Syllabus

Title
5484 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
02/17/17 to 02/27/17
Registration via LPIS
Notes to the course
Subject(s) Bachelor Programs
International Marketing and Management II
Dates
Day Date Time Room
Thursday 03/16/17 03:00 PM - 05:00 PM D5.1.004
Thursday 03/23/17 03:00 PM - 06:00 PM D3.0.222
Thursday 03/30/17 03:00 PM - 06:00 PM D4.0.144
Thursday 04/06/17 03:15 PM - 06:00 PM D3.0.222
Thursday 05/04/17 03:15 PM - 06:00 PM D3.0.222
Thursday 05/11/17 03:00 PM - 06:00 PM D4.0.019
Thursday 05/18/17 09:00 AM - 01:00 PM D5.0.002
Wednesday 05/24/17 05:00 PM - 07:00 PM TC.5.13

On this page:

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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 (PEST analysis)
  • Market entry alternatives
  • Market breakdown, operating figures
  • The global marketing mix
  • Global market segmentation - targeting - positioning
  • Product, pricing, and distribution decisions
  • Global communication strategies and corporate social responsibility
  • Balancing standardization vs. adaptation of the global marketing mix
  • Contemporary topics in global marketing (e.g. online marketing) and the future of 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
  • 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
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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, presentations and various forms of teamwork. If possible, guest speakers will be invited to interact with the class on a marketing topic.

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Assessment

The final grade consists of the following components:

Individual Work:

  • Exam 40%
  • Participation and in-class activities 15%
  • Peer Review 5%

Group Work:

  • Poster 10%
  • Pricing Jigsaw 10%
  • Pitching Project 20%

Grading Scheme (Total 100 pts):

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

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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!
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Readings
1 Author: Hollensen, Svend
Title: Global Marketing

Publisher: Pearson
Edition: 7th
Year: 2017
Content relevant for class examination: Yes
Content relevant for diploma examination: No
Recommendation: Essential reading for all students
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 course, as the basics of marketing will not be reviewed in detail.
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Availability of lecturer(s)

Dipl.- Ing. Ilona Szőcs, M.Sc., Ph.D.: Ilona.Szoecs@wu.ac.at

For administrative matters and registration please contact cfm@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 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!


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Unit details
Unit Date Contents
1

In this session, students will learn about ...

  • the course structure, key milestones and assignments
  • 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

Reading: Chapters 1 & 2

In-class team activity: Team formation
2

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
  • market research methods

Readings:  AJE Group - Big Cola in Thailand Case (see "Files Storage" on Learn@WU); Chapters 5, 6, 7 and 8.

    3

    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

    Readings: Chapters 9-12; Case study 11.7, p. 412-415

    Team Activity during class session.
    4

    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

    Readings: Chapter 17 and from Chapter 4 part 4.6

    Assignment due for this session: Poster

      Further instructions for this assignment are provided on Learn@wu. Please print your poster and bring to class.
      5

      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

      Readings: Chapter 14; Donnie GmbH Case (see "File Storage" on Learn@WU)

      In-class activity: Case Discussion - Donnie GmbH

      Assignment: In your group, discuss the case and decide what strategy should the company pursue.
      6

      In this session, students will learn about international pricing stretegies.

      • international vs domestic pricing strategies
      • factors influencing international pricing decisions
      • strategies for pricing a new product
      • terms of sale, delivery, and payment
      • export financing

      Reading: Chapter 15

      In-class team activity: Quicktest

      Assignment due for this session: Pricing Jigsaw

      Further instructions on this assignment are provided on Learn@WU. Please see the File Storage.
      7

      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 FINAL EXAM
      Last edited: 2017-03-18



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