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Entry Exam

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 - 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 or participate in the mentioned courses if you have not passed the entry exam.

Date, time and place of the next entry exam: Wednesday, 1st of February 2023, 6:00 pm – 7:00 pm. Due to the present circumstances, our entry exam will be held online.

Please register for the entry exam via course number 4868. You can register for the entry exam via the web for the course "Access to Specialization: International Marketing Management"- #4868, from 26th January to 29th January, 2022. Please register for this course only!

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:

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

Please follow the link to learn@wu where you will find the list of readings/articles to download for the SS 23 entry exam.

Additional information for the Entry Exam

  • The exam is made up of open-ended and single-choice questions

  • The language of the exam is English

To view an example of the exam questions, please click here.