Syllabus

Title
5324 International Marketing and Management II: International Marketing C
Instructors
Dipl.-Ing. Ilona Szöcs, M.Sc.Ph.D.
Type
PI
Weekly hours
2
Language of instruction
Englisch
Registration
02/19/18 to 02/27/18
Registration via LPIS
Notes to the course
Subject(s) Bachelor Programs
Dates
Day Date Time Room
Wednesday 03/07/18 10:00 AM - 12:00 PM TC.5.03
Wednesday 03/14/18 02:00 PM - 05:00 PM D2.0.392
Wednesday 03/21/18 02:00 PM - 05:00 PM D2.0.392
Wednesday 04/11/18 02:00 PM - 05:00 PM TC.5.18
Wednesday 04/18/18 02:00 PM - 05:00 PM D2.0.392
Wednesday 04/25/18 02:00 PM - 05:00 PM D2.0.392
Wednesday 05/02/18 12:30 PM - 04:30 PM TC.4.03
Wednesday 05/09/18 02:00 PM - 04:30 PM TC.5.15
Contents

 This course will cover the following topics:

  • The reality of a global marketplace
  • Assessing the international environment across markets (PEST analysis)
  • Global marketing research
  • Market entry alternatives
  • The global marketing mix
  • Global market segmentation - targeting - positioning
  • Product, pricing, and distribution decisions
  • Global communication strategies and corporate social responsibility
  • Competitive differentiation and digital marketing strategy
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 into a coherent line of arguments and present it in a concise way
  • communicate information and develop creative ideas to get the message across
Attendance requirements

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.

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. In particular, students will have the opportunity to work on a real case study while developing a start-up Marketing Plan in close interaction with a real start-up firm.

Assessment

The final grade consists of the following components:

Individual Work:

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

Group Work:

  • Marketing Research Project 10%
  • Pricing Jigsaw Test 10%
  • Final 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

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!
Readings
1 Author: Hollensen, Svend
Title:

Global Marketing


Publisher: Pearson
Edition: 7th
Remarks: earlier editions may be used as long as the content corresponds to the 7th edition
Year: 2017
Content relevant for class examination: Yes
Content relevant for diploma examination: No
Recommendation: Essential reading for all students
Type: Book
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.
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

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.

Please note that the purchase of the indicated HBS case study for this course is mandatory for all students. The case may be obtained from the IMM secretariat during office hours (https://www.wu.ac.at/en/imm/).

All information subject to change!

 

Unit details
Unit Date Contents
1

In this session, students will learn about ...

  • the course structure, key milestones and assignments
  • the start-up project "LENA", along with strategic management and lean start-up tools
  • the basic principles of international marketing
  • how globalization affects firms and how they can benefit from globalization

Reading: Chapter 1

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 (PEST analysis)
  • different types of international markets
  • how international marketing activities differ in developed versus emerging markets
  • poverty as a market opportunity and marketing to the "Bottom-of-the-Pyramid"
  • global marketing research methods
  • sources of marketing data and forms of research approaches

Readings:  Chapters 5, 6, 7.

    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
    • licensing-in opportunities and challenges

    Readings: Chapters 9-12

    Assignment: Case Study 11.2 (Kabooki: licensing in the LEGO brand)

    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 Chapter 4, part 4.5 & 4.6

    Assignment due: Marketing Research Project presentations

      5

      In this session, students will learn about strategic decisions.

      • segmentation, targeting, and positioning issues
      • product line/price tier management
      • channel and communications planning
      • brand management
      • competitive differentiation
      • digital marketing strategy

      Readings: Chapter 14

      Assignment: HBR Case Study "ASICS". Please see ASICS Case_Assignment Questions in "Files".

      6

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

      • 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

      Assignment due: Pricing Jigsaw

      Pricing Jigsaw Test

      7

      In this session students will present in teams their Final Projects in front of the start-up representatives.

      • team presentations
      • feedback
      • course wrap-up

      Assignment due: Final Project presentations

      8 FINAL EXAM
      Last edited: 2018-03-04



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