| Dozent/in |
Christina Sichtmann |
| Veranstaltungsart |
Seminar |
| Code |
FS251068 |
| Semester |
Frühjahrssemester 2025 |
| Durchführender Fachbereich |
Wirtschaftswissenschaften |
| Studienstufe |
Bachelor
Master |
| Termin/e |
Mi, 26.02.2025, 16:15 - 18:00 Uhr, E.509
Mi, 12.03.2025, 12:15 - 14:00 Uhr, E.509
Mo, 07.04.2025, 14:15 - 20:00 Uhr, HS 8
Di, 08.04.2025, 14:15 - 20:00 Uhr, HS 2
Mi, 09.04.2025, 14:15 - 20:00 Uhr, HS 8 |
| Umfang |
2 Semesterwochenstunden |
| Turnus |
Block course
|
| Inhalt |
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.
Each participant will have to pay an amount of CHF 55 for the required software in the session on February 26nd, 2025. Please note that you cannot participate in the course without buying the software! Later payments are not possible!
The course involves a combination of playing the simulation, 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.
|
| Lernziele |
After completion of the course, participants should have gained a broad appreciation of critical decisions in international marketing, thus complementing the knowledge gained from (International) Marketing courses.
More specifically, students should acquire the following by the end of the course:
• Understanding of fundamental issues in and approaches to global marketing
• Ability to analyze global marketing situations and develop effective marketing plans and solutions
• Appreciation of culture and its impact on marketing and management
• Development of both independent and cooperative work skills for the international marketing profession |
| Voraussetzungen |
Bachelor students should have taken a Global Marketing course. For master students this is recommended. At least they should have taken «Marketing Management». |
| Sprache |
Englisch |
| Begrenzung |
Max. 50 participants |
| Anmeldung |
To attend the course /
exercise, registration via e-learning platform OLAT is required. Registration
is possible from 3 – 28 February 2025. The students themselves are
responsible for checking the creditability of the course to their course of
study.
Direct link to OLAT course: https://lms.uzh.ch/url/RepositoryEntry/17670242419 |
| Prüfung |
***IMPORTANT*** In order to acquire credits, resp. to take the examination, registration via the Uni Portal within the examination registration period is ESSENTIALLY REQUIRED. Further information on registration: www.unilu.ch/wf/pruefungen |
| Abschlussform / Credits |
Performance in the simulation; written paper; speech / presentation / 3 Credits
|
| Hörer-/innen |
Nach Vereinbarung |
| Kontakt |
christina.sichtmann@doz.unilu.ch |
| Anzahl Anmeldungen |
0 von maximal 50 |
| Literatur |
Materials provided with the software (included in fee)
Hollensen, S. (2020): Global Marketing, 8th ed., Pearson |