The course is designed as a direct continuation of the foundational principles introduced in the "Foundations in International Marketing Management." It aims to bridge the gap between theoretical understanding and practical application in the field of international marketing. Students will engage with real-world marketing strategies and challenges through an online marketing simulation, learning to apply the core concepts of:

• Segmentation, targeting and positioning
• The 4 P's in practice
• Product portfolio management
• Marketing budget allocation
• Key performance indicators (KPIs)
• Strategy development and execution

The course is designed with the following learning outcomes in mind:

(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

Attendance in the first session is mandatory. Students that do not attend the first session will be de-registered from the course.

To obtain a grade for the course, students must attend at least 80% of the sessions. A tolerance of up to 4.5 hours (equivalent to one session) of absence is allowed, although it may affect the student's participation grade: 

• Missing up to 2 hours: There are no penalties for this level of absence.
• Missing between 2 to 4.5 hours: Students are required to complete compensatory work, specifically a reflective essay of at least 5 pages on "What did you learn in the simulation?" to make up for the missed content.
• Missing more than 4.5 hours: Students will not receive a grade for the course (fail). 

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!

It is mandatory to bring your own laptop to class! If you need a laptop or have any concerns, please send an email to milos.ivanis@wu.ac.at. 

This course integrates interactive lectures, practical exercises, business simulations, presentations, and in-class discussions to create a dynamic learning environment.

Students are expected to participate actively throughout the sessions and approach each class with an open mind, ready to engage with diverse perspectives and ideas.

Your final grade for this course will be made up of both group and individual assignments, designed not just to test your knowledge, but also to help you learn from working together and on your own. 

Group work:

• Company presentation (10%)
• Market assessment presentation (10%)

Individual assignments:

• Final report (40%)
• Lessons learned (40%)

Final grading scheme:

Successfully passed entry exam for the specialization "International Marketing Management"

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Basic knowledge from the course "Foundations in International Marketing Management"

For any questions, please feel free to contact milos.ivanis@wu.ac.at. Personal meetings can also be arranged in advance via email.

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.