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040138 UK ABWL Marketing II (2025S)
Continuous assessment of course work
Labels
Summary
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 is open from Mo 10.02.2025 09:00 to Tu 18.02.2025 12:00
- Deregistration possible until Fr 14.03.2025 23:59
Registration information is available for each group.
Groups
Group 1
max. 50 participants
Language: German
Lecturers
Classes (iCal) - next class is marked with N
- N Monday 03.03. 11:30 - 13:00 Hörsaal 17 Oskar-Morgenstern-Platz 1 2.Stock
- Monday 10.03. 11:30 - 13:00 Hörsaal 17 Oskar-Morgenstern-Platz 1 2.Stock
- Monday 17.03. 11:30 - 13:00 Hörsaal 17 Oskar-Morgenstern-Platz 1 2.Stock
- Monday 24.03. 11:30 - 13:00 Hörsaal 17 Oskar-Morgenstern-Platz 1 2.Stock
- Monday 31.03. 11:30 - 13:00 Hörsaal 17 Oskar-Morgenstern-Platz 1 2.Stock
- Monday 07.04. 11:30 - 13:00 Hörsaal 17 Oskar-Morgenstern-Platz 1 2.Stock
- Monday 28.04. 11:30 - 13:00 Hörsaal 17 Oskar-Morgenstern-Platz 1 2.Stock
- Monday 05.05. 11:30 - 13:00 Hörsaal 17 Oskar-Morgenstern-Platz 1 2.Stock
- Monday 12.05. 11:30 - 13:00 Hörsaal 17 Oskar-Morgenstern-Platz 1 2.Stock
- Monday 19.05. 11:30 - 13:00 Hörsaal 17 Oskar-Morgenstern-Platz 1 2.Stock
- Monday 26.05. 11:30 - 13:00 Hörsaal 17 Oskar-Morgenstern-Platz 1 2.Stock
- Monday 02.06. 11:30 - 13:00 Hörsaal 17 Oskar-Morgenstern-Platz 1 2.Stock
- Monday 16.06. 11:30 - 13:00 Hörsaal 17 Oskar-Morgenstern-Platz 1 2.Stock
- Monday 23.06. 11:30 - 13:00 Hörsaal 17 Oskar-Morgenstern-Platz 1 2.Stock
- Monday 30.06. 11:30 - 13:00 Hörsaal 17 Oskar-Morgenstern-Platz 1 2.Stock
Aims, contents and method of the course
Assessment and permitted materials
This is an examination-immanent course, the performance assessment is based on the following partial performances:
▪ Small case study 10 %
▪ Elaboration and presentation of the large case study 40 %.
▪ Participation 30 % (feedback group, speaking during the units)
▪ Final test 20 %.The 30% collaboration is achieved when students participate regularly, actively, and meaningfully and provide constructive feedback to their peers during the feedback group. The focus of the final test is on the application of the concepts learned in VO ABWL Marketing 1. The final test consists of open-ended and multiple choice questions (one answer is correct). A minimum of 50% overall is required for a passing score on the UK Marketing. Attendance is compulsory in the units. Students who have more than three unexcused absences will receive a negative grade. Attendance is required for the presentation of your own case study!The overall performance of the course participants includes the following partial performances:
(Partial achievement TL 1) Small case study 10 %.
(Partial achievement TL 2) Elaboration and presentation of the large case study 40 %.
(Partial achievement TL 3) Cooperation 30 % (feedback group, speaking during the units)
(Partial achievement TL 4) Final test 20 %.
▪ Small case study 10 %
▪ Elaboration and presentation of the large case study 40 %.
▪ Participation 30 % (feedback group, speaking during the units)
▪ Final test 20 %.The 30% collaboration is achieved when students participate regularly, actively, and meaningfully and provide constructive feedback to their peers during the feedback group. The focus of the final test is on the application of the concepts learned in VO ABWL Marketing 1. The final test consists of open-ended and multiple choice questions (one answer is correct). A minimum of 50% overall is required for a passing score on the UK Marketing. Attendance is compulsory in the units. Students who have more than three unexcused absences will receive a negative grade. Attendance is required for the presentation of your own case study!The overall performance of the course participants includes the following partial performances:
(Partial achievement TL 1) Small case study 10 %.
(Partial achievement TL 2) Elaboration and presentation of the large case study 40 %.
(Partial achievement TL 3) Cooperation 30 % (feedback group, speaking during the units)
(Partial achievement TL 4) Final test 20 %.
Minimum requirements and assessment criteria
Minimum requirement: Attendance, active participation in discussions, group work & preparation of the presentation (the presentation can only be made by individual group members!).For a positive completion of the UK Marketing, a total of at least 50% is required. Attendance is compulsory in the units. Students who are absent more than three times will be assessed negatively. Attendance is required for the presentation of your own case study!Very good ≥ 88%
Good ≥ 75%
Satisfactory ≥ 63%
Sufficient ≥ 50%
Good ≥ 75%
Satisfactory ≥ 63%
Sufficient ≥ 50%
Examination topics
The examination material is the contents of the course and the specified literature on which the individual units of the course are based.
For exam preparation, students are provided with course materials online (via Moodle) that follow the content of the textbook and the course units.
For exam preparation, students are provided with course materials online (via Moodle) that follow the content of the textbook and the course units.
Reading list
Lehrbuch: Kotler, P., Armstrong, G., Harris, L. C., He, H., & Moser, P. (2022). Grundlagen des Marketing (8., aktualisierte Auflage). Hallbergmoos: Pearson.Bitte beachten Sie im Rahmen der Ausarbeitung der Fallstudien die Regeln des korrekten wissenschaftlichen Arbeitens und zitieren Sie Ihre verwendeten Quellen:
https://www.univie.ac.at/forschung/weitere-informationen/gute-wissenschaftliche-praxis/Für weiterführende Informationen bezüglich korrekten Zitierens orientieren Sie sich bitte an folgendem Buch:
Ebster, C., Stalzer, L. (2017): Wissenschaftliches Arbeiten für Wirtschafts- und Sozialwissenschaftler.
5. Auflage, Wien, Facultas.
https://www.univie.ac.at/forschung/weitere-informationen/gute-wissenschaftliche-praxis/Für weiterführende Informationen bezüglich korrekten Zitierens orientieren Sie sich bitte an folgendem Buch:
Ebster, C., Stalzer, L. (2017): Wissenschaftliches Arbeiten für Wirtschafts- und Sozialwissenschaftler.
5. Auflage, Wien, Facultas.
Group 2
By registering for this course, you agree that the automated plagiarism software Turnitin processes and stores your data (i.e. project work).
max. 50 participants
Language: German
LMS: Moodle
Lecturers
Classes (iCal) - next class is marked with N
- N Monday 03.03. 13:15 - 14:45 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
- Monday 10.03. 13:15 - 14:45 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
- Monday 17.03. 13:15 - 14:45 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
- Monday 24.03. 13:15 - 14:45 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
- Monday 31.03. 13:15 - 14:45 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
- Monday 07.04. 13:15 - 14:45 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
- Monday 28.04. 13:15 - 14:45 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
- Monday 05.05. 13:15 - 14:45 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
- Monday 12.05. 13:15 - 14:45 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
- Monday 19.05. 13:15 - 14:45 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
- Monday 26.05. 13:15 - 14:45 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
- Monday 02.06. 13:15 - 14:45 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
- Monday 16.06. 13:15 - 14:45 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
- Monday 23.06. 13:15 - 14:45 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
- Monday 30.06. 13:15 - 14:45 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
Aims, contents and method of the course
OBJECTIVES
The main objective of this course (LV) is to deepen the content taught in the ABWL Marketing lecture. Students should understand the basic concepts of marketing and be able to use the relevant specialist terminology with confidence. At the end of the course, students should be able to develop the basics of a marketing plan. The course should also encourage students to further explore the topic of marketing and to consider marketing decisions from a management perspective.CONTENTS
The course deepens the basics covered in the lecture ABWL Marketing. Special emphasis is placed on the following topics:
- Marketing environment: market research and consumer behaviour
- Strategic marketing: segmentation, targeting, positioning (STP)
- Operational marketing: product, price, place, promotion (4P's)METHODOLOGY
The students apply the specialised knowledge they have acquired so far to practical marketing problems. Real companies are analysed on the basis of case studies. The case studies are worked on in groups and the results and proposed solutions are then presented and discussed in plenary sessions.COURSE STRUCTURE
In the first unit, the most important basics are repeated and the central objective of the module is defined: the independent and correct application of the marketing concepts learnt to create a marketing plan. In addition, students are divided into groups that work together on a small and a large case study. The groups take on specific sub-tasks of a marketing plan.
In units 2 and 3, the central aspects of a marketing plan are repeated in greater depth. The groups present their small case studies, which are then discussed in plenary. These discussions serve to deepen the theoretical knowledge acquired in the previous semesters by analysing practical application examples. The knowledge gained is incorporated into the development of the major case study.
In units 4 to 11, the groups present their case studies. These presentations are discussed intensively in plenary sessions. Students are expected to critically scrutinise the content, justify their decisions and conclusions and provide evidence from relevant sources.
The main objective of this course (LV) is to deepen the content taught in the ABWL Marketing lecture. Students should understand the basic concepts of marketing and be able to use the relevant specialist terminology with confidence. At the end of the course, students should be able to develop the basics of a marketing plan. The course should also encourage students to further explore the topic of marketing and to consider marketing decisions from a management perspective.CONTENTS
The course deepens the basics covered in the lecture ABWL Marketing. Special emphasis is placed on the following topics:
- Marketing environment: market research and consumer behaviour
- Strategic marketing: segmentation, targeting, positioning (STP)
- Operational marketing: product, price, place, promotion (4P's)METHODOLOGY
The students apply the specialised knowledge they have acquired so far to practical marketing problems. Real companies are analysed on the basis of case studies. The case studies are worked on in groups and the results and proposed solutions are then presented and discussed in plenary sessions.COURSE STRUCTURE
In the first unit, the most important basics are repeated and the central objective of the module is defined: the independent and correct application of the marketing concepts learnt to create a marketing plan. In addition, students are divided into groups that work together on a small and a large case study. The groups take on specific sub-tasks of a marketing plan.
In units 2 and 3, the central aspects of a marketing plan are repeated in greater depth. The groups present their small case studies, which are then discussed in plenary. These discussions serve to deepen the theoretical knowledge acquired in the previous semesters by analysing practical application examples. The knowledge gained is incorporated into the development of the major case study.
In units 4 to 11, the groups present their case studies. These presentations are discussed intensively in plenary sessions. Students are expected to critically scrutinise the content, justify their decisions and conclusions and provide evidence from relevant sources.
Assessment and permitted materials
This is an examination-immanent course and attendance is mandatory. The assessment is based on four components:TL1: Small case study (10 %)
TL2: Elaboration and presentation of the large case study (40 %)
TL3: Participation (30 %)
TL4: Final test (20 %)Participation is assessed at 30% if students participate regularly, actively and meaningfully in discussions and give constructive feedback to their peers in the feedback groups.
The final exam accounts for 20% of the overall grade and focuses on the application of the concepts learned in the ABWL Marketing 1 lecture. It consists of open questions and multiple-choice questions where only one answer is correct.
An overall performance of ≥ 50% is required to pass the course.
Students who are absent without excuse more than three times will be assessed negatively. In addition, attendance is compulsory for the presentation of the major case study.
TL2: Elaboration and presentation of the large case study (40 %)
TL3: Participation (30 %)
TL4: Final test (20 %)Participation is assessed at 30% if students participate regularly, actively and meaningfully in discussions and give constructive feedback to their peers in the feedback groups.
The final exam accounts for 20% of the overall grade and focuses on the application of the concepts learned in the ABWL Marketing 1 lecture. It consists of open questions and multiple-choice questions where only one answer is correct.
An overall performance of ≥ 50% is required to pass the course.
Students who are absent without excuse more than three times will be assessed negatively. In addition, attendance is compulsory for the presentation of the major case study.
Minimum requirements and assessment criteria
MINIMUM REQUIREMENTS:
Attendance, active participation in discussions, group work & preparation of presentation (presentation can only be done by individual group members!).GRADING SCALE
A total of ≥ 50% is required for positive completion of the course.
Attendance is compulsory in the units. Students who are absent more than three times will be assessed negatively. Attendance is required for the presentation of your own case study!Very good (1) ≥ 88%
Good (2) ≥ 75%
Satisfactory (3) ≥ 63%
Sufficient (4) ≥ 50%
Failed (5) ⪬ 49%
Attendance, active participation in discussions, group work & preparation of presentation (presentation can only be done by individual group members!).GRADING SCALE
A total of ≥ 50% is required for positive completion of the course.
Attendance is compulsory in the units. Students who are absent more than three times will be assessed negatively. Attendance is required for the presentation of your own case study!Very good (1) ≥ 88%
Good (2) ≥ 75%
Satisfactory (3) ≥ 63%
Sufficient (4) ≥ 50%
Failed (5) ⪬ 49%
Examination topics
The examination material is the content of the course and the specified literature on which the individual units of the course are based.
For exam preparation, students are provided with course materials online (via Moodle) that prepare the content of the textbook according to the course units.
For exam preparation, students are provided with course materials online (via Moodle) that prepare the content of the textbook according to the course units.
Reading list
Textbook: Kotler, P., Armstrong, G., Harris, L. C., He, H., & Moser, P. (2022). Grundlagen des Marketing (8., aktualisierte Auflage). Hallbergmoos: Pearson.When preparing the case studies, please observe the rules of correct scientific work and cite the sources you use:
https://www.univie.ac.at/forschung/weitere-informationen/gute-wissenschaftliche-praxis/For further information on correct citation, please refer to the following book:
Ebster, C., Stalzer, L. (2017): Wissenschaftliches Arbeiten für Wirtschafts- und Sozalwissenschaftler.
5th edition, Vienna, Facultas.
https://www.univie.ac.at/forschung/weitere-informationen/gute-wissenschaftliche-praxis/For further information on correct citation, please refer to the following book:
Ebster, C., Stalzer, L. (2017): Wissenschaftliches Arbeiten für Wirtschafts- und Sozalwissenschaftler.
5th edition, Vienna, Facultas.
Group 3
By registering for this course, you agree that the automated plagiarism software Turnitin processes and stores your data (i.e. project work).
max. 50 participants
Language: English
Lecturers
Classes (iCal) - next class is marked with N
- N Wednesday 05.03. 15:00 - 16:30 Hörsaal 14 Oskar-Morgenstern-Platz 1 2.Stock
- Wednesday 02.04. 15:00 - 18:15 Hörsaal 16 Oskar-Morgenstern-Platz 1 2.Stock
- Thursday 03.04. 15:00 - 18:15 Hörsaal 16 Oskar-Morgenstern-Platz 1 2.Stock
- Friday 04.04. 15:00 - 18:15 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
- Wednesday 30.04. 15:00 - 18:15 Hörsaal 16 Oskar-Morgenstern-Platz 1 2.Stock
- Wednesday 14.05. 15:00 - 18:15 Hörsaal 16 Oskar-Morgenstern-Platz 1 2.Stock
- Wednesday 28.05. 15:00 - 16:30 Hörsaal 14 Oskar-Morgenstern-Platz 1 2.Stock
Association in the course directory
Last modified: Sa 25.01.2025 09:25
In the context of strategic marketing, the following topics are examined in more detail:
▪ Marketing environment
▪ Consumer behavior
▪ Market research
▪ Market segmentation and market positioningIn the second half of the course, operational marketing decisions are examined:
▪ Product policy
▪ Distribution policy
▪ Communication policy
▪ Pricing policyMore information here: https://marketing.univie.ac.at/en/teaching/bachelor/courses/