Over the past years, Central and Eastern European countries promised attractive market growth areas for many companies. Thus, the region has attracted a great deal of attention from foreign investors. Today's challenges are to develop effective global, regional and country strategies for CEE as a region and for its individual countries. Within this block seminar, students will experience the opportunities and challenges within this highly dynamic and attractive region and learn how to balance the spread between localization and globalization of marketing strategies. The block seminar will blend academic perspectives with corporate experience to provide well-rounded insights into a timely business topic.

The aim of this seminar is to provide students with a profound understanding of the opportunities and challenges marketers face in the vibrant and dynamic environment of CEE markets. In particular, we will highlight similarities and differences between markets, look into the challenges that marketers face in different product areas. We will integrate perspectives of international companies entering these markets and local companies responding to international competition. Through participating in the seminar the students will - learn to understand the basic challenges of marketing products and services in CE - gain a better understanding of marketing-related trends in these markets - implement the knowledge gained in a real-life group project.

The course integrates various teaching methods such as theory lectures, discussions, company visits and a group project. Substantial classroom discussion is encouraged and expected. All students are required to work on the group project during the seminar. In addition, there will be a written exam on Monday, September 13th (one hour) covering the readings provided in the reading pack.

Students will be assessed on their: - Ability to understand the strategic issues related to marketing initiatives in the CEE region. - Active participation in class - The quality of the project work and presentation, as well as the exam - by quality in this context we mean the clarity and persuasiveness of each bit of the work. - Ability to work in teams. Students failing to participate in their teams will lose the mark for that piece of work. The final grade will be based on: Individual Assessment • written exam on Monday 25% • participation and active involvement in class 10% • peer review 15% Group assessment • presentation of the group project 50% The following evaluation scheme is applied: Grade Points 1 > 90 2 89-75 3 74-65 4 64-51 Failed 50 and below

For questions on the content of teaching of the Block Seminar, please contact Prof. Barbara Stöttinger (barbara.stoettinger@wu.ac.at ). For questions concerning the administrative issues of the Block Seminar, please contact Susanne Krieber (susanne.krieber@wu.ac.at).

Please be aware of the fact that there will be an exam at the first day of the block seminar. A relevant reader will be passed on to you by the CEMS office at the beginning of August. ALL INFORMATION SUBJECT TO CHANGE!!!!

Unit	Date	Contents
1	12.9.2011	9:00 - 10:00 EXAM 10:30 - 12:30 Welcome session (official welcome, group formation and assignment; Stöttinger, Bauer) • Introduce the professors and the course format • Outline and introduction of the group project 12:30 - 14:00 Lunch Break 14:00 - 16:00 Market Environment in CEE – Prof. Bauer Topics to be covered: • CEE as a region of different country clusters • Marketing challenges in transitional economies • How to select a market/markets in the region 16:30 - 18:30 Panel discussion with B2C companies doing business in CEE 19:00 - Networking with CEMS Student Club
2	13.9.2011	9:00 - 12:00 The Challenges of International Market Research with a focus on CEE Markets Topics to be covered: - How to do market research in an international environment, specific challenges in CEE - Where to find useful information on marketing-relevant issues - How to design a market research project for market-related topics - Useful data sources for the group project (at WU and outside) Guest Speaker - Mag. Tobias Schediwy - General Manager Consumer Tracking CEE at GfK Austria 12:00 - 13:30 Lunch break How to “survive” against international competition in the home market – Prof. Lewandovska Topics to be covered: - Business Models of local firms to survive international competition with a special focus on Poland - Selected case studies Free Evening
3	14.9.2011	9:00 - 12:00 Marketing Strategies of in CEE markets – challenges, experiences and key success factors – Prof. Král Topics to be covered: • How do “traditional marketing textbook approaches” work in a dynamic market environment like CEE countries • Key strategic marketing challenges will be covered such as selecting suitable target groups, branding strategies, designing an appealing product portfolio, integrated communications, pricing and distribution plans • With a focus on the Czech market 12:00 - 13:00 Lunch break 13:00 - 17:00 Team-work on the group project
4	15.9.2011	9:00 - 15:00 Company Visit (outside Vienna) late afternoon Team-work on the group project Free evening
5	16.9.2011	9:00 - 13:00 Final Presentations of group projects 13:00 - 14:00 Lunch break 14:00 - free afternoon 19:00 Gala Dinner