Instructors:	ao.Univ.Prof. Dr. Barbara Stöttinger
Type:	PI
Weekly hours:	2
Members (max.):	15
Registration period:	09/28/10 to 10/03/10

Class objective(s) (learning outcomes)

After this course, students will have improved in
• structuring complex international marketing topics.
• conducting research to solve specific challenges in international marketing through relevant secondary data sources
• Gathering and filtering information efficiently and effectively on a specific research topic
• organizing teamwork including presentation skills.
• shifting material quickly and efficiently, to structure it into a coherent argument and to present it in a concise way.
• developing critical thinking and defending their developed arguments in written format

Prerequisites according to degree program

tbd

Teaching and learning method(s)

Within this course, a variety of didactic elements are utilized to facilitate the successful completion of learning outcomes outlined above. The course is delivered as a mix of lectures covering theoretical concepts and their application, as well as case studies (prepared at home and in-class, individually and in group work, discussed in class). A key element in the course delivery is the semester project, which allows for an immediate transfer of theoretical knowledge to a practical international marketing challenge. Within their group, students develop a fully-fledged market entry strategy, where they learn to apply their knowledge hands-on. Their work is supported throughout the semester by the principal lecturer and a student tutor to optimize learning and results. In the final session, the projects will be presented (further detail see relevant section)

In case of restricted admission; selection criteria

tbd

Criteria for successful completion

The final grade consists of the following components:

Individual-level:

• Participation (10%)
To reward students for actively participating in the course, 10% of the grade is devoted to this. Participation is evaluated on activity during the session (participating in discussions, raising interesting issues etc.). Recognizing the fact that this course is a learning environment, questions/answers are not based on whether they are right or wrong, but meaningful, inspiring and thought provoking for the group overall.

• Exam (50%)
At the end of the course, the knowledge acquired is tested within an exam. The exam contains mini-essay questions which test how well students can apply the knowledge acquired to practical international marketing challenges.

Group-level:

• Group Project (10% for progress presentation, 20% for final presentation)
The objective of this project is to provide students with experience in developing a strategic marketing plan for introducing a product into a foreign market. The project allows for applying the theoretical knowledge acquired in the theory sessions, within the reading material as well as the learning from corporate events on a real-life challenge.

In the first session, students will be provided with brief introduction into the project description. The task is to evaluate two to three markets for a product and prepare a marketing plan for market entry. Students may choose B2C products (e.g., food, beverages, FMCG, etc.) or B2B products. They are expected to utilize data resources available on the Internet and from the WU digital library as well as other sources to substantiate the analysis and recommendations.

The group project has to cover
o    PEST analysis
o    Country selection (1 out of 2-3)
o    Market segmentation and selection of relevant target segment
o    Marketing-mix
o    Budget estimate
o    Organizational structure

After the first half of the group project work, the students present the analysis part of their market entry strategy; in a second presentation at the end, they present the revised analysis and the recommendations.

The teams consist of 4-5 students and will be supported by the student tutor in where to find relevant information, to shift and organize material in the right manner. The core supervision is done by the instructor.

• Peer Review (10%)
On an individual basis, group members are asked to evaluate the contribution of fellow group members to the work process (in terms of contributing to the content but also to workflow issues).

Grading Scheme (Total 100 pts)

100-89 pts - 1
88-76 pts - 2
75-63 pts - 3
62-50 pts - 4
below 50 - failed

Availability of instructor(s) for contact by students

During office hours on Wednesdays 10:00 - 12:00 and via e-mail (mailto:barbara.stoettinger@wu.ac.at)

Miscellaneous

All information subject to change!

Day	Date	Time	Room
Tuesday	10/12/10	01:00 PM - 04:00 PM	H 2.18 (A)
Thursday	11/04/10	08:30 AM - 11:30 AM	H 2.22 (B)
Tuesday	11/09/10	01:00 PM - 04:00 PM	H 2.18 (A)
Friday	11/12/10	11:30 AM - 01:30 PM	SR 5.47 (C)
Tuesday	11/23/10	01:00 PM - 03:30 PM	H 2.18 (A)
Tuesday	11/30/10	01:00 PM - 04:00 PM	H 2.18 (A)
Tuesday	12/07/10	01:00 PM - 04:00 PM	SR 5.48 (D)
Wednesday	12/15/10	09:00 AM - 12:00 PM	H 2.18 (A)

In completing this course, students will be able to:

• Realize the challenges a global company is facing in an international market environment and ways it can deal with them
• Understand key theoretical concepts in international marketing
• Utilize these concepts in a correct manner to solve managerial challenges in international marketing and management in various formats (mini-case studies, case studies, real-life challenges)

Unit	Date	Contents
1	12.10.2010	In this session, students will learn about ... - the course structure, key milestones and assignments will be discussed in detail - how globalization affects firms and how they can benefit from globalization within their business - how academic research is explaining internationalization through selected theories on the Internationalization of Firms - how firms can analyse foreign markets across different dimension that are of importance to international marketing (e.g., PEST analysis) Background reading: Chapters 1, 3, 6, 7
2	4.11.2010	In this session, students will learn about ... - how emerging markets differ from economically advanced markets - how international marketing activities differ in EM - the future role of emerging markets in the global economy Guest Speaker: Dr. Lothar Stadler, Plasser & Theurer Background reading: Chapter 8
3	9.11.2010	In this session, students will learn about ... - different entry modes that firms can use to enter a foreign market - how to evaluate the different entry modes and select the most appropriate one for the company situation - the process of segmentation and targeting in the international environment - how and when companies may establish a global positioning approach Background reading: Chapter 9-12
4	12.11.2010	In this session, students will learn about ... - the role of national, international and global brands - the development of an international product portfolio - brands vs. counterfeits in the international market place - how to market services in the international environment Background reading: Chapter 14
5	23.11.2010	In this session, students will learn about ... - how product and promotion have to go hand in hand internationally - how to develop an integrated marketing communication strategy - whether and how firms standardize or differentiate their communication activities - different tools in international marketing communication Background reading: Chapter 17 GUEST SPEAKER: Mag. Isabelle Emrich, L'Oréal
6	30.11.2010	In this session, students will learn about ... - the role of distribution in international marketing - how international distribution systems can be designed - which activities international marketers have to carry out to manage the distribution system Background Reading: Chapter 16
7	7.12.2010	In this session, students will learn about ... - the importance of pricing in international markets - the different pricing approaches that companies can use in international markets - special issues in international pricing (e.g., price escalation, gray markets, transfer pricing etc.) Background reading: Chapter 15 Presentations Group Project Part I
8	15.12.2010	Presentations Group Project Part II EXAM

Hollensen, Svend: Global Marketing: A Decision-Oriented Approach, Financial Times Prentice Hall, 4th, 2007; Content relevant for class examination: Ja; Content relevant for degree examination: Nein; Recommendation: Stark empfohlen (aber nicht absolute Kaufnotwendigkeit)