The IMM Entry Exam is compulsory for all students wanting to study the IMM specialization, starting with our 2 core courses: 

1. Foundations in International Marketing Management

2. Applications in International Marketing Management 

Please be aware that one of the requirements needed in order to register for the entry exam is that you already have completed the basic Marketing Course (please upload a copy of your Sammelzeugnis on LEARN by February 15th 2025, 5:00 pm at the latest - just for BaWiSo and BA WiRe students).

Please be aware that this requirement does not apply to BBE students.

For a complete list of requirements please see the following link.

Please also note that you cannot start the IMM specialization if you have not successfully passed the entry exam.

Date, time and place of the next entry exam: Tuesday, 11th February 2025, 5:30 pm – 6:15 pm, ONLINE. 

Please register for the entry exam via course number 4727. You can register for the entry exam via the web for the course "Access to Specialization: International Marketing Management"- #4727, from 30th January to 5th February, 2025. Please register for this course only!

For any questions please contact pamela.taylor@wu.ac.at. 

Content of the Entry Exam

The entry exam consists of two sections: (1) Marketing Basics and (2) specific topics on International Marketing Management based on the referenced articles.

(1) Marketing Basics

For the Marketing Basics we recommend the following reading material:

Kotler, Keller & Chernev (2022): Marketing Management, Global Edition, 16/E • Pearson 

If there are no more copies of this book available in the WU library, then you can also use another edition of this book but please note that the chapter titles in other editions may be numbered differently, so please take this into account when learning for the exam. 

The following list of topics should help you to focus on the most important concepts and models in marketing and to give you some orientation on what to prepare for the entry exam:

• Marketing Planning and Management (Chapter 2)

• Analyzing Consumer Markets (Chapter 3)

• Conducting Marketing Research (Chapter 5)

• Identifying Market Segments and Target Customers (Chapter 6)

• Designing and Managing Products (Chapter 8)

• Managing Pricing and Sales Promotions (Chapter 11)

• Designing an Integrated Marketing Campaign in the Digital Age (Chapter 13)

• Tapping into Global Markets (Chapter 20).

Please note that all information is subject to change.

(2) Specific articles on International Marketing Management

The required specific articles for the SS 2025 entry exam are:

• Bowers, J., Parris, D. L., Qiong Wang, McRae, D., Guzmán, F., & Bolino, M. (2024). The New Rules of Marketing Across Channels. Harvard Business Review Digital Articles, 1–11.

• Dalsace, F., & Challagalla, G. (2024). How to Market Sustainable Products. Harvard Business Review, 102(2), 80–87.

• Taite, M. (2024). How One Marketing Team Made AI Part of Its Daily Work. Harvard Business Review Digital Articles, 1–8.

• Villena, V. H., & Gioia, D. A. (2020). A More Sustainable Supply Chain. Harvard Business Review, 98(2), 84–93.

• Hochstein, B., Voorhees, C., Johnson, R., McCoy, N., & Mehrotra, V. (2024). Toward Healthier B2B Relationships. Harvard Business Review, 102(4), 104–113.

• Prashantham, S., & Woetzel, L. (2024). To Create a Greener Future, the West Can’t Ignore China. Harvard Business Review, 102(3), 104–113.

All of the articles are accessible via WU network using the database EBSCO Business Source Premier. More info on the access information can be found here. 

Additional information for the Entry Exam

• The exam is made up of single-choice questions 

• The language of the exam is English