Universität Wien

040882 FK KFK iMAR: Internat. Marketing Strategy Simulat.(E) (2016S)

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

Each participant will have to pay an amount of 40 euro for the required software during the first session on March 1st, 2016. Please note that you cannot participate in the course without buying the software and paying in the first session! Later payments are not possible! Moreover, this amount cannot be refunded for students subsequently dropping the 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.

Erasmus students must have successfully completed at least one marketing course at their home university. To be able to attend the course they must hand in a relevant transcript/certificate by March 14th, 2016.

http://international-marketing.univie.ac.at/teaching/courses-ss16/international-marketing-strategy-simulation/
Moodle

An/Abmeldung

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

Details

max. 50 Teilnehmer*innen
Sprache: Englisch

Lehrende

Termine (iCal) - nächster Termin ist mit N markiert

Dienstag 01.03. 15:00 - 16:30 Hörsaal 8 Oskar-Morgenstern-Platz 1 1.Stock
Dienstag 08.03. 15:00 - 16:30 Hörsaal 8 Oskar-Morgenstern-Platz 1 1.Stock
Dienstag 15.03. 15:00 - 16:30 Hörsaal 8 Oskar-Morgenstern-Platz 1 1.Stock
Dienstag 05.04. 15:00 - 16:30 Hörsaal 8 Oskar-Morgenstern-Platz 1 1.Stock
Dienstag 12.04. 15:00 - 16:30 Hörsaal 8 Oskar-Morgenstern-Platz 1 1.Stock
Dienstag 19.04. 15:00 - 16:30 Hörsaal 8 Oskar-Morgenstern-Platz 1 1.Stock
Dienstag 26.04. 15:00 - 16:30 Hörsaal 8 Oskar-Morgenstern-Platz 1 1.Stock
Dienstag 03.05. 15:00 - 16:30 Hörsaal 8 Oskar-Morgenstern-Platz 1 1.Stock
Dienstag 10.05. 15:00 - 16:30 Hörsaal 8 Oskar-Morgenstern-Platz 1 1.Stock
Dienstag 24.05. 08:00 - 18:15 Hörsaal 16 Oskar-Morgenstern-Platz 1 2.Stock

Information

Ziele, Inhalte und Methode der Lehrveranstaltung

The objective of this strategy simulation course is to develop hands-on skills of how to make international marketing decisions. Emphasis is put on the computer simulation game Country Manager which focuses on the managerial issues arising when companies plan and execute market entry into new countries. This exercise allows students to experience the challenges pertaining to corresponding decisions by playing the role of a responsible manager for a major consumer products company. Students have to decide on the countries to enter, the mode of entry, the segments to target, and every aspect of the marketing mix (price, promotion, place and product) and will get immediate feedback on the consequences of their actions. After completion of the course, participants should have gained a broad appreciation of critical decisions in international marketing, thus complementing the knowledge gained from the IM1 and IM2 courses.

The course involves a combination of discussion sessions and presentations, placing particular emphasis on student participation.
All students must come prepared to all sessions. This is an integral part of the course and the material covered is relevant for further advancement in the simulation game.

Art der Leistungskontrolle und erlaubte Hilfsmittel

Performance in the course will be assessed as follows:
Individual grades:
Class Participation 15%
Presentations 25%

Team grades:
Overall Performance in Simulation 10%
Country Attractiveness Report 10%
Marketing plan and Market Share Exercise 20%
Final report 20%

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.

A minimum of 50 percent of the overall points on total needs to be attained to pass the course. The grading system looks 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.

Prüfungsstoff

The class participation mark will be based on class attendance and the quantity and quality of contributions made referring to the decisions from all groups participating in the simulation game throughout the semester. Presentation skills will also be assessed individually.

The simulation game is played in groups of about 3-4 students. Preparation of the country attractiveness report, marketing plan and the final report, as well as all presentations are done with the respective groups. (further details will be given in the Introduction/Vorbesprechung session!).

NOTE: We will conduct a peer rating to minimize team free-riding. For this peer rating, each team member will evaluate the performance of all other team members. If a student receives a consistently low group evaluation this will be negatively reflected in his/her individual grade. The opposite can also occur, i.e., excellence will be rewarded as well.

Literatur

Country Manager manual & software (http://www.interpretive.com/rd5/index.php?pg=student_guide)

Recommended Literature:
McDonald M. (2007), Marketing Plans, 6th edition, Oxford: Butterworth Heinemann (ISBN-10: 0-7506-8386-4).
Bradley, F. (2002), International Marketing Strategy, 4th edition, Harlow, Pearson, Education Limited (ISBN 0-273-65571-X).
Doole, I. and Lowe, R. (2008), International Marketing Strategy, 5th edition, London, Cengage Learning EMEA (ISBN-10: 1844807630).
Hollensen, S. (2011), Global Marketing Management, 5th edition, London, Prentice Hall / Pearson Education Limited (ISBN 978-0-273-72622-7).
Kotabe, M. and Helsen, K. (2007), Global Marketing Management, 4th edition, NJ, John Wiley and Sons (ISBN-10: 0471755273).

Zuordnung im Vorlesungsverzeichnis

Letzte Änderung: Mo 07.09.2020 15:29