Marketing is an organizational function and a set of processes for creating, communicating, and delivering customer value. International or global marketing is extending these processes to “foreign” markets. International marketing has become a significant area of expertise for managers since the business world has become more global, and companies in Western countries face increased competition and pressure in their “home” markets.

This course covers the core issues small- and medium-sized companies face when entering international markets. Compared with resource-rich large-sized firms, most SMEs lack the capabilities to enter international markets. Hence, the complexities of global operations become considerably more challenging.

In this course, students will learn to write an international marketing plan for an Austrian SME. The course includes content, coaching, and practice sessions.

Upon successful completion of this course, students will be able to make 

• evaluate core concepts of marketing in different markets,
• understand the segmentation, targeting, and positioning process in international markets,
• design an international market research study,
• decide why, when and how to enter foreign markets, and
• develop an international marketing plan.

Students may miss up to 2 sessions. 

A multi-method approach is used to achieve the learning outcomes. Specifically, the following teaching methods will be used in this course:

•    Pre-readings
•    Lectures
•    Guest Speaker(s)
•    Class Participation and Presentations
•    Individual Assignment
•    Group Assignment
•    Case Studies
•    Online Quizzes

Grades are distributed as follows:

• Online Quizzes (20 %)
• Self-Reflection (5 %)
• Peer Review (8 %)
• Group presentation 1: Analysis (28 %)
• Group presentation 2: Action plan (37 %)
• On-time submission of the presentations (including coaching sessions): (2%)

Grading scale: 

• 1 (90-100 %)
• 2 (80-89 %)
• 3 (70-79%)
• 4 (51-69%)
• 5 (0-50%)

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E: arne.floh@wu.ac.at; maria.yoveska@wu.ac.at