Syllabus

Title
4100 Applications in International Marketing Management "B"
Instructors
Selma Saracevic, MSc.
Contact details
selma.saracevic@wu.ac.at
Type
PI
Weekly hours
2
Language of instruction
Englisch
Registration
02/17/22 to 02/20/22
Registration via LPIS
Notes to the course
Subject(s) Bachelor Programs
Specialization in Business Administration Course II - International Marketing Management
Course II - International Marketing Management
Dates
Day Date Time Room
Monday 04/25/22 10:00 AM - 02:30 PM TC.5.02
Wednesday 04/27/22 10:00 AM - 02:30 PM TC.5.02
Monday 05/02/22 10:00 AM - 02:30 PM D4.0.127
Wednesday 05/04/22 12:00 PM - 04:30 PM D5.1.003
Monday 05/09/22 10:00 AM - 02:30 PM D3.0.222

On this page:

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Contents

Segmentation-Targeting-Positioning

The 4 P's in practice

Product portfolio management

Marketing budget allocation

Key Performance Indicators (KPI's)

Strategy development and execution

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Learning outcomes

There are several learning outcomes for this course:

(1) Familiarize the students with the whole marketing decision-making process.

(2) Develop capabilities in formulating, implementing and adapting marketing strategies in a dynamic competitive environment.

(3) Enhance fact-based analytical decision-making and crystallise the financial implications of marketing decisions by linking the decisions to cash flows and bottom line performance.

(4) Give practical experiences in teamwork and problem solving and excite competitive spirits.

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Attendance requirements

Missing 0-2 hours: no consequences

Missing 2-4,5 hours: compensatory work required (lesson learned at least 5 pages: What did you learn in the simulation?)

Missing 4,5+ hours:  no grading/fail in course

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Teaching/learning method(s)

Business Simulation

Presentations

In-class discussion

 

Students need to bring a laptop/tablet to class!

 

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Assessment

    Group Assignments: Company Presentation (20%), Market Assessment Presentation (30%)

    Individual Assignments: Lessons learned (40%), Class Participation (10%)


    Please read the case description, market research report and decision-making guide carefully.You’ll find the materials in the simulation (by clicking on “materials” => “download”). Familiarize yourself with the simulation prior to the first session!

     

       

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      Prerequisites for participation and waiting lists
      Successfully passed entry exam for the specialization "International Marketing Management"
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      Readings
      1 Author: Schlegelmilch B.B. and Winer R.S. (eds.)
      Title:

      The Routledge Companion to Strategic Marketing

      Publisher: Routledge
      Edition: 1st
      Year: 2021
      Content relevant for class examination: No
      Content relevant for diploma examination: No
      Recommendation: Strongly recommended (but no absolute necessity for purchase)
      Type: Book
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      Availability of lecturer(s)

      via e-mail selma.saracevic@wu.ac.at

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      Other

      The students chosen for the IMM specialization will be sent more information after passing the entry exam. The simulation will be played online: students need to bring a laptop/tablet to the sessions.


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      Unit details
      Unit Date Contents
      1

      Introduction + Simulation
      2

      Company Presentations + Simulation in Class
      3

      Market Assessment Presentation + Simulation in Class
      4

      ALL CONTENT SUBJECT TO CHANGE!

      Last edited: 2021-11-25



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