Syllabus
Registration via LPIS
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
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.
| Unit | Date | Contents |
|---|---|---|
| 1 | 8.10.2019 | Introduction: What is global marketing strategy? We look at the key components of global marketing strategy and illustrate the interrelationships between the main decisions. In-Class Debate: Is globalization (global marketing) positive or negative for Society? |
| 2 | 11.10.2019 | Balancing Adaptation and Standardization We discuss how the marketing mix elements are shaped by environmental variables when a firm globalize. Cost considerations tend to push firms towards standardizing their product and service offers, whereas environmental differences found in foreign markets often necessitate or suggest adaptations of the marketing mix. Case Study - Class Discussion Zara: Future Ready? (617-0058-1) |
| 3 | 15.10.2019 | Targeting and Brand Positioning in a Global Context We focus on targeting and brand positioning in a global context. Achieving a consistent brand positioning in different countries around the globe remains one of the key challenges of every marketing manager. Case Study - Presentation by Selected Student Groups Multicultural Marketing at Western Union (518-0042-1) |
| 4 | 16.10.2019 | Global Marketing Mix: Pricing and Placement We focus on two of the four P's and provide a basic overview. We will also start with the first part of Product and Promotion. Please make sure to read the article about emotional appaeals in the folder "Learning Activities". Read until page 15. We will shortly discuss rational and emotional appeals in the class. |
| 5 | 18.10.2019 | Global Marketing Mix: Product and Promotion We will focus on the second part of Product and Promotion and will continue with Group Presentations of 2 Cases (Cases will be in the Reader). |
| 6 | 22.10.2019 | Final Quiz |
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