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. 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. Please note that the first session is mandatory. If you do not attend the first session, you will be de-registered from the course.

• Lectures
• Guest speakers
• Case Studies
• Research exercises
• Interactive in-class discussion accompanied by videos and presentations
• Self-reflection through individual learning diaries

The use of AI tools is partially permitted …

• AI tools, such as ChatGPT, may be used for doing research on certain topics (e.g., for the communication project), but not with the development of written assignment (e.g., text, reflections, etc.). In any case, please identify in a short sentence, if you have used AI tools, how/what for you used them. This is important as all assignments will be checked for plagiarism and use of AI.

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:

• Flipchart - BOP: 15%
• Distribution Jigsaw 20%
• Global Communications Project: 15%

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 do not 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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selma.saracevic@wu.ac.at

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.