The IMM Entry Exam is obligatory for all students willing to study the IMM specialization, starting with 2 core courses - Foundations and Applications in IMM.
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 bring a copy of your Sammelzeugnis with you to the entry exam).
For a complete list of requirements please see the following link.
Please also note that you cannot start the IMM specialization or participate in the mentioned courses if you have not passed the entry exam.
Date, time and place of the next entry exam: Thursday, 5th of September 2019,
1 pm – 2 pm, Teaching Center, TC.0.10 (Audimax).
The course for registering for the entry exam can be found on Learn and is the following:
1440 Access to Specialization in Business Administration: International Marketing Management
For any questions please get in touch with our Secretary Pam Taylor.
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:
Marketing Management, Global Edition, 15/E
Kevin Lane Keller
ISBN-10: 1292092629 •ISBN-13: 9781292092621
©2016 • Pearson • Paper, 832 pp Published 30 Apr 2015 • In stock
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.
Developing Marketing Strategies and Plans (Chapter 2)
Collecting Information and Forecasting Demand (Chapter 3)
Conducting Marketing Research (Chapter 4)
Analyzing Consumer Markets (Chapter 6)
Identifying Market Segments and Targets (Chapter 9)
Setting Product Strategy (Chapter 13)
Developing Pricing Strategies and Programs (Chapter 16)
Designing and Managing Integrated Marketing Communications (Chapter 19)
(2) Specific articles on International Marketing Management
Please follow the link to learn@wu and open the link below. There you will find the list of articles to be downloaded for the entry exam.
Additional information for the Entry Exam
The exam is made up of open ended questions and calculations
The language of the exam is English
To view an example of the exam questions, please click here.