Syllabus

Title
4625 International Marketing and Management II: International Marketing A
Instructors
Dr. Brigitte Bojkowszky
Contact details
brigitte.bojkowszky@wu.ac.at
Type
PI
Weekly hours
2
Language of instruction
Englisch
Registration
02/13/19 to 02/20/19
Registration via LPIS
Notes to the course
Subject(s) Bachelor Programs
International Marketing and Management II
Dates
Day Date Time Room
Monday 02/25/19 09:30 AM - 12:30 PM TC.4.18
Monday 03/04/19 09:30 AM - 12:30 PM D2.0.342 Teacher Training Raum
Monday 03/11/19 09:00 AM - 12:30 PM TC.4.17
Monday 03/18/19 09:00 AM - 12:30 PM D2.0.342 Teacher Training Raum
Monday 03/25/19 09:00 AM - 12:30 PM D2.0.342 Teacher Training Raum
Monday 04/01/19 09:00 AM - 12:30 PM D2.0.342 Teacher Training Raum
Wednesday 04/10/19 10:30 AM - 12:30 PM TC.0.02 Red Bull

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Contents

This course is designed to provide you with a framework within which global marketing operations can be analyzed, measured, understood, and undertaken. 

  • It will cover the following topics:
  • The global market place
  • Markets at different stages of development, economically developed and emerging markets
  • Assessing the international environment across markets
  • Market entry alternatives
  • Global Market Segmentation, Targeting, Positioning
  • Global Marketing Mix
  • Balancing Standardization vs. Adaptation
  • Contemporary topics in global marketing
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Learning outcomes

The main learning experience in this course is placed on multinational marketing decision-making, through the use of interactive class sessions, case studies and independent research. Hence, students successfully completing this course will be able to:

  • …identify, interpret, and evaluate information sources related to multinational marketing;
  • …expand creative, research and analytical skills by conducting a comprehensive analysis of international marketing programs;
  • …evaluate the concepts of globalization and cultural diversity, and their implications on the marketing of goods and services across borders;
  • …use a range of frameworks to analyze market conditions as a way of gauging broader environmental conditions, competitive and consumer trends to recommend appropriate marketing strategies;
  • …apply relevant theories and concepts to different marketing situations, deriving appropriate recommendations in the context of standardization vs adaptation of the firm’s applied marketing mix;
  • … 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.
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Attendance requirements

mandatory attendance!

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Teaching/learning method(s)

This course integrates various teaching methods such as theory lectures, workshops, topic presentations, case study discussions. Substantial classroom discussion is encouraged and expected.

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Assessment

Article presentation 10%

Peer Rating 10%

Project Presentation 1 15%

Project Presentation 2 15%

Written Exam (closed book) 50%

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Readings
1 Author: Svend Hollensen
Title:

Global Marketing - A Decision-Oriented Approach

Publisher: Prentice Hall
Edition: 7
Year: 2017
Content relevant for class examination: Yes
Content relevant for diploma examination: Yes
Recommendation: Essential reading for all students
Type: Book
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Availability of lecturer(s)

brigitte.bojkowszky@wu.ac.at

 

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Unit details
Unit Date Contents
1

• Introduction to course

• Lecture: Global Marketing & Firm's Internationalization & Competitiveness
2

• Lecture: Which market(s) to enter?

Discussion of Culture

• Lecture: STP

Article 1: Bergh, C. (2018, Jul). The CEO of levi strauss on leading an iconic brand back to growth, Harvard Business Review.

Article 2: Bilimoria, K. (2018, Nov). Cobra’s chairman on turning an indian beer into a global brand. Harvard Business Review.
3

Article 3: Winter, A., & Govindarajan, V. (2015, 07). Engineering reverse innovations. Harvard Business Review, 93, 80-89.

Discussion of Entry Mode Decisions

• Lecture: Product / Service Decisions
4

Project Presentations: Market Analysis & Entry Mode
5

Article 4: Mohammed, R. (2018, Sep). The good-better-best approach to pricing. Harvard Business Review, , 106.

Article 5: How to make the most of omnichannel retailing. (2016, Jul). Harvard Business Review, , 1.

Article 6: DAWAR, N, & BENDLE, N 2018, 'MARKETING IN THE AGE OF ALEXA', Harvard Business Review, 96, 3, pp. 80-86.

• Discussion of Price, Distribution, Communications Decisions
6

Project Presentations: Marketing Mix Strategy

Peer Rating
Last edited: 2019-01-08



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