Syllabus

Title

4415 Foundations in International Marketing and Management

Instructors

ao.Univ.Prof. Dr. Barbara Stöttinger

Contact details

barbara.stoettinger@wu.ac.at

Type

Weekly hours

Language of instruction

Englisch

Registration

02/14/19 to 02/17/19
Registration via LPIS

Notes to the course

Subject(s) Bachelor Programs

Specialization in Business Administration Course I (Basic Course) - International Marketing Management

Dates

Day	Date	Time	Room
Tuesday	03/05/19	03:00 PM - 04:30 PM	TC.5.27
Thursday	03/07/19	03:00 PM - 06:00 PM	D4.0.022
Tuesday	03/12/19	03:00 PM - 06:00 PM	EA.6.032
Thursday	03/14/19	03:00 PM - 06:00 PM	EA.6.026
Tuesday	03/26/19	03:00 PM - 06:00 PM	D5.1.001
Thursday	04/04/19	03:00 PM - 06:00 PM	TC.2.02
Tuesday	04/09/19	03:00 PM - 06:00 PM	EA.6.032
Thursday	04/11/19	03:00 PM - 06:00 PM	D4.0.022

On this page:

Contact details
Contents
Learning outcomes
Attendance requirements
Teaching/learning method(s)
Assessment
Prerequisites for participation and waiting lists
Recommended previous knowledge and skills
Availability of lecturer(s)
Other
Readings
Unit details
Additional information on MyLEARN.

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Contents

This course will cover the following topics:

The reality of a global market place
Markets in different stages of development: from economically developed to emerging and bottom-of-the-pyramid markets
Assessing the international environment across markets (e.g., PEST)
Market assessment and selection
Market entry alternatives
Global Market Segmentation - Targeting - Positioning
The Global Marketing Mix
Balancing standardization vs. adaptation of the global marketing mix
contemporary topics in global marketing

The course "Foundations in International Marketing Management" is closely linked to the course "Applications in IMM". While the "Foundations" course will provide the students with a fundamental understanding of key challenges and concepts in global marketing, these concepts will be applied in the "Applications" course using a computer-based international marketing simulation.

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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
learn to apply key concepts in international marketing to specific company/market situations
identify research methods to solve specific challenges in international marketing through relevant secondary data sources
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
not only learn how to communicate information, but also develop creative ideas to get the message across

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Attendance requirements

You can miss 10% of all session hours (2,5 hours) in total.

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Teaching/learning method(s)

Lectures- Guest speakers
Case Studies- Research exercises
Interactive in-class discussion accompanied by videos and presentations
self-reflection through individual learning diaries

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Assessment

To be able to participate in this course, you have to have passed the entry exam successfully!

Individual Work:

Participation 10%
Peer Review 5%
Individual Learning Diary - needs to be submitted to receive a grade
Article Review 10%

Group Work:

Case 20%
Emerging Markets Poster Session 20%
Group Communications Project 15%
Distribution Jigsaw 20%

Grading Scheme (Total 100pts):

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

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Prerequisites for participation and waiting lists

There's an obligatory entry test for this course. Please note that you will not be able to participate in this course if you don't pass the entry exam. The students who do not pass the exam will be deregistered from the course.Language: The exam language is English.Registration for the exam: please use WWW registration. Registration number: 4533 - please register for this course only! Details are available at:http://www.wu.ac.at/imm/student_platform/bachelor/entry

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Readings

Author: Hollensen, Svend

Title:

Global Marketing

Publisher: FT Prentice Hall
Edition: 7th
Year: 2016
Content relevant for class examination: No
Content relevant for diploma examination: No
Recommendation: Strongly recommended (but no absolute necessity for purchase)
Type: Book

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Recommended previous knowledge and skills

Students who choose to enter the IMM specialization and subsequently the "Foundations" course have to fulfill the general criteria to enter the specialization (relevant course credits) AND display a strong interest in marketing and its international application. Prior knowledge in marketing (e.g., basic marketing course) will support learning in the "Foundations" substantially, as the basics of marketing will not be reviewed in detail in this course.

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Availability of lecturer(s)

By arrangement via e-mail: barbara.stoettinger@wu.ac.at

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Other

Regular attendance in the class is mandatory, particularly in the first session, as groups will be formed etc. All information subject to change!

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Additional information on MyLEARN.

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Unit details

Unit	Date	Contents
1	29.1.2019	Entry Exam - please see IMM-Homepage for further details! https://www.wu.ac.at/en/imm/student-platform/bachelor/entry/
2	5.3.2019	In this session, students will learn about ... the course structure; key milestones and assignments will be discussed in detail how globalization affects firms and how they can benefit from globalization within their business
3	7.3.2019	In this session, students will learn about ... how firms can analyse foreign markets across different dimension that are of importance to international marketing (e.g., PEST analysis) how market selection can be carried out in a systematic way Background reading: Chapters 1, 2, 6, 7, 8 Assignment due for this session: Article Review Madsbjerg, Christian; Rasmussen, Mikkel B. (2014). An Anthropologist walks into a Bar. Harvard Business Review, March, 81-88. Rice, Condoleezza; Zegart, Amy (2018): Managing 21st century political Risk. Harvard Business Review, May-June, 130-138. Further instructions for this assignment are provided on learn@wu and in the slide pack.
4	12.3.2019	In this session, students will learn about ... how emerging markets differ from economically advanced markets how international marketing activities differ in EM the future role of emerging markets in the global economy marketing to the "Bottom-of-the-Pyramid" Assignment due for this session: Poster Session Rangan, K.V.; Chu, M.; Petkoski, D. (2011): Segmenting the Base of the Pyramid, Harvard Business Review, June, 113-117 Winter, A., Govindarajan, V. (2015): Engineering Reverse Innovations, Harvard Business Review, July-August, 81-89 Chironga, M.; Leke, A.; Lund, S.; Wamelen van, A. (2011): Cracking the Next Growth Market: Africa, Harvard Business Review, May, 117-122 Musacchio, Aldo; Werker, Eric (2016) Mapping Frontier Economies. Harvard Business Review, December, p. 40-48. Further instructions for this assignment are provided on learn@wu and in the slide pack.
5	14.3.2019	In this session, students will learn about ... different entry modes that firms can use to enter a foreign market how to evaluate the different entry modes and select the most appropriate one for the company Situation the process of segmentation and targeting in the international Environment how firms develop successful segmentation schemes Assignment due for this session: Case Ethiopia Please prepare a case report based on the Guidelines discussed in the first session. Background Reading: Chapters 9-12
6	26.3.2018	In this session, students will learn about ... the role of national, international and global brands- the development of an international product portfolio- brands vs. counterfeits in the international market place- how to market services in the international environment how product and promotion have to go hand in hand internationally
7	4.4.2019	In this session, students will learn about ... how to develop an integrated marketing communication strateg whether and how firms standardize or differentiate their communication activities different tools in international marketing communication Background reading: Chapter 17 Assignment due for this session: Global Communications Project Further instructions for this assignment are provided on learn@wu and in the slide pack.
8	9.4.2019	In this session, students will learn about ... the role of distribution in international marketing how international distribution systems can be designed which activities international marketers have to carry out to manage the distribution System Background reading: Chapter 16 Assignment due for this session: Jigsaw Further instructions for this assignment are provided on learn@wu and in the slide pack.
9	11.4.2019	In this session, students will learn ... key concepts in international pricing how to decide whether to standardize or adapt global pricing strategies about special topics in international pricing Assignment due for this session: Case Study - United Cereal Please prepare a case report based on the guidelines outlined in the first session.

Last edited: 2019-03-05

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