4287 Foundations in International Marketing Management
ao.Univ.Prof. Dr. Barbara Stöttinger
Weekly hours
Language of instruction
02/16/23 to 02/19/23
Registration via LPIS
Notes to the course
Day Date Time Room
Tuesday 03/14/23 05:00 PM - 06:30 PM D5.0.002
Tuesday 03/21/23 05:00 PM - 08:00 PM D5.0.002
Thursday 03/23/23 04:00 PM - 07:00 PM TC.4.01
Thursday 03/30/23 04:00 PM - 07:00 PM TC.4.01
Tuesday 04/11/23 03:30 PM - 06:30 PM TC.3.05
Thursday 04/13/23 04:00 PM - 07:00 PM TC.4.01
Tuesday 04/18/23 06:00 PM - 09:00 PM TC.3.21
Thursday 04/20/23 02:00 PM - 05:00 PM TC.3.21

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.



Learning outcomes

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
Attendance requirements

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.

Teaching/learning method(s)
  • Lectures- Guest speakers
  • Case Studies- Research exercises
  • Interactive in-class discussion accompanied by videos and presentations
  • self-reflection through individual learning diaries

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: 6%
  • Article Reviews: 20%
  • Participation: 10%
  • One Minute Papers: 14%

Group Work:

  • Case - United Cereal: 20%
  • Flipchart - BOP: 10%
  • 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

Prerequisites for participation and waiting lists

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:


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Recommended previous knowledge and skills
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. 
Availability of lecturer(s)
By arrangement via e-mail:

Regular attendance in the class is mandatory, particularly in the first session, as groups will be formed etc. All information subject to change!

There is nothing that needs to be prepared for the first session.

Additional information on MyLEARN.



Unit details
Unit Date Contents

Entry Exam - please see IMM-Homepage for further details!

2 14.3.2023

In this session, students will learn about ...

  • the course structure; key milestones and assignments will be discussed in detail
  • how globalization affects firms and how they can benefit from globalization within their business
  • how firms can analyse foreign markets across different dimension that are of importance to international marketing (e.g., PEST analysis)
  • how market selection can be carried out in a systematic way

Background reading: p. 4-51

Articles to work on, you find them either in the File Storage or in the literature section. Which article was assigned to you, please check out the relevant pdf file !

3 21.3.2023

In this session, students will learn about ...

  • how firms can analyse foreign markets across different dimension that are of importance to international marketing (e.g., PEST analysis)
  • how market selection can be carried out in a systematic way
  • different entry modes that firms can use to enter a foreign market
  • how to evaluate the different entry modes and select the most appropriate one for the company situation

Background reading: p. 118-195

    4 23.3.2023

    In this session, students will learn about ...

    • the process of segmentation and targeting in the international Environment
    • how firms develop successful segmentation schemes

    Further instructions for the assignments are provided on learn@wu in the Learning Activities.

    5 30.3.2023

    In this session, students will learn about ...

    • how emerging markets differ from economically advanced markets
    • how international marketing activities differ in EM
    • the future role of emerging markets in the global economy
    • marketing to the "Bottom-of-the-Pyramid"

    Assignment: Group Flipchart BOP

    6 11.4.2023

    In this session, students will learn about ...

    • the role of national, international and global brands- the development of an international product portfolio- brands vs. counterfeits in the international market place- how to market services in the international environment
    • how product and promotion have to go hand in hand internationally 

    Background Reading: p. 317-365

    Distinguished Guest Speaker: Franziska Reisetbauer, Key Account Manager, Unilever

    Further instructions for the assignments are provided on learn@wu in the Learning Activities.

    7 13.4.2023

    In this session, students will learn about ...

    • how to develop an integrated marketing communication strateg
    • whether and how firms standardize or differentiate their communication activities
    • different tools in international marketing communication

    Background reading: p. 371 - 417

    8 18.4.2023

    In this session, students will learn about ...

    • the role of distribution in international marketing
    • how international distribution systems can be designed
    • which activities international marketers have to carry out to manage the distribution System

    Background reading: p. 371 - 417

    Assignment due for this session: Jigsaw

    Further instructions for this assignment are provided on learn@wu and in the slide pack.

    9 20.4.2023

    In this session, students will learn ...

    • key concepts in international pricing
    • how to decide whether to standardize or adapt global pricing strategies
    • about special topics in international pricing

    Assignment due for this session: Case Study - United Cereal

    Distinguished Guest Speaker: Mr. Manuel Altinier; Head of Marketing and Sales Services | Region Central and Southeastern Europe ((5) Manuel Altinier | LinkedIn)

    Background Reading: p. 317-365

    Please prepare a case report based on the guidelines outlined in the first session.

    Last edited: 2023-03-12