040419 VK KFK iMAR: Adv. Topics in Internat. Marketing (E) (2016S)
Continuous assessment of course work
Labels
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 International Marketing Part 1, International Marketing Research Part 1 and International Data Analysis.It is absolutely essential that all registered students attend the first session on March 2nd, 2016 (Introduction/Vorbesprechung) as failure to do so will result in their exclusion from the course.Erasmus students must have successfully completed at least one international 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/advanced-topics-in-international-marketing/
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).
- Registration is open from We 17.02.2016 09:00 to We 24.02.2016 12:00
- Deregistration possible until Mo 14.03.2016 23:59
Details
max. 50 participants
Language: English
Lecturers
Classes (iCal) - next class is marked with N
- Wednesday 02.03. 09:45 - 11:15 Hörsaal 5 Oskar-Morgenstern-Platz 1 Erdgeschoß
- Wednesday 09.03. 09:45 - 11:15 Hörsaal 5 Oskar-Morgenstern-Platz 1 Erdgeschoß
- Wednesday 16.03. 09:45 - 11:15 Hörsaal 5 Oskar-Morgenstern-Platz 1 Erdgeschoß
- Wednesday 06.04. 09:45 - 11:15 Hörsaal 5 Oskar-Morgenstern-Platz 1 Erdgeschoß
- Wednesday 13.04. 09:45 - 11:15 Hörsaal 5 Oskar-Morgenstern-Platz 1 Erdgeschoß
- Wednesday 20.04. 09:45 - 11:15 Hörsaal 5 Oskar-Morgenstern-Platz 1 Erdgeschoß
- Wednesday 27.04. 09:45 - 11:15 Hörsaal 5 Oskar-Morgenstern-Platz 1 Erdgeschoß
- Wednesday 04.05. 09:45 - 11:15 Hörsaal 5 Oskar-Morgenstern-Platz 1 Erdgeschoß
- Wednesday 11.05. 09:45 - 11:15 Hörsaal 5 Oskar-Morgenstern-Platz 1 Erdgeschoß
- Wednesday 18.05. 09:45 - 11:15 Hörsaal 5 Oskar-Morgenstern-Platz 1 Erdgeschoß
- Wednesday 01.06. 08:00 - 16:30 Hörsaal 17 Oskar-Morgenstern-Platz 1 2.Stock
- Wednesday 29.06. 09:45 - 11:15 Hörsaal 5 Oskar-Morgenstern-Platz 1 Erdgeschoß
Information
Aims, contents and method of the course
The course seeks to address key issues in academic research in the field of international marketing. In particular, research on global/local branding, country of origin and international consumer behavior are the major interest of this course. Group projects provide students the opportunity to apply these research topics in an Austrian context.The course involves a combination of formal lectures and discussions, placing particular emphasis on student participation. All students must come prepared to all sessions. Therefore, they are all supposed to study the material on the reading list beforehand.
Assessment and permitted materials
Performance in the course will be assessed as follows:
Group Project Presentation and Report 45%
Final Exam 45%
Class Participation 10%To develop interpersonal and communication skills, students will be tackled in groups of 2-5 students to prepare and present group projects. This is an integral part of the course. All the material covered is examinable.No material other than a dictonary may be used in the final exam.
Group Project Presentation and Report 45%
Final Exam 45%
Class Participation 10%To develop interpersonal and communication skills, students will be tackled in groups of 2-5 students to prepare and present group projects. This is an integral part of the course. All the material covered is examinable.No material other than a dictonary may be used in the final exam.
Minimum requirements and assessment criteria
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 needs to be attained overall 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 group project will be tackled in groups of 2-5 students and will involve the preparation and presentation of a written report (further details will be given in later sessions); the same grade for the Group Project Report will be awarded to all students belonging to the same group.Class participation will be assessed individually.The final exam will last 60 minutes and will be based on the material covered in the lectures and the additional literature.
Reading list
Global/Local Branding
Dawar, N., & Frost, T. (1999). Competing with Giants: Survival Strategies for Local Companies in Emerging Markets. Harvard Business Review, 77, 119-132.
Dimofte, C., Johansson, J., & Ronkainen, I. (2008). Cognitive and Affective Reactions of U.S. Consumers to Global Brands. Journal of International Marketing, 16(4), 113-135.
Ger, G. (1999). Localizing in the Global Village: Local Firms Competing in Global Markets. California Management Review, 41(4), 64-83.
Özsomer, A., & Altaras S. (2008). Global Brand Purchase Likelihood: A Critical Synthesis and an Integrated Conceptual Framework. Journal of International Marketing, 16(4), 1-28.
Steenkamp, J. B. (2014). How Global Brands Create Firm Value: The 4V Model. International Marketing Review, 31(1), 5-29.Country of Origin
Chattalas, M., Kramer, T., & Takada, H. (2008). The Impact of National Stereotypes on the Country of Origin Effect: A Conceptual Framework. International Marketing Review, 25(1), 54-74.
Dinnie, K. (2004). Country-of-Origin 1965-2004: A Literature Review. Journal of Customer Behaviour, 3(2), 165-213.
Samiee, S. (1994). Customer Evaluation of Products in a Global Market. Journal of International Business Studies, 25(3), 579-604.
Usunier, J-C, & Cestre, G. (2007). Product Ethnicity: Revisiting the Match between Products and Countries. Journal of International Marketing, 15(3), 32-72.Consumers in the International Marketplace
Oberecker, E. M., Riefler, P., & Diamantopoulos, A. (2008). The Consumer Affinity Construct: Conceptualization, Qualitative Investigation, and Research Agenda. Journal of International Marketing, 16(3), 23-56.
Riefler, P., Diamantopoulos, A., & Siguaw, J. (2011). Cosmopolitan Consumers as a Target Group for Segmentation. Journal of International Business Studies, 43(3), 285-305.
Riefler, P., & Diamantopoulos, A. (2007). Consumer Animosity: A Literature Review and a Reconsideration of its Measurement. International Marketing Review, 24(1), 87-119.
Shankarmahesh, M. N. (2006). Consumer Ethnocentrism: An Integrative View of its Antecedents and Consequences. International Marketing Review, 23(2), 146-172.
Steenkamp, J. B., & de Jong, M. G. (2010). A Global Investigation into the Constellation of Consumer Attitudes Toward Global and Local Products. Journal of Marketing, 74(November), 18-40.Consumer Culture Positioning
Alden, D. L., Steenkamp, J. B., & Batra, R. (1999). Brand Positioning through Advertising in Asia, North America, and Europe: The Role of Global Consumer Culture. Journal of Marketing, 63(1), 75-87Additonal literature might be provided later in class.
Dawar, N., & Frost, T. (1999). Competing with Giants: Survival Strategies for Local Companies in Emerging Markets. Harvard Business Review, 77, 119-132.
Dimofte, C., Johansson, J., & Ronkainen, I. (2008). Cognitive and Affective Reactions of U.S. Consumers to Global Brands. Journal of International Marketing, 16(4), 113-135.
Ger, G. (1999). Localizing in the Global Village: Local Firms Competing in Global Markets. California Management Review, 41(4), 64-83.
Özsomer, A., & Altaras S. (2008). Global Brand Purchase Likelihood: A Critical Synthesis and an Integrated Conceptual Framework. Journal of International Marketing, 16(4), 1-28.
Steenkamp, J. B. (2014). How Global Brands Create Firm Value: The 4V Model. International Marketing Review, 31(1), 5-29.Country of Origin
Chattalas, M., Kramer, T., & Takada, H. (2008). The Impact of National Stereotypes on the Country of Origin Effect: A Conceptual Framework. International Marketing Review, 25(1), 54-74.
Dinnie, K. (2004). Country-of-Origin 1965-2004: A Literature Review. Journal of Customer Behaviour, 3(2), 165-213.
Samiee, S. (1994). Customer Evaluation of Products in a Global Market. Journal of International Business Studies, 25(3), 579-604.
Usunier, J-C, & Cestre, G. (2007). Product Ethnicity: Revisiting the Match between Products and Countries. Journal of International Marketing, 15(3), 32-72.Consumers in the International Marketplace
Oberecker, E. M., Riefler, P., & Diamantopoulos, A. (2008). The Consumer Affinity Construct: Conceptualization, Qualitative Investigation, and Research Agenda. Journal of International Marketing, 16(3), 23-56.
Riefler, P., Diamantopoulos, A., & Siguaw, J. (2011). Cosmopolitan Consumers as a Target Group for Segmentation. Journal of International Business Studies, 43(3), 285-305.
Riefler, P., & Diamantopoulos, A. (2007). Consumer Animosity: A Literature Review and a Reconsideration of its Measurement. International Marketing Review, 24(1), 87-119.
Shankarmahesh, M. N. (2006). Consumer Ethnocentrism: An Integrative View of its Antecedents and Consequences. International Marketing Review, 23(2), 146-172.
Steenkamp, J. B., & de Jong, M. G. (2010). A Global Investigation into the Constellation of Consumer Attitudes Toward Global and Local Products. Journal of Marketing, 74(November), 18-40.Consumer Culture Positioning
Alden, D. L., Steenkamp, J. B., & Batra, R. (1999). Brand Positioning through Advertising in Asia, North America, and Europe: The Role of Global Consumer Culture. Journal of Marketing, 63(1), 75-87Additonal literature might be provided later in class.
Association in the course directory
Last modified: Mo 07.09.2020 15:29