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040138 UK ABWL Marketing II (2023S)

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

Summary

1 Raff , Moodle
2 Leri , Moodle
3 Montanari , Moodle
4 REMOTE Glaser , 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. 50 participants
Language: German
LMS: Moodle

Lecturers

Classes (iCal) - next class is marked with N

  • Monday 06.03. 11:30 - 13:00 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
  • Monday 20.03. 11:30 - 13:00 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
  • Monday 27.03. 11:30 - 13:00 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
  • Monday 17.04. 11:30 - 13:00 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
  • Monday 24.04. 11:30 - 13:00 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
  • Monday 08.05. 11:30 - 13:00 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
  • Monday 15.05. 11:30 - 13:00 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
  • Monday 22.05. 11:30 - 13:00 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
  • Monday 05.06. 11:30 - 13:00 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
  • Monday 12.06. 11:30 - 13:00 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
  • Monday 19.06. 11:30 - 13:00 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
  • Monday 26.06. 11:30 - 13:00 Hörsaal 14 Oskar-Morgenstern-Platz 1 2.Stock

Aims, contents and method of the course

This course deepens the contents previously taught in the course VO ABWL Marketing 1. The terminology and basic concepts of marketing learned are now applied to real marketing problems. Case studies are used to analyse real companies from Austrian and International marketing practice. The elaborated case studies are then presented by the group and discussed in plenary. The course is intended to encourage further study of the subject of marketing and the consideration of marketing decisions from a management perspective.

The course deals with already known topics of marketing in a more in-depth form and should help to sharpen the understanding of complex practical decisions in the field of marketing.

In the context of strategic marketing, the following topics are examined in more detail:
- Marketing environment
- Consumer behaviour
- Market research
- Market segmentation and market positioning

In the second half of the course, operational marketing decisions are examined:
- Product policy
- Communication policy
- Pricing policy

Assessment and permitted materials

The course is prüfungsimmanent and the performance is based on following parts:
Small case study 10%
Elaboration and presentation of the main case study 40%
Participation 20% (Feedbackgroups, participation during the lecture)
Final test 30%

Participation is achieved when students contribute regularly, actively and meaningfully. The focus of the final test is on the application of the concepts learned in the VO ABWL Marketing 1. For a positive completion of the UK Marketing, a total of at least 50 % is required.

Attendance is compulsory. Students who are absent more than four times will be assessed negatively. Attendance is required for the presentation of the own case study!

Minimum requirements and assessment criteria

Sehr gut ≥ 88%
Gut ≥ 75%
Befriedigend ≥ 63%
Genügend ≥ 50%

Examination topics

The examination material includes the contents of the course as well as the listed literature on which the individual units of the course are based.
For the exam preparation, the students will be provided with course materials via Moodle, which follow the contents of the textbook.

Reading list

Kotler, P., Armstrong, G., Harris, L. C., Piercy, N. (2019): Grundlagen des Marketing, siebte Edition., Pearson Education Deutschland GmbH.

Die Lehrveranstaltung wird durch die E-Learning Plattform Moodle unterstützt. Studierende mit einem gültigen u:net Account werden nach der ersten Einheit vom LV-Leiter freigeschaltet. Informationen bezüglich des Kurses werden so den Kollegen zugänglich gemacht.

Weitere Informationen finden Sie unter: https://marketing.univie.ac.at/studium/bachelor/lvs-im-sommersemester/

Group 2

max. 50 participants
Language: English
LMS: Moodle

Lecturers

Classes (iCal) - next class is marked with N

  • Thursday 02.03. 11:30 - 13:00 Hörsaal 7 Oskar-Morgenstern-Platz 1 1.Stock
  • Thursday 16.03. 11:30 - 13:00 Hörsaal 7 Oskar-Morgenstern-Platz 1 1.Stock
  • Thursday 23.03. 11:30 - 13:00 Hörsaal 7 Oskar-Morgenstern-Platz 1 1.Stock
  • Thursday 30.03. 11:30 - 13:00 Hörsaal 7 Oskar-Morgenstern-Platz 1 1.Stock
  • Thursday 20.04. 11:30 - 13:00 Hörsaal 7 Oskar-Morgenstern-Platz 1 1.Stock
  • Thursday 27.04. 11:30 - 13:00 Hörsaal 14 Oskar-Morgenstern-Platz 1 2.Stock
  • Thursday 04.05. 11:30 - 13:00 Hörsaal 4 Oskar-Morgenstern-Platz 1 Erdgeschoß
  • Thursday 11.05. 11:30 - 13:00 Hörsaal 7 Oskar-Morgenstern-Platz 1 1.Stock
  • Thursday 25.05. 11:30 - 13:00 Hörsaal 7 Oskar-Morgenstern-Platz 1 1.Stock
  • Thursday 01.06. 11:30 - 13:00 Hörsaal 7 Oskar-Morgenstern-Platz 1 1.Stock
  • Friday 16.06. 11:30 - 13:00 Hörsaal 9 Oskar-Morgenstern-Platz 1 1.Stock
  • Thursday 22.06. 11:30 - 13:00 Hörsaal 7 Oskar-Morgenstern-Platz 1 1.Stock
  • Thursday 29.06. 09:45 - 11:15 Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
  • Thursday 29.06. 11:30 - 13:00 Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
    Hörsaal 16 Oskar-Morgenstern-Platz 1 2.Stock

Aims, contents and method of the course

The course seeks to apply key marketing concepts acquired in the ABWL Marketing I course to real-life examples as well as to provide new theoretical and practical knowledge on additional marketing topics such as Business-to-Business Marketing, Services Marketing, International Marketing, Marketing Implementation and Control, and Ethical Marketing.
Both the course and the final exam will be held in English. The course has “prüfungsimmanenten Charakter”, therefore attendance is compulsory throughout the semester (see also Admission and At-tendance Policies on our homepage); more than three absences will automatically result in a “fail” grade.

Assessment and permitted materials

The total performance of the course participants includes the following partial performances:

Group work/ Presentation (Team grade) (30%)
Midterm Exam (Sessions 2-6) (25%)
Final Exam (Sessions 8-12) (45%)

The group presentations will involve groups of up to 5 students. The same grade will be awarded to all students of the same group. All group members have to contribute and participate in both the presentation and later discussion.
The midterm exam will be based on the material covered in the student presentations (Sessions: 2, 3, 4, 5, 6). Therefore, it is essential that you study the corresponding chapters and actively participate in the presentations.
The final exam will be based only on the new topics covered by the instructor in the second half of the course (Sessions: 8, 9, 10, 11, 12). The relevant material includes the corresponding book chapters as well as everything that has been covered in the lectures.
Students who fail the course must repeat the entire course (and must register in the usual way next time the course is offered).

Minimum requirements and assessment criteria

The course's target audience is Bachelor students who have successfully completed ABWL Marketing I. It is therefore NOT possible to complete ABWL Marketing I and ABWL Marketing II in the same semester. This course is also open to students from other programs as well as guest students who are aiming for a specialization in marketing and who meet the study requirements.
A special note for all exchange students: You also CANNOT complete ABWL Marketing I and ABWL Marketing II in the same semester. You are eligible for this course only if you have already successfully passed a basic marketing course at your home university. To be able to attend the course you must submit a relevant transcript/certificate by March 2nd, 2023.
Students wishing to take this course must register via U:SPACE (with points) during the registration period. Registered students who, for whatever reason, are not able to take the course must deregister electronically.
The latest date by which this course can be dropped without penalty is 10th March 2023. Students who decide to drop the course after this deadline will be graded with 5 (failed).
It is absolutely essential that all registered students attend the first session (Introduction/ Vorbesprechung) on Thursday, 2nd March 2023, 11:30-13:00, as failure to do so will result in their exclusion from the course.

The assessment of the overall performance of the participants is determined as follows:
1- ≥ 80 %
2- 70 - 79 %
3- 60 - 69%
4- 50 - 59 %
5- < 50%

Examination topics

Textbook: Jobber, David and Fiona Ellis-Chadwick (2019): Principles and Practice of Marketing, 9th Ed., McGrawHill (ISBN 978-1-5268-4723-2).Reading the textbook chapters as well as the selected research papers is an essential part of the course (especially as preparation for the sessions!) and as important as attending lectures.

Reading list

In addition to the text books, selected journal articles may be used to further support students’ understanding of the course’s content. These articles will be placed on Moodle and students informed accordingly.

Group 3

max. 50 participants
Language: English
LMS: Moodle

Lecturers

Classes (iCal) - next class is marked with N

  • Monday 06.03. 15:00 - 16:30 Hörsaal 10 Oskar-Morgenstern-Platz 1 2.Stock
  • Monday 20.03. 15:00 - 16:30 Hörsaal 10 Oskar-Morgenstern-Platz 1 2.Stock
  • Monday 27.03. 15:00 - 16:30 Hörsaal 10 Oskar-Morgenstern-Platz 1 2.Stock
  • Monday 17.04. 15:00 - 16:30 Hörsaal 10 Oskar-Morgenstern-Platz 1 2.Stock
  • Monday 24.04. 15:00 - 16:30 Hörsaal 10 Oskar-Morgenstern-Platz 1 2.Stock
  • Monday 08.05. 15:00 - 16:30 Hörsaal 9 Oskar-Morgenstern-Platz 1 1.Stock
  • Monday 15.05. 15:00 - 16:30 Hörsaal 9 Oskar-Morgenstern-Platz 1 1.Stock
  • Tuesday 16.05. 15:00 - 16:30 Hörsaal 14 Oskar-Morgenstern-Platz 1 2.Stock
  • Monday 05.06. 15:00 - 16:30 Hörsaal 10 Oskar-Morgenstern-Platz 1 2.Stock
  • Monday 12.06. 15:00 - 16:30 Hörsaal 10 Oskar-Morgenstern-Platz 1 2.Stock
  • Monday 19.06. 15:00 - 16:30 Hörsaal 10 Oskar-Morgenstern-Platz 1 2.Stock
  • Monday 26.06. 15:00 - 16:30 Hörsaal 10 Oskar-Morgenstern-Platz 1 2.Stock
  • Thursday 29.06. 13:15 - 14:45 Hörsaal 4 Oskar-Morgenstern-Platz 1 Erdgeschoß

Aims, contents and method of the course

The course seeks to apply key marketing concepts acquired in the ABWL Marketing I course to real-life examples as well as to provide new theoretical and practical knowledge on additional marketing topics such as Business-to-Business Marketing, Services Marketing, International Marketing, Marketing Implementation and Control, and Marketing and Ethics.

The first part the course (sessions 1-6) consists in group projects and presentations based on an application of the key marketing concepts acquired in the ABWL Marketing I course to real life companies and brands. The second part of the course (sessions 7 -13) are theoretical sessions which introduce new marketing topics.

Assessment and permitted materials

The total performance of the course participants includes the following partial performances:
Group presentation (team grade) 30 %
Midterm exam 25 %
Final Exam 45 %

Minimum requirements and assessment criteria

As the course has “prüfungsimmanenten Charakter”, attendance is compulsory throughout the semester (see also Admission and Attendance Policies on our homepage); more than three absences will automatically result in a “failed” grade.

The assessment of the overall performance of the participants is determined as follows:
1 ≥ 80 %
2 ≥ 70 %
3 ≥ 60 %
4 ≥ 50 %
5 < 50 %
Students who fail the course must repeat the entire course (and must register in the usual way next time the course is offered).

Examination topics

The group presentations will involve groups of 5/6 students. The same grade will be awarded to all students of the same group. All group members have to contribute and participate in the presentation and later discussion.

The midterm exam will based on the material covered in the student presentations (Sessions: 2, 3, 4, 5, 6). Therefore, it is essential that you study the corresponding chapters and actively participate in the presentations.

The final exam will be based only on the new topics covered by the instructors in the second half of the course (Sessions: 7, 9, 10, 11, 12). The relevant material includes the corresponding book chapters as well as everything that has been covered in the lectures. The final exam will be held in class.

Reading list

The required textbook is:
Jobber, David and Fiona Ellis-Chadwick (2019): Principles and Practice of Marketing, 9th Ed., McGrawHill (ISBN 978-1-5268-4723-2).

Group 4

max. 50 participants
Language: German
LMS: Moodle

Lecturers

Classes (iCal) - next class is marked with N

The course units take place digitally via web conferencing (BigBlueButton/Zoom), microphone and webcam are necessary for participation in the course.

Whether the final test takes place on site or digitally will be announced in the course.

matthias.glaser@univie.ac.at
Homepage: http://marketing.univie.ac.at
Office hours: by appointment

  • Thursday 02.03. 15:00 - 16:30 Digital
  • Thursday 23.03. 15:00 - 16:30 Digital
  • Thursday 30.03. 15:00 - 16:30 Digital
  • Thursday 20.04. 15:00 - 16:30 Digital
  • Thursday 27.04. 15:00 - 16:30 Digital
  • Thursday 04.05. 15:00 - 16:30 Digital
  • Thursday 11.05. 15:00 - 16:30 Digital
  • Thursday 25.05. 15:00 - 16:30 Digital
  • Thursday 01.06. 15:00 - 16:30 Digital
  • Thursday 15.06. 15:00 - 16:30 Digital
  • Thursday 22.06. 15:00 - 16:30 Digital
  • Thursday 29.06. 15:00 - 16:30 Digital

Aims, contents and method of the course

This course deepens the contents previously taught in the course VO ABWL Marketing 1. The terminology and basic concepts of marketing learned are now applied to real marketing problems. Case studies are used to analyse real companies from Austrian marketing practice. The elaborated case studies are then presented by the group and discussed in plenary. The course is intended to encourage further study of the subject of marketing and the consideration of marketing decisions from a management perspective.

The course deals with already known topics of marketing in a more in-depth form and should help to sharpen the understanding of complex practical decisions in the field of marketing.

In the context of strategic marketing, the following topics are examined in more detail:
- Marketing environment
- Consumer behaviour
- Strategic marketing
- Market research
- Market segmentation and market positioning

In the second half of the course, operational marketing decisions are examined:
- Product policy
- Distribution policy
- Communication policy
- Pricing policy
- Services marketing

In the first unit, students are assigned a case study, which is to be solved in small groups and elaborated in writing. Each unit, one of these elaborations will then be presented by the students and discussed with their colleagues. Please follow the rules of correct scientific work in the context of this elaboration, cite your sources used: http://studienpraeses.univie.ac.at/informationsmaterial/sicherung-der-guten-wissenschaftlichen-praxis/
For further information on correct citation, please refer to the following book:
Ebster, C., Stalzer, L. (2017): Wissenschaftliches Arbeiten für Wirtschafts- und Sozialwissenschaftler. 5th edition, Vienna, Facultas.

Afterwards, the results are presented - one presentation per unit on one topic area.

Translated with www.DeepL.com/Translator (free version)

Assessment and permitted materials

This course is classified as a “prüfungsimmanente Lehrveranstaltung“ (meaning continuous course assessment), the assessment is based on the following criteria:
- Elaboration and presentation of case study: 20 %
- Homework: 20 %
- Short exam 20 %
- Final Exam 40 %

The short exams cover the course content of the previous three lectures, the final exam coverst he whole course content. The assessment criteria focus on the application of the concepts studied in the course “VO ABWL Marketing 1”. A minimum assessment of 50% is required to pass the course. Attendance is mandatory. Students who are absent more than three times receive a negative assessment. For the presentation of their own case study students are required to be present!

During written examinations on-site the following resources may be used: calculator, general dictionary (no annotations added). Allowed resources during digital examinations will be announced in the course.

Note:
- The sessions take place synchronous (digital live sessions) via Web Conferencing on Moodle.
- The students’ presentations (students require a microphone and a webcam so that the presentations can be conducted digitally) constitute a part of the session and are conducted as well via Web Conferencing.
- Short exam is a written exam and conducted via Moodle
- Homeworks are submitted in writing via Moodle
- The final exam will take place on-site or digital, depending on the situation.

Minimum requirements and assessment criteria

Sehr gut ≥ 87,5 %
Gut ≥ 75%
Befriedigend ≥ 62,5%
Genügend ≥ 50%

Examination topics

The short exams cover the course content of the previous three lectures, the final exam coverst he whole course content. The assessment criteria focus on the application of the concepts studied in the course “VO ABWL Marketing 1”. A minimum assessment of 50% is required to pass the course. Attendance is mandatory. Students who are absent more than three times receive a negative assessment. For the presentation of their own case study students are required to be present!Moodle, which follow the contents of the textbook.

Reading list

Kotler, P., Keller, K., Brady, M., Goodman, M., Hansen, T. (2016): Marketing Management, 3rd European ed., New Jersey: Pearson Education International.

Wagner, U./ Reisinger H./Akbari K. (Hrsg.) (2018): Fallstudien aus der österreichischen Marketingpraxis 8, Facultas, Wien.

Ebster, C., Stalzer, L. (2017): Wissenschaftliches Arbeiten für Wirtschafts- und Sozialwissenschaftler. 5. Auflage, Wien, Facultas.

This course is supported by the e-learning platform “Moodle” (https://moodle.univie.ac.at). Students with a valid u:net account are admitted by the instructor after the first session. This way information concerning the course are made available to students.

Literature relevant for the examination, further details on coverage of contents by the exams are given in the course

Association in the course directory

Last modified: Mo 26.06.2023 17:07