This International Marketing Management Elective aims to develop strategic thinking in a global marketing context. It will provide an opportunity to sharpen your verbal and written communication skills. Utilizing a teaching approach that mixes lectures, group workshops, and a computer simulation, you will learn key concepts and tools used in developing global marketing entry and expansion strategies.

During the elective, you will develop a regional market entry and expansion strategy for Asia. You will simulate seven trading years and the results you achieved will count towards your final grade. To be able to play the Country Manager simulation and to draft an initial market entry and expansion strategy, it is necessary to register for the simulation before the start of the elective. The instructors will post a guide on how to register on learn@wu approximately two weeks prior to the start of the elective.

By the end of this course students should be able to:

· Appreciate critical decisions in international marketing

· Identify key concepts of marketing strategy in a global environment

· Use appropriate tools for the development of global marketing entry and expansion strategies

Teaching approach for this elective consists of a mix of lectures, group workshops and a computer simulation game.

Grading:

· Self-administered quiz on the mechanics of the simulation - individual test        5%

· Group presentation on the intended strategy for the Country Manager simulation       20%

· Group results on in-class workshop                                                                     10%      

· Country Manager: group performance in simulation                                            40%

· Country Manager: insights from the simulation (retrospective group task)          15%

· Peer evaluation                                                                                                       10%

A number of tasks need to be performed in study groups (see also below). The instructors will decide on the size and membership of each group

Essential Preparation

Prior to the first session, you will need to register for the Country Manager simulation and access the case material and country information online. Information on how to register the simulation game will be send out to your student email account by a member of the Interpretive Solutions company a week prior to the start of the elective.

Please check your student email inbox (hxxxxxxx@wu.ac.at)!

After you have registered on-line, each individual student should carefully read the Country Manager case and take the self-guided quiz on how the simulation operates.

You can reach the lecturer via email: aikaterini.makri@wu.ac.at