This course will cover the following topics:
- The reality of a global market place
- Markets in different stages of development: from economically developed to emerging and bottom-of-the-pyramid markets
- Assessing the international environment across markets (e.g., PEST)
- Market assessment and selection
- Market entry alternatives
- Global Market Segmentation - Targeting - Positioning
- The Global Marketing Mix
- Balancing standardization vs. adaptation of the global marketing mix
- contemporary topics in global marketing
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.
Students will learn how to ...
- evaluate core concepts in international marketing for their applicability to managerial challenges across industries and countries
- assess the value of emerging concepts for the overall international marketing framework
- learn to apply key concepts in international marketing to specific company/market situations
- identify research methods to solve specific challenges in international marketing through relevant secondary data sources
- structure and restate complex international marketing challenges
- 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
The course will be taught in physical presence (if the situation permits). You can miss 10% of the course (or 1 session) - for this you do not have to provide any compensatory work. Please just let me know upfront.
To be able to participate in this course, you have to have passed the entry exam successfully!
Individual Work:
- Individual Learning Diary - needs to be submitted to get a grade
- Peer Review: 5%
- Article Reviews: 20%
- Participation: 10%
Group Work:
- Cases: 30%
- Digital Poster: 15%
- Distribution Jigsaw 20%
Grading Scheme (Total 100pts):
100-90 pts - 1
89-80 pts - 2
79-70 pts - 3
69-60 pts - 4
below 60 - failed
There's an obligatory entry test for this course. Please note that you will not be able to participate in this course if you don't pass the entry exam. The students who do not pass the exam will be deregistered from the course.Language: The exam language is English. Registration for the exam: details are available at:http://www.wu.ac.at/imm/student_platform/bachelor/entry
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Students who choose to enter the IMM specialization and subsequently the "Foundations" course have to fulfill the general criteria to enter the specialization (relevant course credits) AND display a strong interest in marketing and its international application. Prior knowledge in marketing (e.g., basic marketing course) will support learning in the "Foundations" substantially, as the basics of marketing will not be reviewed in detail in this course.
Regular attendance in the class is mandatory, particularly in the first session, as groups will be formed etc. All information subject to change!
