Instructors:	Dr. Elisabeth Götze
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%)
100-89% - 1
88-76% - 2
75-63% - 3
62-50% - 4
below 50% - failed

Miscellaneous

All information subject to change!

Day	Date	Time	Room
Wednesday	10/13/10	09:00 AM - 12:30 PM	SR A208 (UZA 4)
Wednesday	10/20/10	09:00 AM - 12:30 PM	SR A208 (UZA 4)
Wednesday	10/27/10	09:00 AM - 12:30 PM	SR A208 (UZA 4)
Wednesday	11/03/10	09:00 AM - 12:30 PM	SR A208 (UZA 4)
Wednesday	11/10/10	09:00 AM - 12:30 PM	SR A208 (UZA 4)
Wednesday	11/17/10	09:00 AM - 12:30 PM	SR A208 (UZA 4)
Wednesday	12/01/10	09:00 AM - 12:30 PM	SR A208 (UZA 4)
Wednesday	12/15/10	11:00 AM - 12:30 PM	H 2.28 (C)

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	Contents
1	Introduction to the Course Globalization and International Trade PEST analysis
2	Emerging Markets International Marketing Research Market Selection
3	Entering Global Markets Group Project: Progress Presentations Part I
4	Global Products & Services Group Project: Progress Presentations Part II
5	Global Pricing & Global Distribution
6	Global Communications
7	Group Project: Final Presentations
8	Exam

Hollensen, Svend: Global Marketing: A Decision-Oriented Approach, Financial Times Prentice Hall, 5th, 2010; Content relevant for class examination: Ja; Content relevant for degree examination: Nein; Recommendation: Stark empfohlen (aber nicht absolute Kaufnotwendigkeit)