Syllabus
Registration via LPIS
On this page:
- Contact details
- Procedure for the course when limited activity on campus
- Contents
- Learning outcomes
- Attendance requirements
- Teaching/learning method(s)
- Assessment
- Prerequisites for participation and waiting lists
- Recommended previous knowledge and skills
- Availability of lecturer(s)
- Readings
- Unit details
The class will be taught in rotation mode. This implies that we will split the cohort in at least two sections. At the same time, we will invite guest speakers to class - most likely virtually. At this time, the final schedule cannot be shared as some uncertainities still remain. In the following, you can get an idea of the topics we will cover and the way how we teach.
Please check out the syllabus over the summer, as we will update it continuously.
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.
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
As this course will be taught in rotation mode, the final details still need to be decided. At this point, we will split the entire student group in two parts - Group A and Group B. Each week one of the groups will come to class physically, while the other group studies the material for that topical session self-directed and online. Once the final decision on presence will be taken, we will announce the specific details on this procedure. Already now, you see which groups have which assignments.
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. For the sessions in distance mode, we will still make sure that you can participate via MS Teams in the external guest speaker sessions virtually.
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.
Unit | Date | Contents |
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1 | Oct 5 | In this session, we will
Recommended Reading: Hollensen, Ch. 5-8 Please ALL come to the first session, as the classroom is large enough!! |
2 | Oct 12 | 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:
Rotation A (Group 3&4): Jigsaw (see learning activities section on learn@wu)
Rotation B (Group 1&2): Article Review (see learning activities section on learn@wu) Distinguished guest speaker: Mag. Angela Dus, AI Applications Sales, IBM |
3 | Oct 16 | 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,
Rotation A (out of classroom): Article Review (individual assignment, see learning activities section on learn@wu) Rotation B (in class): Jigsaw (see learning activities section on learn@wu) & In the News - Group 1 - Kenya
Distinguished Guest Speaker: Simon Mashala (https://www.linkedin.com/in/simon-mashala-3312244/); Simon is an entrepreneur from South Africa who recently relocated to Austria. He is amazing in his spirits, courage and enthusiasm - and always smiling!
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4 | Nov 2 | 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. Rotation A (Group 3&4): Presentations & In the News - "Cote d'Ivoire" - Group 3
Rotation B: Article Review (individual assignment) Distinguished Guest Speaker: Hannes Eckmayr, Serial Entrepreneur in Africa, https://www.linkedin.com/in/hanneseckmayr/
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5 | Nov 9 | 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 (www.aliceschmidt.at; www.endeva.org/people/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. Distinguished Guest Speaker: Helge Fahrnberger (https://www.linkedin.com/in/fahrnberger/) - Among many other responsibilities, Helge is on the Board of Laafi, an Initiative for Development in Burkina Faso and will share his longstanding experience in that field. Rotation A (Group 3&4): article review (indiviual assignment) Rotation B (Group 1&2): see assignment section & "In the news" - Somalia - Group 2 |
6 | Nov 16 | 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. Rotation A (Group 3&4): - Poster Session (see instructions on learn) & In the News - Group 4 - Nigeria Rotation B (Group 1&2): News Conference (instructions see learn@wu) Distinguished Guest Speaker: Hans Stoisser (https://www.linkedin.com/in/hans-stoisser/); Hans is a highly known keynote speaker and consultant on Sub-Saharan Africa. He is well connected to African leaders, the entrepreneurship environment in several countries and to Austrian companies doing buisness in the region. |
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