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

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.

mandatory attendance!

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

Article presentation 10%

Peer Rating 10%

Project Presentation 1 15%

Project Presentation 2 15%

Written Exam (closed book) 50%

For participants of the Cross-Functional Management program and WU incoming exchange students.

For questions concerning enrolment and waiting lists please contact the CFM coordinator at cfm@wu.ac.at

All students must attend the first class!

brigitte.bojkowszky@wu.ac.at