This course is organized in cooperation with the University of Georgia. Participating WU students will therefore have the unique opportunity to work together with students from University of  Georgia, Terry College of Business, in an intercultural learning environment. The students from University of Georgia will stay at WU for the duration of the course.

At the end of the course participating WU students will be invited to a farewell dinner together with their University of Georgia fellow students.

The purpose of this class is to introduce central and current topics in marketing and consumer behavior in the context of the global marketing environment, marketing strategy and the study of the marketing mix with the goal to acquire a better understanding of the different international markets and the effect of culture in consumer behavior.

Course Topics:

• The Global Marketing Context
• Economic, Social, Cultural, Political, Legal and Regulatory Environments
• European Region Overview
• Marketing Strategy in the International Environment
• Global Market Research
• Segmentation, Targeting and Positioning
• Product and Brand Considerations
• Pricing
• Global Marketing Channels and Distribution
• Global Marketing Communications and Public Relations

We will emphasize international marketing in general and investigate differences in consumer behavior across different cultures and nationalities. At the end of this course, the student will be able to:

• Recognize and evaluate the potential for marketing products and services to other countries or regions in light of differences in their economic, social, cultural, and political environments
• Understand the relevant factors to be considered when developing a marketing strategy with respect to international vs. national market segmentation, targeting, and positioning
• Develop national and international marketing mix policies to take advantage of similarities and differences across markets
• Understand the cultural factors that influence consumer behavior in the international setting

Attendance is mandatory.

• Classroom lecture
• Group work
• In-class participation

• Participatin/In Class Assignments   40%
• Individual Presentation    10%
• Group Project    25%
• Final Paper        25%

*Attendance to all lectures is required to successfully complete the class. Given that the course is taking place in the context of a study abroad trip, unexcused absences will not be accepted.

*More details will be presented on the group project and final paper in the first day of class.

WU students (non CFM) can register through coursesinenglish@wu.ac.at

Course instructor:

Prof. Julio Sevilla, University of Georgia

You will access all learning materials for the course as well as get in touch with your fellow colleagues here http://elc.uga.edu/.