1966 Doing Business in Africa - the Next Frontier
ao.Univ.Prof. Dr. Barbara Stöttinger
  • LV-Typ
  • Semesterstunden
  • Unterrichtssprache
02.09.2019 bis 08.09.2019
Anmeldung über LPIS
Hinweise zur LV
Die Lehrveranstaltung wird nur im WS angeboten.
Planpunkt(e) Master
Wochentag Datum Uhrzeit Raum
Montag 07.10.2019 14:00 - 16:30 D2.0.392
Montag 14.10.2019 14:00 - 18:00 D2.0.392
Montag 21.10.2019 14:00 - 18:00 D2.0.392
Montag 28.10.2019 14:00 - 18:00 D2.0.392
Montag 04.11.2019 14:00 - 18:00 D2.0.392
Montag 11.11.2019 14:00 - 18:00 D2.0.392

Inhalte der LV

Africa as a continent with its over 50 nation-states has attracted a lot of attention from international companies across the globe operating in different sectors (e.g., FMCG, infrastructure, mining, construction, pharma etc.). The political and economic conditions in quite a few of the countries have improved to the point that international companies get increasingly involved.


At the same time, a strong entrepreneurial movement has sparked in some of the countries like Kenia. The start-up scene is flourishing, eg., in Silicon Savannah, turning the adverse conditions into great opportunities through frugal innovation. Companies like M-Pesa with its mobile payment System are expanding internationally and many others follow in these footsteps. These initiatives empower customers at the base of the pyramid to lead a better life than the generations before them. Nevertheless, there are also a lot of downsides to these developments, as political risk is still prevalent. Also, Africa continues to be of geopolitical importance where claims are set out for the future.


In this course, our objective is not only to understand Africa better as a continent with its opportunities and risks, but also to determine market opportunities and to develop suitable market entry strategies. Moreover, we will highlight entrepreneurial initiatives in and out of African countries and shed light on how the political Situation in the countries but also outside influences (e.g., from China) affect the Business eco-System.


The course is highly interactive and will be co-taught by Dr. Barbara Stöttinger, who is on the faculty of the Institute for International Marketing Management and Mag. Bernhard Hötzl. He is a successful serial entrepreneur who has started and expanded businesses on a global scale. Moreover, since recently, he is engaged in entrepreneurial ventures in Africa.

We have the opportunity to participate in the Africa-Day by the Austrian Trade Commission on Nov 6 in the morning (voluntary - we are offered 10 free seets in total; please get in touch with me, if you are interested - here is a link to the program). As a side Event, a Panel discussion on "Doing Business in Africa" will be taking place on Nov 7, 18-19:30 at WU (WU EA Foyer, mandatory). We will share more Information in the first session.

Lernergebnisse (Learning Outcomes)

Students will learn how to ...

  • evaluate core concepts in international marketing for their applicability to managerial challenges across Africa and different customer groups in African countries
  • evaluate the role of (frugal) Innovation as a key principle for doing Business successfully
  • assess Africa as a contintent and its individual nations for their suitability of doing international Business 
  • learn to apply key concepts in international marketing to different market situations in Africa
  • identify research methods to solve specific challenges in gathering Information on customers, companies and the Environment in African countries 
  • structure and restate complex international marketing challenges in the context of Africa
  • gather and filter information efficiently and effectively on a specific research topic
  • 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
  • develop critical thinking
  • defend developed arguments orally and in writing 
  • structure material in to a coherent line of arguments and present it in a concise way
  • not only learn how to communicate information, but also develop creative ideas to get the message across

Regelung zur Anwesenheit

Students can miss 10% of the overall class time - up to 3 hours. If you cannot participate in one of the sessions (in full/partly), please contact your instructor.


Within this course, a variety of didactic elements are utilized to facilitate the successful completion of learning outcomes outlined above.The course is delivered as a mix of lectures covering theoretical concepts and their application, as well as case studies (prepared at home and in-class, individually and in group work, discussed in class). To complement the in-class work, we will also invite external experts as guest Speakers in the respective field to share their insights with us.

Leistung(en) für eine Beurteilung

The final grading scheme is strongly connected with the class-set up, which is under development right now. It will contain individual and group assessment. As this will be a very interactive and hands-on class, do expect to participate in class.

Watch out for further Details as the schedule and Curriculum develop.

You will also have to provide a learning diary which describes your learning journey throughout the class. What was new to you? Surprising? Which insights have you generated for yourself? How has your perspective changed? - These and other questions will be part of your individual learning diary. 

The final grade consists of the following components:

Individual Work:


  • Participation 15%
  • Peer Review 5%
  • Individual Learning Diary - must be submitted to receive a grade
  • Article Reviews (Assignment II, IV,VI) 30%


Group Work:

  • Case Study - Ethiopia (Assignment I) 10%
  • Jigsaw (Assignment III) 10%
  • Poster Session (Assignment V) 10%
  • News Conference (Assignment VII) 10%
  • In the News 10%

Grading Scheme (Total 100pts):

  • 100-90 pts - 1
  • 89-80 pts - 2
  • 79-70 pts - 3
  • 69-60 pts - 4
  • below 60 - failed

Teilnahmevoraussetzung(en) und Vergabe von Wartelistenplätzen

This course is part of the portfolio of elective courses of the Master of Science in Marketing program at WU. The course imparts in-depth knowledge in one or multiple selected specialized fields of marketing. The course builds on a strong foundation in marketing knowledge and skills which students acquire during the first year of WU's MSc Marketing program (this first year comprises 62.5 ECTS credits in total).


For MSc Marketing students, the successful completion of the following courses is a prerequisite for the admission to this elective course:

  • Customer-Centric Management (7.5 ECTS)
  • Consumer and Buyer Behavior (5 ECTS)
  • Marketing Research Design and Analysis (7.5 ECTS)

Additionally, MSc Marketing students are prepared for this elective course by taking courses in the following fields during their first year:

  • Global Marketing Strategy (5 ECTS)
  • Marketing Communications (7.5 ECTS)
  • New Product Development and Brand Management (7.5 ECTS)
  • Marketing Engineering and Marketing Models (5 ECTS)
  • Marketing Metrics and Performance Measurement (5 ECTS)

Moreover, this elective course builds on 45 ECTS credits in business administration which students had completed in order to be admitted to WU's MSc Marketing program.

Empfohlene inhaltliche Vorkenntnisse

Students who choose this Elective need to have a solid background in marketing principles, knowledge of international marketing basics are definitely helpful, but not necessarily required. Relevant literature will be provided as a background. What you definitely should bring to the table is curiosity, openness and and inquisitive mind, as we want to explore a continent with opportunities, challenges and diversity. 

Erreichbarkeit des/der Vortragenden

by arrangement via E-Mail:

Detailinformationen zu einzelnen Lehrveranstaltungseinheiten

Einheit Datum Inhalte
1 Oct 7

In this session, we will 

  • explain our motivation for the course
  • hear from you what you know about Africa and what you expect to learn
  • provide an overview of the different sessions
  • outline the deliverables for each session of the course
  • discuss any other business

Distinguished Guest Speaker: tbd

Recommended Reading: Hollensen, Ch. 5-8

2 Oct 14

Africa as a continent of more than 50 Nation states with substantial political, social and cultural similarities and differences. Moreover, historic developments play an important role in today's business environment.

In this session, we will:

  • investigate the institutional Environment (politics, legal issues, technological developments, social influences, PEST) on doing business
  • highlight how this institutional environment differs in emerging from advanced economies and 
  • elucidate these specificities in the African context for selected countries

Assignment I: Case Study - Ethiopia - An emerging market opportunity? (see learning activities section on learn@wu)

Assignment II: Article Review (see learning activities section on learn@wu)

Distinguished guest speaker: Mag. Angela Dus, Channel Business Leader, CEE, IBM Watson Customer Engagement

3 Oct 21

Economically developing markets are often characterized by a growing middle class and by customer segments who live from only a few dollars per day - so-called base-of-the-pyramid segments.  Both segments can be highly attractive to domestic, but also international companies, if we understand what these customers need and how to serve them.

In this session, we will,

  • take a deeper look into what middle class means in emerging markets and which needs & demands these customers have
  • delineate customers at the base-of-the-pyramid and
  • what makes them attractive as customers and 
  • how to generate win-win situations between customers and companies

Assignment III: Jigsaw - please see learning activities section at learn@wu for further Details

Distinguished Guest Speaker: Ms. Rita Isiba, Engagement Specialist, Aphropean Partners


4 Oct 28

Africa as a Business Environment: challenges and opportunities for companies of different size and origin - how they deal with it successfully. A particular Focus will be put on the emerging Entrepreneurship Environment (e.g., "Silicon Savannah" in Nairobi, Kenia), where a Vibrant start-up Scene has developed, some of These companies have expanded internationally successfully and where big Western MNCs (like Facebook) invest heavily.

Assignment IV - Article Review:

Distinguished Guest Speaker: Helge Fahrnberger, Entrepreneur


5 Nov 4

In order to be successful in the developing countries of Africa in the longer term, businesses must consider inclusive approaches and create social impact. Companies need to understand the positive and negative impacts of their business on the global Agenda 2030 as outlined in the Sustainable Development Goals (SDGs). This session will introduce the global goals, discuss the roles and responsibilities of businesses in contributing to their achievement in Africa, and provide an overview of key stakeholders businesses will encounter along the way.

Distinguished Guest Speaker: Mag. Alice Schmidt (;; Alice Schmidt is a consultant, researcher, trainer and lecturer focusing on social development and sustainable business in global contexts. Having worked for almost 20 years in 30 countries (including 12 in Africa) with over 40 different organizations, she engages with businesses, civil society, international organisations and governments on solving today’s sustainable development challenges. 

Assignment V - Article Review

6 Nov 7

Panel Discussion - Doing Business in Africa - WU EA Foyer - 18:00 - 19:30

7 Nov 11

The Lions and the Dragons: how Chinese companies have discovered and systematically grow their business in Africa to become one of the leading investor countries in Africa. Strategies, opportunities and challenges will be evaluated.

Assignment VI - Poster Session: your team will be assigned different papers related to China's engagement in Africa. Together with your team you will prepare a poster on a specific aspect (e.g., economic, political, etc. engagements of China in Africa) that familiarizes the entire class with the current Situation.

Sun, I. (2017): The World's Next Great Manufacturing Center, Harvard Business Review, May/June, p. 119-128.

In this session, we will summarize our key learnings and reflections on Doing Business in Africa. 

Assignment VII: News Conference 

Distinguished Guest Speaker: Hans Stoisser (

Zuletzt bearbeitet: 19.10.2019