Syllabus

Title
1641 International Marketing and Management II: International Marketing C
Instructors
Dipl.-Ing. Ilona Szöcs, M.Sc.Ph.D.
Contact details
ilona.szoecs@wu.ac.at, imm@wu.ac.at
Type
PI
Weekly hours
2
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
Wednesday 10/05/16 09:30 AM - 11:00 AM TC.4.16
Wednesday 10/12/16 09:30 AM - 12:30 PM D1.1.074
Wednesday 10/19/16 09:30 AM - 12:30 PM D1.1.074
Wednesday 11/02/16 09:30 AM - 12:30 PM D1.1.074
Tuesday 11/08/16 09:30 AM - 12:30 PM EA.5.044
Wednesday 11/09/16 09:30 AM - 12:30 PM D1.1.074
Wednesday 11/16/16 09:30 AM - 12:30 PM D1.1.074
Wednesday 11/23/16 09:30 AM - 12:30 PM D1.1.074

On this page:

to top
Contents

 This course will cover the following topics:

  • The reality of a global marketplace
  • 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 entry alternatives
  • Market breakdown, operating figures
  • The global marketing mix
  • Global market segmentation - targeting - positioning
  • Product, pricing, and distribution decisions
  • Global communication strategies
  • Balancing standardization vs. adaptation of the global marketing mix
  • Contemporary topics in global marketing (e.g. online marketing) and the future of marketing
to top
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
  • apply key concepts in international marketing to specific company/market situations
  • identify, 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
  • communicate information and to develop creative ideas to get the message across
to top
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), presentations and various forms of teamwork. If possible, guest speakers will be invited to interact with the class on a marketing topic.

to top
Assessment

The final grade consists of the following components:

Individual Work:

  • Exam 40%
  • Participation and in-class activities 20%
  • Article Review 5%
  • Peer Review 5%

Group Work:

  • Case Report 10%
  • Distribution Jigsaw 10%
  • Pitching Project 10%

Grading Scheme (Total 100 pts):

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

to top
Prerequisites for participation and waiting lists

For participants of the Cross-Functional Management Program and WU-incomings only

For questions concerning enrolment and waiting lists please contact the Coordinator of the Cross-Functional Management Programme at cfm@wu.ac.at

All students must attend the first class!
to top
Readings
1 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
to top
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 course, as the basics of marketing will not be reviewed in detail.
to top
Availability of lecturer(s)

DI Ilona Szöcs, M.Sc., Ph.D.: Ilona.Szoecs@wu.ac.at

For administrative matters and registration please contact cfm@wu.ac.at

to top
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 is mandatory, particularly in the first session, as groups will be formed. Students who miss the first session will be automatically deregistered from this course. Participants may miss one session (except session 1) at most. Absences will affect class participation and assignments negatively.

All information subject to change!


to top
Unit details
Unit Date Contents
1 05.10.2016

In this session, students will learn about ...

  • the course structure, key milestones and assignments will be discussed in detail
  • the basic principles of international marketing
  • how globalization affects firms and how they can benefit from globalization
  • how market selection can be carried out in a systematic way

Background reading: Chapters 1 & 2

In-class team activity: Team formation
2 12.10.2016

In this session, students will learn about International Marketing Strategy.

  • how to analyze foreign markets across different dimensions that are of importance to international marketing (e.g., PEST analysis)
  • different types of international markets
  • how international marketing activities differ in developed versus emerging markets (EM)
  • best practices of multinational companies for EM
  • poverty as a market opportunity and marketing to the "Bottom-of-the-Pyramid"
  • political and economic risks during market expansion

Case Reading:  AJE Group - Big Cola in Thailand

Background reading: Chapters 6, 7 and 8.

Guest Speaker: Prof. Vivian Strehlau, Escola Superior de Propaganda e Marketing, Brazil 

    3 19.10.2016

    In this session, students will learn about approaches to the choice of market entry modes:

    • different entry modes that firms can use to enter a foreign market (export modes, intermediate entry modes, hierarchical modes)
    • how to evaluate the different entry modes and how to select the most appropriate one
    • advantages and disadvantages of entry modes

    Background Reading: Chapters 9-12, Case study 11.1 p. 392-394

    Team Activity during class session.
    4 27.10.2016

    In this session, students will learn about ...

    • how to develop an integrated marketing communication strategy
    • whether and how firms standardize or differentiate their communication activities
    • different tools in international marketing communication
    • corporate social responsibility as part of communication strategies

    Background reading: Chapters 4 and 17.

    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 Starbucks Australasian Marketing Journal (AMJ), 2010, Vol.18(1), pp.41-47

      Further instructions for this assignment are provided on learn@wu. Please print your article review and bing it to class.
      5 02.11.2016

      In this session, students will learn about innovative e-commerce food start-up.

      Guest speaker: Mag. Thomas Gigl, Senior Brand Manager, Henkel Central Eastern Europe GmbH
      6 09.11.2016

      In this session, students will learn about strategic decisions.

      • evaluation of market segments at different levels (geographic and end users)
      • redefining target markets and the role of end user demand
      • pricing, promotion and sales decisions
      • 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: Chapters 14, 15 and 16

      Case Discussion: Donnie GmbH

      In-class team activities and in-class Quicktest.

      Assignments due for this session:

      Case Analysis on Donnie GmbH as a group paper

      Distribution Jigsaw

      Further instructions on these assignments are provided on learn@wu. Please see the Distribution Jigsaw Instructions in the File Storage!
      7 16.11.2016

      In this session students will learn about new opportunities & trends in Global Online Marketing Distribution:

      • What has changed over the last 10 years, what are the main trends in 2016 and beyond and why are they significant?
      • What opportunities do arise for small and large companies?
      • What threats worry traditional incumbents?
      • Transmedia Marketing, SEO, SEA, Distribution Platforms, Content Marketing, e-commerce, and many more

      Learnings and best practice from Mag. Bernhard Hötzl (former CMO/CEO at 123people, serving 50 Million Unique Visitors per month, currently Co-CEO and Co-Founder of kompany.com)

      Assignment due this session:

      Pitching Project (group presentations)
      8 23.11.2016 FINAL EXAM
      Last edited: 2016-10-04



      Back