, in a business-related perspective. The coursework is also an opportunity for
the students to self-evaluate their learning achievements by their individual reflective
statement (see p12).

The mid-term exam consists of some short questions related to the course content
covered up to that point in time and is designed to give an early feedback to the
students on their progress in understanding and applying the topics covered in class.

The final exam consists of questions related to a case study where evaluation skills
are required. The case study will be given to the students before the examination. This
method allows the students to show their ability to carry out articulated analysis based
on in-depth reasoning and their ability to express personal judgment of a given case
study. The scenario may be differentiated for students attending different partner uni-
versities only on its language. The exam is also an opportunity for the students to im-
prove their achievements, building upon their reflections on the coursework feedback
and individually meeting the assessment criteria.
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Assessment criteria

Students should demonstrate:

1. ability to: critically analyse the position of the company in its competitive environ-
ment in a global marketing context; identify and explore the external factors which
impact upon the marketing performance of companies in the global context and
assess differences in country environments; identify data sources and apply re-
search methods relating to customers, trade and competitors in a global marketing
context;
2. skills in: selecting and applying techniques for international market segmentation;
planning and using techniques and tools to evaluate country markets and country
risks and assess the most suitable international market entry strategies;
3. ability to: develop techniques for the effective implementing of regional and global
marketing strategies; interpret the implications of different environmental aspects
on marketing decisions, especially the cultural impact on the design of marketing
plans and the individual marketing mix instruments.

Assessment method and weighting

Component Weighting

In-module Group coursework (written paper) 40%

Individual reflective statement 5%
Mid-term Individual 1 hour (60 min.) online test 15%
End of module Individual 3 hour (60 min.) open book 40%
examination – depending on the current
situation (Pandemic) administered online

Group Contract

The coursework is group-based in order to enhance students’ interactive and social

skills where analytical abilities are required in a business-related perspective. In order
to avoid problems within groups, Students are encouraged to fully participate to the
best of your ability for the good of the group. A group contract is one way of achieving
this commitment and sets out some norms for acceptable behaviour and just penalties
for breaking them (see Appendices and support materials).

In addition, it is recommended to keep work logs of your group activities on a weekly

basis, which can be used to document your activities later on.

AULIS

Students are encouraged to use our local student learning-platform AULIS to seek out
lecture notes, and additional information which may be put up from time to time.

Additionally AULIS may be used by students for group discussions and will help to
facilitate group work and sharing of ideas.

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You will have access to our AULIS learning platform via your university e-mail address
from the computer centre (Rechenzentrum RZ) and a password. You are advised to
ask your programme advisor for assistance in the registration procedure.

6 Tentative Module Calendar (Changes possible)

Day Lecture Reading Seminar / Case Assignment
work
Intercultural
Communication:
Tue Oct 10th Intercultural Communication In-class
material
Tue Oct 10th Intercultural Communication In-class
material
Wed Oct 11th Intercultural Communication In-class
material
Wedd Oct 11th Intercultural Communication In-class
material
Global Marketing:
Fri Oct 21st Module overview – Chapter 1+ Introduction to case Form groups
Internationalisation in theory Chapters 1-4* study analysis in-module
and practice I Acer Case case assign-
ment + case
Wed Oct 26th Internationalisation in theory Chapter 6+ Acer Case Hand in
and practice II + models of Chapter 5* Disneyland Paris Group
environmental analysis Case (+) contracts
Fri Oct 28th Global consumer behaviour, Chapter 6+
marketing information needs, Chapter 5*
global research process
Fri Oct 28th International, segmentation, Chapter 7+ Whirlpool case (+)
selection and evaluation of Chapter 8*
target markets, and risk.
Wed Nov 02nd Market entry strategies, Chapter 7+ Case study t.b.a. -
ownership and marketing Chapter 8* analysis and
strategies discussion
Fri Nov 04th Market entry ownership and Chapters 8-9+
marketing strategies Chapters 9-12*
Tue Nov 08th International marketing mix – Chapter 13-14+ Case study t.b.a. -
product and brand strategies Chapter 17* analysis and
International pricing, payment discussion
procedures and terms of
trade
Tue Nov 15th Global distribution, e-
marketing and cases
Tue Nov 22th Midterm Online Test 11:00 CET Online in AULIS
Tue Nov 29th International communication, In-class
advertising, sales promotion, material
direct marketing, cult. issues
Thu Dec 01st Exam briefing - Revision for
exams, exam techniques
Sun Dec 04th Hand-In-Group-Paper 24:00 CET Online in AULIS or via Email
We Dec 21st Final Assessment day FINAL EXAM

Readings:
+ refers to chapters in Keegan, Warren J.; Green, Marc C. (2020), Global Marketing, 10th edition, Prentice Hall,
London, NY or previous editions
* refers to chapters in Hollensen, S. (2020) Global Marketing 8th edition, Prentice Hall New York
as additional background reading

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7 In module assignment
The in- module assessment is worth 45 % and involves a group report worth 40% and
an individual reflective statement worth 5%. The assessment covers learning out-
comes 1, 2, 3 and 6 p3 of the module guide.

The Brief – Group Report (40%)

You are a Marketing Consultant hired to advise the Management of the Andradas
Community Branding Project in BRAZIL on their strategic marketing approach into
the world. You are required to write an academically sound report (reflecting on current
models from the literature as well as applying them to the company context) for the
planning and management of their global marketing. It should answer the four
questions stated below. Please answer each question separately in sequence, each
one including a separate theory part a) and a recommendation to the company based
on this theory concept = case part b). Each answer should be researched and
designed by the whole group. However, one group member should take the
responsibility of final authorship, indicated by his/her name below the headline in the
table of contents as well as in the text.

The case questions are based on the case study "The Coffee of Andradas: A
Community Branding Project", a copy of which will be provided to you via our AULIS
learing platform or via email.

In your joint group paper you are asked to answer the questions below using suitable
academic models from class or academic literature (text books or academic journals
you may as well access through the local library online data base).

For passing and decent grading it is vital, that for each of the questions again you first
select, present and critically discuss the selected academic models or concepts before
you apply them to the case and answer the question as stated below:

1. Please perform a draft “Strategic Situation Analysis” for the Andradas Community Project as
basis for your further recommendation. Among the typical aspects of such an analysis it should
include issues you find relevant from the local environment, the global environment as well as from
the environment of a possible foreign target country of your choice.

Answer guide formal: Please answer the question by presenting and explaining suitable concepts from the class context in a
Part a) (theoretical answering section of your answer) and apply them afterwards to the case in a Part b) (applied answering
section). Academic referencing is not necessary in the context of this exam.

Answer guide content: When applying one of the suitable models for the “Strategic Situation Analysis” and the
“Environmental Analysis” you may list several aspects or issues in each area of analysis as bullet points. You can also use
tables or sketches or drawings to structure your points.

Tipp: Interesting maybe here also the main production issues limiting the ability of the farmers of Andradas to command
higher prices for their coffee. You may also consider the coffee value chain and draw analogies with other global food value
chains to explain the weaknesses and strengths of the farmers of Andradas.

2. Please analyse the present Internationalisation Strategy of the Andradas Community Project
using all three: the “Uppsala Model”, the “EPRG Model” and the “Model of Backhaus/
Voeth”. Which of the respective strategies do you suggest for the future of the Andradas
Community Mapping Project?

Answer guide formal: Please answer the question by presenting and explaining suitable concepts from the class context in a
Part a) (theoretical answering section of your answer) and apply them afterwards to the case in a Part b) (applied answering
section).

Answer guide content: When making your future suggestion you may also briefly assess how the Marketing-Mix-Instruments
“product” and “price” should be offered globally: standardized or differentiated.
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3. Please suggest a suitable Segmentation, Targeting, Branding and Positioning Strategy for
the project for the selected target country of your choice. Please consider the product value
concept in this context.

Answer guide formal: Please answer the question by presenting and explaining suitable concepts from the class context in a
Part a) (theoretical answering section of your answer) and apply them afterwards to the case in a Part b) (applied answering
section).

Answer guide content: What aspects of Andradas coffee could be especially appealing to consumers? Take a position as to
whether those factors are unique to, or in some way different in, Andradas, and draw implications for marketing? What role
should the Andradas Flavour Map play in future marketing efforts? Rafael Souza e Silva is hoping that the Flavour Map
project will help address both social and environment al issues. Are these goals aligned or contradictory? Why?

4. When entering the country of your choice, which institutional market entry strategy (owner-
ship strategy) – and subsequently which form of distribution would you recommend for the
Andradas Community Project?

Answer guide formal: Please answer the question by presenting and explaining suitable concepts from the class context in a
Part a) (theoretical answering section of your answer) and apply them afterwards to the case in a Part b) (applied answering
section).

Answer guide content: Please look at the company situation as well as selected country data using the suitable models for
both. Also, you may look at the information in the last page featuring the viewpoints of different marketing managers from
their roles within the company.

The above stated questions and the related answers should be designed as separate
subchapters / sections within the report and will be equally weighted regarding the
grading. Apart from this, the questions are linked and so you will need to work as a
team to deliver your final proposals. As mentioned above, every group member has
to take a leading authorship of ONE of the questions, which should be indicated in
the table of contents.

Again: All questions are to be answered question by question. All of the answers
should each include two sub-sections: a “theory section”, presenting concepts, criteria
or models from the course context or from suitable academic literature sources as a
basis for your analysis and recommendations – as well as a practical “case section”
containing your analysis of the case and suitable recommendations for the company
(based on the concepts presented in the theory section).

Assessment criteria

Students should demonstrate:

• understand and critically apply key concepts and theories in global marketing to
support analysis
• evaluate complex information in a global context and justify recommendations
and proposals
• structure an argument in support of a particular course of action
• reflect on their achievements and personal development

The marking scheme for the group report is as follows:

• Structure, format and presentation of the report including references 20%
• Appropriate and accurate understanding and application
of theory and techniques 40%
• Development and justification of arguments in support of the proposal 40%

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Your report is likely to be between 3000 and a maximum of 6000 words. You should
bear in mind the unwillingness of senior managers in business to read anything which
looks 'wordy', so keep it relevant, not merely weighty. Diagrams, graphs and tabula-
tions break up mass script and are easily assimilated; appendices should be used only
where they add weight to your arguments. All work must be properly referenced.
Please ask your course instructor, if you are unsure about what to do.

You will be asked to sign a group contract to demonstrate your commitment to work as
a team. The report cannot be done by individuals in isolation as decisions and pro-
posals must be coherent and make sense (see appendices for group contract).

You will also take part in peer assessment to reflect individual contributions. Where
this is recognised as equal, each group member will receive equal marks on their
group effort within the grading scheme. If a group member is found to be lacking in
terms of contribution then there is flexibility to modify the individual mark to reflect non
performance within the group effort (see appendix for peer assessment form).

Reflective Statement (5 %)

You will practise reflection every week as part of this module. This may be through
writing your thoughts in class, reflecting on issues for the following week, giving
feedback to your peers, making a presentation, assessing your own strengths and
weaknesses and trying to improve as a result. You will be asked to capture this via a
written learning journal/wiki/blog.

As part of your assignment - up to 5 % of your mark you can earn via the production of
an individual reflective statement, which must be attached to the group report. You
should use your learning log to help you produce the reflective statement. It should
indicate:

• what you have learned about your strengths and weaknesses?

• what you have learned as a member of the team?
• what would you do differently as a result of the team experience?
• how do you think you apply the learning from this experience to your future
working life?

This should take the form of a critical reflection and not just merely a description of the
process.

DEADLINE: Your group report including your reflective statements should be

handed in as pdf-file (or word-file) via email to [email protected] latest
on Sunday December 4th midnight.

Rules on late work and Plagiarism

There are penalties for late work - you should make your self aware of what they are
and also note that plagiarism is a serious breach of assessment regulations.

Minimum mark

An average of 50% is required to pass the module.

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Note on Plagiarism

Your academic performance is assessed on the basis of your own work. Students who
cheat are trying to gain an unfair advantage over other students. These are serious
offences within the University, anyone caught cheating in the exam or during the
coursework may be excluded from their course or even expelled from the entire
programme.

Please refer to the IGC-Quotation Guidelines which you may download in the ICG
learning platform AULIS at: Repository > IGC - International Graduate Center >
General Information from the IGC

Plagiarism is a particular form of cheating and must be avoided. Students who break
the rules will be penalised. It is your responsibility to ensure that you understand
correct referencing practices. As a university level student, you are expected to use
appropriate references and keep carefully detailed notes of all your sources of
material, including any downloaded from the Internet.

8 End of module examination

The end of module is an individual 3 hour closed book examination. There will be a
case study which will be issued in advance of the examination to allow time to analyse
and prepare the case and justify your proposals.

9 Appendices and support materials

Group Contract

Peer Assessment Form

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GROUP ASSIGNMENT – GROUP AGREEMENT

We, the undersigned members of this group, hereby undertake to be bound by the
following agreement, as detailed below:

• To be present and punctual for all group meetings, except where agreed with
the group in advance, or where a documented reason is provided.

• To be well prepared for each group meeting, ensuring that relevant material
required for group activity is adequately researched and delivered.

• To be actively involved in the work of the group by contributing to the best of

our ability.

• To participate fully in the editing, preparation and delivery of the group

presentation and report.

We agree that, if a group member has not complied with any of these undertakings,
this will be modified via the peer assessment form filled in by each group member.
The group mark may then be adjusted to reflect this situation.

We accept that the seminar leader may seek further clarification from any member of
the group including those affected by the pending penalty. We agree to be bound by
the seminar Tutor’s arbitration and final decision in this matter.

Group member’s name (PRINT) Signature

Seminar Tutor: …………………………………………………………………………..

Date: ………………………………………………..

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IMBA14 Global Marketing Strategies

Peer Assessment Form

Group ________________________________

Please rate each of your team members using the grid below. Do not rate yourself.

1 = excellent 2 = very good 3 = good 4 = adequate 5 = poor

Group Member Name:____________________________________________

Criterion 1 2 3 4 5
Research and information gathering
Co-operation within the group
Communication within the group
Quality of individual contribution
Attendance at meetings

Group Member Name:____________________________________________

Criterion 1 2 3 4 5
Research and information gathering
Co-operation within the group
Communication within the group
Quality of individual contribution
Attendance at meetings

Group Member Name:____________________________________________

Criterion 1 2 3 4 5
Research and information gathering
Co-operation within the group
Communication within the group
Quality of individual contribution
Attendance at meetings

Group Member Name:____________________________________________

Criterion 1 2 3 4 5
Research and information gathering
Co-operation within the group
Communication within the group
Quality of individual contribution
Attendance at meetings

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