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 sessions 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) Quizzes (3)                  30%

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2) Case Analyses (2)                           20%

3) Country Analysis (1)                       25%

4) Final Project (1)                               25%

Individual work:

Quizzes (1):

Students will work on four (3) unannounced pop quizzes covering the content from the previous class.  

Group work:

Each student will be involved in 3 group projects: case analyses, country presentation, final project presentation.

Case analyses (2):

Each group will submit 2 case analyses.

Country Analysis (3):

Students will be split into groups and will do a country analysis on an Asian country of their choice. Besides conducting an country analysis, student are also asked to conduct an industry analysis on an industry of their choice. 

Final project (4):

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.

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

Schedule is subject to change