0491 International Marketing and Management II: International Marketing A
Dr. Brigitte Bojkowszky
  • LV-Typ
  • Semesterstunden
  • Unterrichtssprache
20.09.2019 bis 29.09.2019
Anmeldung über LPIS
Hinweise zur LV
Planpunkt(e) Bachelor
Wochentag Datum Uhrzeit Raum
Montag 07.10.2019 09:00 - 12:30 TC.4.13
Montag 14.10.2019 09:00 - 12:30 TC.4.13
Montag 21.10.2019 09:00 - 12:30 TC.4.13
Montag 28.10.2019 09:00 - 12:30 TC.4.13
Montag 04.11.2019 09:00 - 12:30 TC.4.13
Montag 11.11.2019 09:00 - 12:30 TC.4.13
Mittwoch 20.11.2019 10:00 - 11:30 TC.0.03 WIENER STÄDTISCHE

Inhalte der LV

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

Lernergebnisse (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.

Regelung zur Anwesenheit

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.

Leistung(en) für eine Beurteilung

Article presentation 10%

Peer Rating 10%

Project Presentation 1 15%

Project Presentation 2 15%

Written Exam (closed book) 50%


1 Autor/in: Svend Hollensen

Global Marketing - A Decision-Oriented Approach

Verlag: Prentice Hall
Auflage: 7
Jahr: 2017
Prüfungsstoff: Ja
Diplomprüfungsstoff: Ja
Empfehlung: Unbedingt notwendige Studienliteratur für alle Studierenden
Art: Buch

Teilnahmevoraussetzung(en) und Vergabe von Wartelistenplätzen

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

All students must attend the first class!

Erreichbarkeit des/der Vortragenden


Detailinformationen zu einzelnen Lehrveranstaltungseinheiten

Einheit Datum Inhalte

• Introduction to course

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


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.


Article 3: Siggelkow, N. and Terwiesch, C. (2019) ‘The Age of Continuous Connection. (cover story)’, Harvard Business Review, 97(3), pp. 64–73.

Discussion of Entry Mode Decisions

• Lecture: Product / Service Decisions


Project Presentations: Market Analysis & Entry Mode


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


Project Presentations: Marketing Mix Strategy

Peer Rating

Zuletzt bearbeitet: 03.08.2019