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040882 KU International Marketing Simulation (MA) (2020W)

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. 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.

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

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 11th, 2020.



Note: The time of your registration within the registration period has no effect on the allocation of places (no first come, first serve).


max. 50 participants
Language: English


Classes (iCal) - next class is marked with N

Wednesday 07.10. 13:15 - 14:45 Digital
Wednesday 14.10. 13:15 - 14:45 Digital
Wednesday 21.10. 09:45 - 14:45 Digital
Wednesday 28.10. 09:45 - 14:45 Digital
Wednesday 04.11. 09:45 - 14:45 Digital
Wednesday 18.11. 09:45 - 14:45 Digital
Friday 11.12. 16:45 - 18:15 Digital


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 30%

Team grades:
Overall Performance in Simulation 30%*
Country Attractiveness Report 20%*
Final Presentation 20%*

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 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. (2019), International Marketing Strategy, 8th edition, London, Cengage Learning EMEA (Print ISBN: 9781473758742).

Hollensen, S. (2017), Global Marketing, 7th edition, London, Prentice Hall / Pearson Education Limited (ISBN-13: 978-1292100111).

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: Fr 08.01.2021 12:28