Entry Exam

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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 entry exam: Tues­day, 13th Septem­ber 2016, 1.30 pm, Teach­ing Center, TC.0.10 (Audimax).

You can re­gister for the entry exam via the web for the course "Ein­stieg in die SBWL: In­ter­na­tionales Mar­ket­ing Man­age­ment"- #2040, from 1st - 7th of Septem­ber.

Please re­gister for this course only!

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.

Please note that there is no "entry exam" reader avail­able this semester. Please see the links below (2).

(1) Mar­ket­ing Basics

For the Mar­ket­ing Basics we re­com­mend the fol­low­ing read­ing ma­ter­ial:

Mar­ket­ing Man­age­ment, Global Ed­i­tion, 15/E

Philip Kotler

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 where you can find the re­quired read­ings and down­load the rel­ev­ant .PDF files:


Ad­min­is­trat­ive in­form­a­tion for the Entry Exam


  • The exam format con­sists of open en­ded ques­tions and cal­cu­la­tions


  • The exam lan­guage is Eng­lish


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