Universität Wien

040257 KU Special Topics in Marketing: International Marketing Management 2 (MA) (2024W)

4.00 ECTS (2.00 SWS), SPL 4 - Wirtschaftswissenschaften
Continuous assessment of course work

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.).

Exchange students must have successfully completed a basic/introductory marketing course at their home university. To be able to attend the course they must hand in a relevant transcript/certificate by October 10th, 2021.

https://international-marketing.univie.ac.at/studies/master-bwibw/courses-ws-202122/
Moodle
Fr 29.11. 11:30-13:00 Digital

Registration/Deregistration

Note: The time of your registration within the registration period has no effect on the allocation of places (no first come, first served).
Register/Deregister for this course

Details

max. 50 participants
Language: English

Lecturers

Classes (iCal) - next class is marked with N

  • Tuesday 17.12. 11:30 - 13:00 Hörsaal 16 Oskar-Morgenstern-Platz 1 2.Stock
  • Wednesday 08.01. 09:45 - 14:45 PC-Seminarraum 2 Oskar-Morgenstern-Platz 1 1.Untergeschoß
    PC-Seminarraum 3 Oskar-Morgenstern-Platz 1 1.Untergeschoß
    Seminarraum 3 Oskar-Morgenstern-Platz 1 1.Stock
  • Thursday 09.01. 09:45 - 14:45 PC-Seminarraum 2 Oskar-Morgenstern-Platz 1 1.Untergeschoß
    PC-Seminarraum 3 Oskar-Morgenstern-Platz 1 1.Untergeschoß
    Seminarraum 15 Oskar-Morgenstern-Platz 1 3.Stock
  • Friday 10.01. 09:45 - 14:45 PC-Seminarraum 2 Oskar-Morgenstern-Platz 1 1.Untergeschoß
    PC-Seminarraum 3 Oskar-Morgenstern-Platz 1 1.Untergeschoß
    Seminarraum 3 Oskar-Morgenstern-Platz 1 1.Stock

Information

Aims, contents and method of the course

The objective of this strategy simulation course is to develop hands-on skills in how to make inter-national 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 of 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 complement-ing the knowledge gained from the International Marketing Management 1 course.

Assessment and permitted materials

Performance in the course will be assessed as follows:

Individual grade:
• Self-Reflection Report 40%

Team grades:
• Country Attractiveness Report 30%*
• Strategy Report 30%*

Minimum requirements and assessment criteria

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

Course Grading: 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.

Examination topics

The simulation game is played in groups of about 3-4 students. Preparation of the country attractiveness report, the game itself and the final presentation 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 consist-ently low group evaluation this will be negatively reflected in his/her team grade. The opposite can also occur, i.e., excellence will be rewarded as well.

Reading list

Country Manager manual & software (http://www.interpretive.com)
Recommended Literature:
McDonald M. and Wilson, H. (2016), Marketing Plans, 8th edition, John Wiley & Sohns (ISBN-13: 978-1119217138).
Doole, I., Lowe, R. and Kenyon, A. (2019), International Marketing Strategy, 8th edition, London, Cengage Learning EMEA (Print ISBN: 9781473758742).
Hollensen S. (2020): Global Marketing, 8th edition, Prentice Hall. (ISBN-13: 9781292251806).
Kotabe, M. and Helsen, K. (2016), Global Marketing Management, 7th edition, NJ, John Wiley and Sons (ISBN: 978-1-119-29871-7).

Association in the course directory

Last modified: We 20.11.2024 16:25