Universität Wien
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040119 VO ABWL Marketing I (2024W)

3.00 ECTS (2.00 SWS), SPL 4 - Wirtschaftswissenschaften
Moodle

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Details

Language: German, English

Examination dates

Lecturers

Classes (iCal) - next class is marked with N

The lecture takes place in the winter semester every Wednesday from 4:45 PM to 6:15 PM.

PLEASE NOTE: The lectures do not always take place in the same lecture hall! Therefore, please check before each session in which lecture hall the lecture will be held.

  • Wednesday 02.10. 16:45 - 18:15 Hörsaal 6 Oskar-Morgenstern-Platz 1 1.Stock
  • Wednesday 09.10. 16:45 - 18:15 Hörsaal 6 Oskar-Morgenstern-Platz 1 1.Stock
  • Wednesday 16.10. 16:45 - 18:15 Hörsaal 4 Oskar-Morgenstern-Platz 1 Erdgeschoß
  • Wednesday 23.10. 16:45 - 18:15 Hörsaal 4 Oskar-Morgenstern-Platz 1 Erdgeschoß
  • Wednesday 30.10. 16:45 - 18:15 Hörsaal 6 Oskar-Morgenstern-Platz 1 1.Stock
  • Wednesday 06.11. 16:45 - 18:15 Hörsaal 4 Oskar-Morgenstern-Platz 1 Erdgeschoß
  • Wednesday 13.11. 16:45 - 18:15 Hörsaal 6 Oskar-Morgenstern-Platz 1 1.Stock
  • Wednesday 20.11. 16:45 - 18:15 Hörsaal 6 Oskar-Morgenstern-Platz 1 1.Stock
  • Wednesday 27.11. 16:45 - 18:15 Hörsaal 6 Oskar-Morgenstern-Platz 1 1.Stock
  • Wednesday 04.12. 16:45 - 18:15 Hörsaal 6 Oskar-Morgenstern-Platz 1 1.Stock
  • Wednesday 11.12. 16:45 - 18:15 Hörsaal 6 Oskar-Morgenstern-Platz 1 1.Stock
  • Wednesday 08.01. 16:45 - 18:15 Hörsaal 6 Oskar-Morgenstern-Platz 1 1.Stock
  • Wednesday 15.01. 16:45 - 18:15 Hörsaal 6 Oskar-Morgenstern-Platz 1 1.Stock
  • Wednesday 22.01. 16:45 - 18:15 Hörsaal 6 Oskar-Morgenstern-Platz 1 1.Stock

Information

Aims, contents and method of the course

This course offers an introduction to marketing. In five thematic blocks - (1) understanding marketing, (2)uUnderstanding customers & markets, (3) strategic marketing planning, (4) designing the marketing mix, and (5) implementing Sustainable Marketing - the lecturer systematically guides students through the exam literature (i.e., the specified textbook) in interactive lecture sessions. The topics and concepts covered are illustrated with practical examples and mutually discussed in the lecture hall.

In this course, you will (1) become familiar with the terminology, tasks, opportunities, and limitations of marketing, (2) develop an understanding of marketing as a strategic approach for customer- and success-oriented market presence, and (3) systematically engage with the conception, benefits, application, and mutual coordination of various marketing instruments (the "4 Ps").

The lecture takes place weekly. It is held on-site (in the lecture hall) as well as streamed and recorded. Lecture units are designed to build on one another. The lecture is non-compulsory, meaning attendance in the lecture sessions is not mandatory. For exam preparation, recordings of all lecture units (including slides and handouts) are available on Moodle after each session until the last exam date of this lecture.

Assessment and permitted materials

Assessment will be conducted at the end of the course through a written test (in-person in the format "online in the lecture hall"). The exam may be taken in german or english. Registration for the chosen option (german or english) is required.

The exam consists of 50 questions to be answered within 60 minutes. Format: single-choice questions - one out of 4 answer-options is correct, the correct response is to be identified. A maximum of 50 points can be achieved in total (1 point per correct answer). There is no deduction of points for incorrect answers. You can navigate between questions, and you are free to answer them in any order during the test.

Minimum requirements and assessment criteria

Performance is assessed based on the test result (maximum: 50 points).
Grading is based on the following assessment key:
Excellent ≥ 88% (44 points)
Good ≥ 75% (38 points)
Satisfactory ≥ 63% (32 points)
Sufficient ≥ 50% (25 points)
Insufficient (not passed) < 50% (0-24 points)

Examination topics

Material for exam preparation: textbook (all chapters!).

Textbook content will be presented and discussed chapterwise in the lecture, and a holistic understanding of marketing shall be developed. Powerpoint slides and recorded lecture sessions will be accessible via moodle throughout the semester.

A short example test ( accessible online in Moodle) shall give additional guidance for test preparation.

Reading list

otler, Philip | Armstrong, Gary | Harris, Lloyd D. | He, Hongwei (2022): FOUNDATIONS OF MARKETING, 8th (updated) edition, Pearson.

Also available in English:
Kotler, Philip | Armstrong, Gary | Balasubramanian, Sridhar (2024): PRINCIPLES OF MARKETING, 9th Global Edition, Pearson.

NOTE:
Hard copy copies and electronic access to the textbook through the university library are only available in very limited numbers. For optimal exam preparation, it is therefore recommended to acquire your own (e-book) version of the textbook.

Association in the course directory

Last modified: Tu 07.01.2025 21:05