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

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

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.

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.

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

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

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

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!