Universität Wien
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040037 SE Seminar Marketing (MA) (2023W)

4.00 ECTS (2.00 SWS), SPL 4 - Wirtschaftswissenschaften
Continuous assessment of course work

Summary

1 Fuchs , Moodle
2 Reisinger , Moodle

Registration/Deregistration

Note: The time of your registration within the registration period has no effect on the allocation of places (no first come, first served).
Registration information is available for each group.

Groups

Group 1

max. 24 participants
Language: English
LMS: Moodle

Lecturers

Classes (iCal) - next class is marked with N

  • Wednesday 04.10. 11:30 - 14:45 Seminarraum 15 Oskar-Morgenstern-Platz 1 3.Stock
  • Wednesday 29.11. 09:45 - 16:30 Seminarraum 3 Oskar-Morgenstern-Platz 1 1.Stock
  • Tuesday 30.01. 09:45 - 16:30 Seminarraum 15 Oskar-Morgenstern-Platz 1 3.Stock
  • Wednesday 31.01. 09:00 - 16:30 Seminarraum 3 Oskar-Morgenstern-Platz 1 1.Stock

Aims, contents and method of the course

This seminar is part of the Major in Marketing and International Marketing. Participants will work on emerging topics in marketing or marketing-related domains. Successful completion of the Minor in Marketing & International Marketing and Data Analysis for Marketing Decisions is needed.

This seminar has several learning goals:
• Familiarize students with emerging topics within the broader field of marketing.
• Improve students’ understanding of scientific work and increase their ability to synthesize relevant findings.
• Increase students’ analytical skills and their ability to link conceptual / theoretical knowledge to practical implications.
• Improve students’ academic writing skills, as well as their communications and presentation skills.

Assessment and permitted materials

The final grade consists of three components:
Group presentation (45%)
Participation (10%)
Final report (45%)

Participants will be assigned to groups of three and will work on a pre-defined topic or research question (students’ preferences will be taken into consideration whenever possible). Each group will receive a few references which will serve as a starting point for the investigation. The groups will need to identify and critically discuss all the relevant literature. We also appreciate if the investigation is enriched with additional data (these might include analyses of industry practices, expert interviews, case study, analysis of available secondary data, etc.). We expect participants to develop new research insights and highlight also relevant research opportunities.

Minimum requirements and assessment criteria

Students achieving less than 50% will fail the course and need to retake the course. Attendance in the first class is required. Class attendance is expected throughout the seminar.

≥ 90%: 1
≥ 80%: 2
≥ 65%: 3
≥ 50%: 4
< 50%: 5 (fail)

Reading list

To be announced.

Group 2

max. 24 participants
Language: German
LMS: Moodle

Lecturers

Classes (iCal) - next class is marked with N

  • Friday 06.10. 15:00 - 16:30 Seminarraum 5 Oskar-Morgenstern-Platz 1 1.Stock
  • Friday 13.10. 15:00 - 16:30 Seminarraum 5 Oskar-Morgenstern-Platz 1 1.Stock
  • Friday 20.10. 15:00 - 16:30 Seminarraum 5 Oskar-Morgenstern-Platz 1 1.Stock
  • Friday 27.10. 15:00 - 16:30 Seminarraum 5 Oskar-Morgenstern-Platz 1 1.Stock
  • Friday 03.11. 15:00 - 16:30 Seminarraum 5 Oskar-Morgenstern-Platz 1 1.Stock
  • Friday 10.11. 15:00 - 16:30 Seminarraum 5 Oskar-Morgenstern-Platz 1 1.Stock
  • Friday 17.11. 15:00 - 16:30 Seminarraum 5 Oskar-Morgenstern-Platz 1 1.Stock
  • Friday 24.11. 15:00 - 16:30 Seminarraum 5 Oskar-Morgenstern-Platz 1 1.Stock
  • Friday 15.12. 15:00 - 16:30 Seminarraum 5 Oskar-Morgenstern-Platz 1 1.Stock
  • Friday 12.01. 15:00 - 16:30 Seminarraum 5 Oskar-Morgenstern-Platz 1 1.Stock
  • Friday 19.01. 15:00 - 16:30 Seminarraum 5 Oskar-Morgenstern-Platz 1 1.Stock
  • Friday 26.01. 15:00 - 16:30 Seminarraum 5 Oskar-Morgenstern-Platz 1 1.Stock

Aims, contents and method of the course

The aim of the course is to analyze, present, and critically document studies in advertising research and to compose the seminar paper as part of a literature seminar. In the first two sessions, the course instructor provides an introduction to the topic. The two subsequent blocks involve individual group discussions and the final presentation. The seminar paper is to be written in German and submitted at the end of the semester.
More information you can find here: https://marketing.univie.ac.at/studium/master/lvs-im-wintersemester/

Assessment and permitted materials

The final grade is determined based on the following components:
• Written seminar paper 60 percent
• Final presentation 40 percent

Minimum requirements and assessment criteria

To successfully complete the course, a minimum total score of 50 percent is required. The passing grade range is evenly distributed. The seminar paper is written within a group. Turnitin is used for plagiarism detection in this course.

Reading list

basic literature
Tellis, G.J. (2004): Effective Advertising – Understanding When, How, and Why Advertising Works, Sage (als e-book über die Bibliothek erhältlich).
additional literature
Lilien, G.L., Rangaswamy, A., De Bruyn, A. (2017): Principles of Marketing Engineering and Analytics, 3rd ed., DecisionPro (insb. Chapter 8: The Digital, Online Revolution in Marketing, 229-255).

Information

Examination topics

Performance will be assessed based on the seminar paper (group report), the group presentation, and class participation (individual).

Association in the course directory

Last modified: Tu 30.01.2024 13:05