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.
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
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.
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:
- Participation 15%
- Peer Review 5%
- Individual Learning Diary - must be submitted to receive a grade
- Article Reviews (Assignment II, IV,VI) 30%
- 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
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.
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.
by arrangement via E-Mail: Barbara.firstname.lastname@example.org