Global Marketing Strategy
Objectives
This course aims to provide students with an understanding of global marketing strategy, more specifically, how to design,
develop and deploy effective and efficient marketing programmes on a multi-market or global scale. It covers three topics:
(1) international expansion, including objectives, business model, company readiness, market selection and entry mode; (2)
global marketing, including the specificities of the marketing function (i.e. consumer understanding, segmentation,
targeting, positioning, branding, marketing mix and organisation) in companies operating in multiple markets and/or
considering cross-border expansion; and (3) market dynamics, including the role of emerging markets as source of both
sales growth and new global companies, the characteristics of companies that are born global and/or manage to establish a
dominant global presence, as well as future perspectives for globalisation
General characterization
Code
67954
Credits
2
Responsible teacher
António Marinho Dias Torres Neto
Hours
Weekly - Available soon
Total - Available soon
Teaching language
English
Prerequisites
N/A
Bibliography
• Paillasse International SA: Global Market Selection. Ivey 2017 (W17198).
• Colgate-Palmolive: Staying Ahead in Oral Care. HBS 2011 (9-311-120).
• Natura: Expanding Beyond Latin America. INSEAD 2006 (INS474).
• Uber and the Sharing Economy: Global Market Expansion and Reception. WDI 2016 (W04C79).
Notes and articles:
• Ghemawat, Pankaj (2001). Distance Still Matters: The Hard Reality of Global Expansion. HBR (R0108K).
• Holt, Douglas; Quelch, John; Taylor, Earl (2004). How Global Brands Compete. HBR (R0409D).
• Hennessy, Julie; Leininger, Eric; Meagher, Evan (2012). Global Brand Management. Kellogg (KEL696).
• Jones, Geoffrey (2012). The Growth Opportunity That Lies Next Door. HBR (R1207P).
• Kerr, William (2016). Harnessing the Best of Globalization. SMR (SMR574).
Teaching method
This course is delivered through a three-pronged approach: (1) theory: concepts and frameworks on international
expansion, global marketing, and market dynamics provide a shared basis for a structured understanding of the topic; (2)
case studies: group reports, presentations and class discussion of relevant case studies and other examples enable a more
concrete view of the topic; and (3) group project: development and presentation of a global marketing programme (e.g.
market-entry plan) for a company chosen by each group enable a hands-on approach to the topic.
Evaluation method
This course is delivered through a three-pronged approach: (1) theory: concepts and frameworks on international
expansion, global marketing, and market dynamics provide a shared basis for a structured understanding of the topic; (2)
case studies: group reports, presentations and class discussion of relevant case studies and other examples enable a more
concrete view of the topic; and (3) group project: development and presentation of a global marketing programme (e.g.
market-entry plan) for a company chosen by each group enable a hands-on approach to the topic.
Subject matter
Discuss efforts to construct “rules of the game” for the global economy. In particular we will examine contemporary debates
and controversies surrounding financial markets, intellectual property rights, trade policies and labor and environmental
standards.
Analyze how the environment for business varies around the world, including what this means for business people and
policy makers.
Develop conceptual tools and frameworks that help make sense of our increasingly global and complex world.