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.

As highlighted, we will deliver the course on campus - we got really large lecture rooms which hould allow us to teach even if safety measures are increased (distancing etc.). This is also how we planned it now. There is no need to prepare in advance, but if you wanted to you could look at the "Article Review" for the second session. Other assingments depend on the group formation which we will do in the first session. Looking foward to wrking with you!

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

We have managed to get big lecture rooms. This allows us to teach all classes in physical presence, even if we have tightened COVID security measures (distancing etc.). We are very much looking forward to working with all of you in the classroom. We will keep you updated and will communicate with you the final set-up.

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. 

Your performance is based on 

- Participation

- Peer Review

- Article Reviews

- the Jigsaw

- Presentation

- Poster Session

- In the news

Grading Scheme (Total 100pts):

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

Please look at the section "Additional information for course members" for details on the assessment

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.stoettinger@wu.ac.at