The course takes place online. Please check the Distance Learning Syllabus as published in LEARN (only for registered participants) for the Syllabus with details on a scenario regarding distance learning.

This course will address the following questions: 

• Why does global marketing differ from domestic marketing?
• How can companies assess and identify suitable target markets? 
• What are the major market entry alternatives?
• Which factors influence segmentation, targeting and positioning in overseas markets? 
• Why is there a tension between standardization and adaptation in marketing?
• How does the marketing mix change in a global context? 

The course "Foundations in International Marketing Management" is closely linked to the course "Applications in IMM". While the "Foundations" course will provide the students with a fundamental understanding of key challenges and concepts in global marketing, these concepts will be applied in the "Applications" course using a computer-based international marketing simulation.

By the end of the course students will acquire:

· The ability to apply key concepts in global marketing to specific company/market situations.

· The ability to analyze and structure global marketing challenges.

· The ability to gather and filter information efficiently and effectively in the context of global marketing.

· The ability to learn to work in teams.

· The ability to develop critical thinking.

· The ability to defend developed arguments.

Please note that the attendance of the live sessions is mandatory. If you do not attend the first session, you will be deregistered from the course. An absence of 1 live session is permitted, but may impact your participation score. Please send an email to ‘selma.saracevic@wu.ac.at’ stating the reason for any absence if required.  

Course Materials

1. Course Text:

Schlegelmilch, B.B. (2016). Global Marketing Strategy - An Executive Digest, Springer International Publishing, Switzerland.

The book is available in hardcover and as eBook. The latter is free of charge within the WU Internet domain: http://link.springer.com/book/10.1007/978-3-319-26279-6

2. Course Script:

Due to the present Corona situtation, all course materials will be published online on this platform this semester.

(Please purchase the course script, including case texts, slides and background readings during office hours from Ms. Pam Taylor at the IMM office). Plesae note that this does not apply this semester.

Case Analysis:

Each group is requested to provide a 3-page case analysis for all cases as indicated below. For Li Ning, Red Bull and Linkfluence, also add a 2-page appendix on the current situation of the companies within their respective industries.

N/A

During the course, we will be available for additional consultations via WhatApp.

Bodo B. Schlegelmilch heads the Institute for International Marketing Management at WU Vienna and is Chair of the Association of MBAs [AMBA] and Business Graduates Association [BGA]. For more than 10 years, he served as founding Dean of the WU Executive Academy.

Starting at Deutsche Bank and Procter & Gamble, he continued his career at the University of Edinburgh and the University of California, Berkeley. Professorships at the University of Wales (UK) and at Thunderbird School of Global Management (USA) followed.

Bodo serves on business school advisory boards in Europe and Asia. He taught in over 30 countries on six continents, and his research interests span from international marketing strategy to CSR. He published in leading academic journals, such as the Strategic Management Journal, Journal of International Business Studies and Journal of the Academy of Marketing Science. Bodo was Editor-in-Chief of the Journal of International Marketing and serves/d on the editorial boards of the Journal of Marketing, the International Journal of Research in Marketing, AMS-Review and many others.

Initially educated in Germany, Bodo obtained two doctorates (in International Marketing Strategy and CSR) from the University of Manchester (UK) and an honorary Ph.D. from Thammasat University (Thailand).

Further details:

Short CV

Google Scholar

Selma Saracevic is a Teaching and Research Associate at the Institute for International Marketing Management, where she pursues a PhD in the area of sustainable consumption. Prior to joining the WU, Selma completed her M.Sc. in International Business Administration at the University of Vienna. In terms of industry experience, she has worked for international companies (e.g. La Prairie) in the areas of sales and marketing.

Further details:

Short CV

The IMM Welcome Event will be held on 

More detailed information about the IMM Welcome Event will be published online.