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
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.