The course introduces students to important international marketing phenomena, placing particular emphasis on branding strategies and consumer behavior in the global marketplace. More specifically, the course covers topics related to:

• Internationalization and the nature of the global marketplace

• Balancing standardization and adaptation

• Domestic vs. foreign products

• Perceived brand globalness/localness

• Country stereotypes and brand origin influences

• Brand stereotyping

• Consumer culture positioning strategies

• Personal characteristics and influences

• Social identity and consumer identification

Subject-specific knowledge

Upon completion of the course students will be able to:

• Identify core concepts pertaining to the global market environment and assess their implications for the marketing of goods and services

• Identify and analyze central elements in developing international branding strategies

• Understand diverse consumer traits and use conceptual frameworks to predict and manage their potential impact

• Critically review international marketing literature and draw on academic research to provide recommendations to real life market situations

Student-specific skills

Through class interaction, teamwork, and group activities, students are also expected to cultivate skills related to:

• Effectively discovering and filtering information that is essential to a given problem

• Explicating complex conceptual phenomena and applying them to real life contexts

• Developing a coherent line of reasoning and presenting it in a compelling way

• Critically reflecting on others' as well as own arguments

• Coordinating and organizing teamwork

• Enhancing oral communication and presentation skills

Attendance in the lectures is mandatory. Especially in the first session, all students must be present as group formation and registration will take place (important information will also be provided in the first session). Students who miss the first session are automatically deregistered from the course. In general, students are only allowed to miss one session at most (except session 1 and the last session).

The course involves a combination of interactive lectures and discussions, placing particular emphasis on class interaction. The sessions typically provide background theoretical knowledge which is accompanied by practical examples, case studies, and in-class tasks/activities. Therefore, students are strongly encouraged to actively participate in the sessions.

Overall performance (grade) in the course is determined along the following dimensions:

· Group project presentation                                          40%

· Group project class assessment                                   10%

· Final exam                                                                   40%

· Class participation                                                       10%

The group project presentation is conducted by teams of 2-3 students and involves deconstructing, presenting, and applying academic research in real market situations. In brief, students will have to select a published article that is relevant to the content of the course and deliver a presentation that (a) effectively describes the purpose, main theory/hypotheses, methodology, and findings of the paper, and (b) draws on the key findings of the article to provide managerial recommendations for a specific company/brand that the group has selected. Presentation is assessed by the instructor. All members of the group receive the same grade.

The group project class assessment is determined by how presentations are received by the audience (peer-evaluations). At the end of each presentation – and after the Q&A section is completed – all students in the class (except for the presenting team) evaluate the given presentation. Students’ ratings are averaged to form the final score.

The final exam covers all topics discussed in the lectures and corresponding reading list and involves questions of different formats (e.g., multiple-choice questions and mini cases with open-ended questions).

Class participation points are based on student‘s contribution to the class discussion by means of raising relevant issues/concerns, bringing forward constructive criticism, and providing insightful suggestions.

Further details will be provided in class. Specific aspects of the assessment dimensions described above are subject to change.

Grading Scheme (Total 100pts)

100-90 pts - 1

89-80   pts - 2

79-70   pts - 3

69-60   pts - 4

below 60 – fail

Please contact the IMM secretariat for relevant details.

Students taking this course should have an interest in marketing and, in particular, its application in international settings. Prior knowledge in marketing (e.g., basic marketing course) is not necessary, yet it will facilitate learning, as the basics of marketing are not formally covered.

Priv.-Doz. Dr. Georgios Halkias: georgios.halkias@univie.ac.at

For administrative matters (and anything that is not related to the actual content of the course), please contact the IMM secretariat

• The entire course (e.g., exams, presentations, activities, and queries) will be held in English.

• Attendance is mandatory throughout the semester (see also “Attendance requirements” above).

• All information provided hereby is subject to change.