Syllabus

Title

0616 International Marketing and Management II: International Marketing A

Instructors

ao.Univ.Prof. Dr. Barbara Stöttinger

Contact details

barbara.stoettinger@wu.ac.at

Type

Weekly hours

Language of instruction

Englisch

Registration

09/16/16 to 10/02/16
Registration via LPIS

Notes to the course

Subject(s) Bachelor Programs

International Marketing and Management II

Dates

Day	Date	Time	Room
Tuesday	10/11/16	03:30 PM - 05:00 PM	TC.4.17
Thursday	10/13/16	03:00 PM - 06:00 PM	TC.3.07
Tuesday	10/18/16	03:30 PM - 06:30 PM	D1.1.078
Thursday	10/20/16	04:30 PM - 07:30 PM	TC.5.18
Thursday	11/03/16	05:30 PM - 08:30 PM	D5.1.004
Tuesday	11/08/16	03:30 PM - 06:30 PM	D4.0.127
Tuesday	11/15/16	05:00 PM - 08:00 PM	TC.5.04
Thursday	11/17/16	03:00 PM - 07:00 PM	D5.0.002

On this page:

Contact details
Contents
Learning outcomes
Teaching/learning method(s)
Assessment
Prerequisites for participation and waiting lists
Recommended previous knowledge and skills
Availability of lecturer(s)
Other
Readings
Unit details

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Contents

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

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Learning outcomes

Students will learn how to ...

evaluate core concepts in international marketing for their applicability to managerial challenges across industries and countries
assess the value of emerging concepts for the overall international marketing framework
learn to apply key concepts in international marketing to specific company/market situations
identify research methods to solve specific challenges in international marketing through relevant secondary data sources
structure and restate complex international marketing challenges
gather and filter information efficiently and effectively on a specific research topic
learn to organize teamwork efficiently and effectively
reflect on others' and one's own role in a team
evaluate the individual learning and development progress
develop critical thinking
defend developed arguments orally and in writing
structure material in to a coherent line of arguments and present it in a concise way
not only learn how to communicate information, but also develop creative ideas to get the message across

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Teaching/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)

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Assessment

The final grade consists of the following components:

Individual Work:

Participation 10%
Peer Review 5%
Exam 40%
Article Review 15%
Individual Learning Diary - needs to be submitted to receive a grade

Group Work:

Case Part I 10%
Case Part II 10%
Distribution Jigsaw 10%

Grading Scheme (Total 100pts):

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

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Prerequisites for participation and waiting lists

tbd

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Readings

Author: Hollensen, Svend

Title:

Global Marketing: A Decision-Oriented Approach

Publisher: Financial Times Prentice Hall
Edition: 6th
Year: 2014
Content relevant for class examination: Yes
Content relevant for diploma examination: No
Recommendation: Strongly recommended (but no absolute necessity for purchase)
Type: Book

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Recommended previous knowledge and skills

Students who choose to take this course should display a strong interest in marketing and its international application. Prior knowledge in marketing (e.g., basic marketing course) will support learning in this coures, as the basics of marketing will not be reviewed in detail.

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Availability of lecturer(s)

Individual appointments to be arranged via e-mail (barbara.stoettinger@wu.ac.at)

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Other

THIS COURSE IS EQUIVALENT TO OTHER COURSES IN INTERNATIONAL MARKETING AT THE WU. PLEASE MAKE SURE TO REGISTER FOR ONE OF THESE ONLY. MOREOVER, THERE ARE OVERLAPS WITH 'WAHLBLOCK KURS II - INTERNATIONAL BUSINESS'.

Regular attendance in the class is mandatory, particularly in the first session, as groups will be formed etc. All information subject to change!

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Unit details

Unit	Date	Contents
1	11.10.2016	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 firms can analyse foreign markets across different dimension that are of importance to international marketing (e.g., PEST analysis) how market selection can be carried out in a systematic way Background reading: Chapters 1, 2, 6, 7, 8
2	13.10.2016	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 marketing to the "Bottom-of-the-Pyramid" Assignment due for this session: Article Reviews Chironga, M.; Leke, A.; Lund, S.; Wamelen van, A. (2001): Cracking the Next Growth Market: Africa, Harvard Business Review, May, 117-122 Rangan, K.V.; Chu, M.; Petkoski, D. (2011): Segmenting the Base of the Pyramid, Harvard Business Review, June, 113-117 Winter, A., Govindarajan, V. (2015): Engineering Reverse Innovations, Harvard Business Review, July-August, 81-89 Kumar, N.; Steenkamp, JBEM. (2013) Diaspora Marketing, Harvard Business Review, October, 127-131 Further instructions for this assignment are provided on learn@wu and in the slide pack.
3	18.10.2016	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 firms develop successful segmentation schemes Background Reading: Chapters 9-12 Assignment due for this session: Case Study Part I: Unilever in Brazil Further instructions for this assignment are provided on learn@wu and in the slide pack.
4	20.10.2016	In this session, students will learn about ... how and when companies may establish a global positioning approach current approaches to international market segmentation 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 how product and promotion have to go hand in hand internationally Assignment due for this session: Article Review Patterson, Paul G. ; Scott, Jane ; Uncles, Mark D, 2010. How the local competition defeated a global brand: The case of StarbucksAustralasian Marketing Journal (AMJ), 2010, Vol.18(1), pp.41-47 Further instructions for this assignment are provided on learn@wu and in the slide pack. Background Reading: Chapter 14
5	3.11.2016	In this session, students will learn about ... how to develop an integrated marketing communication strategies whether and how firms standardize or differentiate their communication activities different tools in international marketing communication Background reading: Chapter 17 Guest Speaker: Mag. Gerold Idinger, Category Marketing & Strategy Lead Home & Personal Care Unilever Austria
6	8.11.2016	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 distribution jigsaw Background reading: Chapter 16 Assignment due for this session: Distribution Jigsaw Further instructions for this assignment are provided on learn@wu and in the slide pack.
7	15.11.2016	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.) Assignment due for this session: Case Study Part II: Unilever in Brazil Further instructions for this assignment are provided on learn@wu and in the slide pack.
8	17.11.2016	In this session, students will learn... to apply their international marketing knowledge and skills to a real-life case study Co-Instructor: Mag. Janina Reitschmied, L'Oréal Further instructions will be provided during the session.

Last edited: 2016-10-09

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