Universität Wien FIND
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040419 KU Topics in International Marketing (MA) (2022S)

4.00 ECTS (2.00 SWS), SPL 4 - Wirtschaftswissenschaften
Prüfungsimmanente Lehrveranstaltung

Although the course is held in English, sound knowledge of German is necessary for relevant project work.

Students taking this course must have already successfully completed the Data Analysis for Marketing Decisions course.

It is absolutely essential that all registered students attend the first session (Introduction/Vorbesprechung) as failure to do so will result in their exclusion from the course.

By registering for this course you agree that the automated plagiarism software Turnitin processes and stores your data (i.e. project work, seminar papers, exams etc.)

Erasmus students must have successfully completed an international marketing research course at their home university. To be able to attend the course they must hand in a relevant transcript/certificate by March 6th, 2022.



Hinweis: Ihr Anmeldezeitpunkt innerhalb der Frist hat keine Auswirkungen auf die Platzvergabe (kein "first come, first served").


max. 50 Teilnehmer*innen
Sprache: Englisch


Termine (iCal) - nächster Termin ist mit N markiert

Donnerstag 03.03. 09:45 - 11:15 Seminarraum 14 Oskar-Morgenstern-Platz 1 2.Stock
Donnerstag 10.03. 09:45 - 11:15 Seminarraum 14 Oskar-Morgenstern-Platz 1 2.Stock
Donnerstag 17.03. 09:45 - 11:15 Seminarraum 14 Oskar-Morgenstern-Platz 1 2.Stock
Donnerstag 31.03. 09:45 - 11:15 Seminarraum 14 Oskar-Morgenstern-Platz 1 2.Stock
Donnerstag 07.04. 09:45 - 11:15 Seminarraum 14 Oskar-Morgenstern-Platz 1 2.Stock
Donnerstag 28.04. 09:45 - 11:15 Seminarraum 14 Oskar-Morgenstern-Platz 1 2.Stock
Donnerstag 05.05. 09:45 - 11:15 Seminarraum 14 Oskar-Morgenstern-Platz 1 2.Stock
Donnerstag 02.06. 09:45 - 11:15 Seminarraum 14 Oskar-Morgenstern-Platz 1 2.Stock
Donnerstag 09.06. 09:45 - 13:00 Hörsaal 17 Oskar-Morgenstern-Platz 1 2.Stock
Montag 27.06. 09:45 - 11:15 Hörsaal 3 Oskar-Morgenstern-Platz 1 Erdgeschoß


Ziele, Inhalte und Methode der Lehrveranstaltung

The course seeks to address advanced issues in academic research in the field of international marketing. More specifically, the course focuses on topics related to consumer traits and dispositions, in particular consumer xenocentrism. A group project provides students with the opportunity to apply theoretical knowledge to a real-life market context.

The course involves a combination of formal lectures, group presentations and discussions, placing particular emphasis on class interaction. All students must actively participate and contribute to the sessions. Therefore, they are strongly encouraged to study the material listed in the reading list below beforehand.

In case, due to COVID the course cannot take place on location, it will be offered online during the same dates/times. In this case, students are expected to have their cameras on during all sessions.

Art der Leistungskontrolle und erlaubte Hilfsmittel

Performance in the course will be assessed as follows:
- Group project 45%
- Final exam 45%
- Class participation 10%

Mindestanforderungen und Beurteilungsmaßstab

As the course has prüfungsimmanenten Charakter, attendance is compulsory throughout the semester (see also Admission and Attendance Policies on our homepage); more than three absences will automatically result in a failed grade.

Successful completion of the course requires a minimum grade of 50%. The grading system is as follows: 0 to 49% - grade 5, 50 to 59% - grade 4, 60 to 69% - grade 3, 70 to 79% - grade 2, 80 to 100% - grade 1.

Students who fail must repeat the entire course (and must register in the usual way next time the course is offered). No opportunities for make-ups will be offered.


The group project will be tackled in groups of 4-5 students and will involve group presentations and the preparation and presentation of a Market Research Report (further details will be given in the Introduction/Vorbesprechung session); the same grade will be awarded to all students belonging to the same group.

The final exam will be based on the material covered in the lectures and the literature provided.

No material other than a dictonary may be used in the final exam.


Bartsch, F., Riefler, P., & Diamantopoulos, A. (2016). A taxonomy and review of positive consumer dispositions toward foreign countries and globalization. Journal of International Marketing, 24(1), 82-110. doi: 10.1509/jim.15.0021

Cleveland, M., & McCutcheon, G. (2022). Antiglobalscapes: A cross-national investigation of the nature and precursors of consumers’ apprehensions towards globalization. Journal of Business Research, 138, 170-184. doi: 10.1016/j.jbusres.2021.09.011

Papadopoulos, N., Cleveland, M., Bartikowski, B., & Yaprak, A. (2018). Of countries, places and product/brand place associations: An inventory of dispositions and issues relating to place image and its effects. Journal of Product & Brand Management, 27(7), 735-753. doi: 10.1108/JPBM-09-2018-2035

Salomão, M. T., Moraes, S. G., Rocha, M. B. P. da, & Strehlau, V. I. (2020). Consumer dispositions in multicultural contexts: A framework proposition. Revista Brasileira de marketing, 19(3), 683-704. doi: 10.5585/remark.v19i3.15410

Note that additional literature will be provided at the appropriate sessions and will be placed in Moodle.

Zuordnung im Vorlesungsverzeichnis

Letzte Änderung: Do 03.03.2022 16:08