This course will address the following questions:
- Why does global marketing differ from marketing in a domestic environment?
- How can companies assess and identify suitable target markets?
- What are the major market entry alternatives?
- Which factors influence segmentation, targeting and positioning in overseas markets?
- Why is there a tension between standardization and adaptation in marketing?
- How does the marketing mix change in a global context?
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.
Students will learn how to …
- apply key concepts in global marketing to specific company/market situations
- analyse and structure global marketing challenges
- gather and filter information efficiently and effectively in the context of global marketing
- learn to work in teams
- develop critical thinking
- defend developed arguments
Missing < 2 hours: no extra work required; possible consequences in terms of missing opportunities to participate (lower participation grade)
Missing 2- 4.5 hours: compensatory work required
Missing 4.5 < hours: no grading/fail
lectures, in-class discussions, case studies, group works
20% class participation
(30%) 40% (reflexion) or presentation
40% quiz
Please contact Dinhof Katharina, MSc <katharina.dinhof@wu.ac.at> for questions about this course.
The IMM Welcome Event will be held on 09/30/2019.
More detailed information about the IMM Welcome Event will be published online.
