This course will cover the following topics:

• The reality of a global market place
• Markets in different stages of development: from economically developed to emerging and bottom-of-the-pyramid markets
• Assessing the international environment across markets (e.g., PEST)
• Market assessment and selection
• Market entry alternatives
• Global Market Segmentation - Targeting - Positioning
• The Global Marketing Mix
• Balancing standardization vs. adaptation of the global marketing mix
• Contemporary topics in global marketing.

The course "Foundations in International Marketing Management" is closely linked to the course "Applications in IMM". While the "Foundations" course will provide the students with a fundamental understanding of key challenges and concepts in global marketing, these concepts will be applied in the "Applications" course using a computer-based international marketing simulation.

Students will learn how to ...

• Evaluate core concepts in international marketing and assess their applicability to managerial challenges across industries, markets, and countries.
• Critically assess the contribution of emerging concepts and developments to the broader international marketing framework.
• Apply key international marketing concepts to specific company, industry, and market situations.
• Identify and utilize appropriate research methods and relevant secondary data sources to address international marketing challenges.
• Analyze, structure, and reformulate complex international marketing problems into manageable and actionable issues.
• Gather, evaluate, and filter information efficiently and effectively on specific research topics.
• Organize and manage teamwork in an efficient, collaborative, and goal-oriented manner.
• Develop critical thinking and analytical problem-solving skills.
• Construct, articulate, and defend arguments effectively in both oral and written forms.
• Synthesize information into coherent, evidence-based arguments and communicate them concisely and persuasively.
• Develop creative approaches to communicate ideas, insights, and messages effectively to the audience.

This course will be conducted in person. Students may miss one session (up to 3 hours) without providing justification. Missing more than 3 hours will result in a failing grade for the course.

Attendance is mandatory for sessions in which active participation contributes to the course assessment (e.g., fishbowl discussions, jigsaw activities, presentations). Students who are absent from these sessions will receive zero points for the respective assessment component.

The first session (October 1) is mandatory. Students who do not attend the first session will be automatically deregistered from the course.

• Lectures
• Case Studies
• Interactive in-class discussions
• Teamwork (incl. presentations, in-class exercises)

Use of AI Tools:

AI tools may be used to support research on specific topics (e.g., for the Global Communications Project). However, they may not be used to generate, develop, or substantially modify the content of written assignments (e.g., written texts, reflections, or other submitted work).

If you use AI tools at any stage of an assignment, please include a brief statement indicating which tool(s) you used and how they contributed to your work. Transparency regarding AI use is required, as all submitted assignments will be checked for plagiarism and the use of AI-generated content.

Literature for WS 2026/27

Textbook
Hollensen, S., & Bogdanovic, A. (2025). Global Marketing (9th ed.). Pearson.

Additional Readings
Ghemawat, P. (2016). People are angry about globalization. Here’s what to do about it. Harvard Business Review, 4.
https://hbr.org/2016/11/people-are-angry-about-globalization-heres-what-to-do-about-it?autocomplete=true

Ghemawat, P. (2017). Globalization in the age of Trump. Harvard Business Review, 95(4), 112-123.
https://hbr.org/2017/07/globalization-in-the-age-of-trump 

Levitt, T. (1983). The globalization of markets. Harvard Business Review, May-June 1983, 92-102.
https://hbr.org/1983/05/the-globalization-of-markets?autocomplete=true

Ashraf, M., Castagnino, T., Mathew, G. (2026). For Multinational Companies, Localization Matters More Than Ever. Harvard Business Review, January 26, 2026, digital article.
https://hbr.org/2026/01/for-multinational-companies-localization-matters-more-than-ever?autocomplete=true

The final grade for this course is composed of the following individual and group assessment components:

Individual Work:

• Article Review: 20% (10% written review + 10% in-class activity)
• Participation: 10%
• Final Exam: 30%

Group Work:

• Distribution Jigsaw 20%
• Global Communications Project: 20%

Grading Scheme (Total 100pts):

• 100-90 pts - 1
• 89-80 pts - 2
• 79-70 pts - 3
• 69-60 pts - 4
• below 60 - failed

An obligatory entry test (in English) is required for participation in this course. Students who do not pass the entry test will not be admitted to the course and will be deregistered.

Registration for the exam: details are available at: Entry Exam - Bachelor - For Students

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ilona.szoecs@wu.ac.at

•       Regular attendance is mandatory.
• Groups have now been created. Please check Canvas to see which group you belong to.
• In preparation for the first session, please read Chapter 1 of the textbook.
• All information is subject to change!