This course presents various theories, concepts, and tools for analyzing international marketing strategies. Particularly, the course promotes the understanding, and subsequent evaluation, of marketing strategies commonly used in Asia as well as their applications on a regional and global level by emphasizing given cultural factors in combination with the four Ps (Product, Price, Place, Promotion) of marketing. By learning about both, theory and practice, students obtain a good conceptual understanding of international marketing, specifically in regards to marketing in Asia, as well as become firmly grounded in the realities of an interconnected marketplace.

The course aims to develop strategic thinking in an Asian marketing context and will give the students a chance to develop their verbal as well as written communications skills through the discussions of case studies and the presentation of selected topics of their choice. The students will acquire key concepts and tools necessary in order to build Asia-focused marketing strategies as well as the tools to solve marketing problems in an Asia-related context.

1. The students who pass this course should be able…

a) …to demonstrate a clear understanding into how to successfully conduct business in Asia.

b) …to understand how culture affects business decisions in Asia.

c) …to effectively use acquired tools for market research in Asian economies.

d) …to understand key obstacles in entering Asian markets.

e) …to understand how to formulate and assess entry strategies for emerging markets.

f) …to select the right marketing tool for the right market in order to successfully promote and sell your product and/or service in Asia.

g) …understand the effect of business models on marketing decisions in an Asia-related context.

h) …to learn the overall market dynamics in Asian countries.

In addition, although not explicitly taught in the course, students will develop their knowledge and skills in the following areas through case practice:

a) Nurture their “business acumen” by solving practical business problems in real world settings.

b) Challenge their understanding of ethical behavior in an unknown business environment.

c) Gain experience in working in a collaborative environment with all its (dis)advantages to successfully and timely “finish the job”.

Please note that the first and last session are mandatory. If you do not attend the first session, you will be de-registered from the course. In order to obtain a grade for the course, students must attend at least 80% of the course. An absence of 4 hours is permitted. 

The course utilizes a combination of interactive lectures, (case) discussions, and group presentations to give the students a better understanding of the four Ps (Product, Price, Place, and Promotion) of marketing in an international context. The course is held in a seminar format. Consequently, attendance and participation in class discussions is critical to the success of the course and will determine your grade.

                                     Individual      Team        

1) Peer-Review                  5%

2) Quizzes                       10%

3) Case Analyses             30%

4) Case Presentation                             15%

5) Country Analysis                              15%

6) Final Project                                      25%

Individual work:

Quizzes (2):

Students will work on two unannounced pop quizzes covering the content from the previous class.  

Case analyses (3):

Each student will submit 3 case analyses.

Group work:

Each student will be involved in 3 group presentations; one group case presentation, one country presentation and a final project presentation.

Case presentation (4):

Case studies will be used for class discussion throughout the course. Student groups will be assigned to present one case:

Each group (TBA) will present an assigned case study.

The case presentation will be followed by a Q&A and discussion session.

Country Analysis (5):

Students will be split into groups and will do a country analysis on an Asian country of their choice.

Final project (6):

Each group will present a comprehensive market analysis about an Asian company and one of its major products/brands in an Asian country of its choice, as well as an extensive marketing strategy analysis to show how the selected company uses the 4Ps to market its product/brand.

At the end of the course, you will be asked to rate the contribution of the team members in your study group (here: peer-review (2)).

Please log in with your WU account to use all functionalities of read!t. For off-campus access to our licensed electronic resources, remember to activate your VPN connection connection. In case you encounter any technical problems or have questions regarding read!t, please feel free to contact the library at readinglists@wu.ac.at.

By appointment (thomas.freudenreich@wu.ac.at)

Case studies can be ordered and purchased via the Institute of International Marketing Management (Ms Pamela Taylor),  pamela.taylor@wu.ac.at

This course is ideal for students who want to expand their know-how in the field of marketing, who want to learn the dos and don´ts of conducting business in Asia and for those who are keen on acquiring new business perspectives in general.