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040882 KU International Marketing Simulation (MA) (2018W)

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

Each participant will have to pay an amount of 40 Euro for the required software during the first session on 3rd of October 2018. 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 on 3rd of October 2018 (Introduction/Vorbesprechung) as failure to do so will result in their exclusion from the course.

Completion of the course International Marketing Management 1 is highly recommended.

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 October 10th, 2018.

http://international-marketing.univie.ac.at/teaching/master-bwibw/courses-ws-1819/#c647778

Details

max. 50 participants
Language: English

Lecturers

Classes (iCal) - next class is marked with N

Wednesday 03.10. 13:15 - 14:45 Hörsaal 7 Oskar-Morgenstern-Platz 1 1.Stock
Monday 08.10. 13:15 - 14:45 PC-Seminarraum 2 Oskar-Morgenstern-Platz 1 1.Untergeschoß
Wednesday 17.10. 08:00 - 09:30 Hörsaal 3 Oskar-Morgenstern-Platz 1 Erdgeschoß
Wednesday 24.10. 13:15 - 14:45 Hörsaal 7 Oskar-Morgenstern-Platz 1 1.Stock
Tuesday 06.11. 11:30 - 13:00 Hörsaal 16 Oskar-Morgenstern-Platz 1 2.Stock
Wednesday 07.11. 08:00 - 09:30 Hörsaal 3 Oskar-Morgenstern-Platz 1 Erdgeschoß
Wednesday 14.11. 13:15 - 14:45 Hörsaal 7 Oskar-Morgenstern-Platz 1 1.Stock
Wednesday 21.11. 13:15 - 14:45 Hörsaal 7 Oskar-Morgenstern-Platz 1 1.Stock
Thursday 22.11. 08:00 - 16:30 Hörsaal 16 Oskar-Morgenstern-Platz 1 2.Stock
Wednesday 28.11. 13:15 - 14:45 Hörsaal 7 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 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 International Marketing Management 1 course.

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.

Assessment and permitted materials

Performance in the course will be assessed as follows:
Individual grades:
Self Reflection Report 20%

Team grades:
Overall Performance in Simulation 10%
Country Attractiveness Report 10%
Poster presentation on Marketing plan 20%
Presentation 20%
Final group work 20%

The simulation game is played in groups of about 3-4 students. Preparation of the country attractiveness report, poster presentation, presentation, and final group work 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 team grade. The opposite can also occur, i.e., excellence will be rewarded as well.

Minimum requirements and assessment criteria

As the course has "prüfungsimmanenten Charakter", attendance is compulsory throughout the semester also throughout the presentation block (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.

Examination topics

Reading list

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. (2016), International Marketing Strategy, 7th edition, London, Cengage Learning EMEA (ISBN-13: 978-1473723702).

Hollensen, S. (2016), Global Marketing, 7th edition, London, Prentice Hall / Pearson Education Limited (ISBN-13: 978-1292100111).

Kotabe, M. and Helsen, K. (2014), Global Marketing Management, 6th edition, NJ, John Wiley and Sons (ISBN-13: 978-1118466483).

Association in the course directory

Last modified: We 13.03.2019 11:07