Universität Wien
Warning! The directory is not yet complete and will be amended until the beginning of the term.

040386 KU Building Blocks of Marketing: Marketing Research (MA) (2024S)

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

Summary

1 Reisinger , Moodle
2 Koch , 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

Mit der Anmeldung zu diesem Kurs erklären Sie sich damit einverstanden, dass die automatisierte Plagiatssoftware Turnitin Ihre Daten (z. B. Projektarbeiten, Seminararbeiten, Prüfungen etc.) verarbeitet und speichert.

max. 50 participants
Language: German
LMS: Moodle

Lecturers

Classes (iCal) - next class is marked with N

  • Thursday 07.03. 15:00 - 16:30 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
  • Thursday 14.03. 15:00 - 16:30 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
  • Thursday 21.03. 15:00 - 16:30 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
  • Thursday 11.04. 15:00 - 16:30 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
  • Thursday 18.04. 15:00 - 16:30 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
  • Thursday 25.04. 15:00 - 16:30 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
    Hörsaal 4 Oskar-Morgenstern-Platz 1 Erdgeschoß
  • Thursday 16.05. 15:00 - 16:30 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
  • Thursday 23.05. 15:00 - 16:30 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
  • Thursday 06.06. 15:00 - 16:30 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
  • Thursday 13.06. 15:00 - 16:30 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
  • Thursday 20.06. 15:00 - 16:30 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
  • Thursday 27.06. 15:00 - 16:30 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
    Hörsaal 16 Oskar-Morgenstern-Platz 1 2.Stock

Aims, contents and method of the course

The aim of the course is to understand the different stages of the market research process, to create a research design, to deal with basic statistical methods of market research and to apply the content learned in the context of a project assignment.

This course is aimed in particular at students on the Master's degree program in Business Administration who have chosen "Marketing & International Marketing" as their major or minor, as well as students on the Master's degree program in International Business Administration who have chosen "Marketing & International Marketing" in the economics specialization phase.
This course is also open to students from other fields of study and visiting students who wish to specialize in marketing and meet the academic requirements.

More information here: https://marketing.univie.ac.at/en/teaching/master/courses/

Assessment and permitted materials

The following components make up the final grade:
- Short test in the middle of the semester 10 points
- Final test at the end of the semester 30 points
- Project (presentation and written assignment) 30 points

Minimum requirements and assessment criteria

A total of at least 35 points are required for positive completion of the course. Opportunities to repeat missed or insufficiently completed parts of the course cannot be offered. The project assignment is carried out within a project group. All members of a project group receive the same number of points for the project work. The course uses Turnitin to check for plagiarism.
The positive grade range will be divided into equal shares.

Examination topics

Since not all contents are covered in the lecture, it is necessary to study the accompanying literature.

Reading list

Iacobucci, D., Churchill, G. A. Jr. (2022): Marketing Research – Methodological Foundations, 13th ed., Earlie Lite Books, Nashville.

Group 2

By registering for this course, you agree that the automated plagiarism software Turnitin processes and stores your data (i.e. project work, seminar papers, exams, etc.).

max. 50 participants
Language: English
LMS: Moodle

Lecturers

Classes (iCal) - next class is marked with N

  • Tuesday 05.03. 16:45 - 18:15 Hörsaal 9 Oskar-Morgenstern-Platz 1 1.Stock
  • Tuesday 19.03. 16:45 - 18:15 Hörsaal 9 Oskar-Morgenstern-Platz 1 1.Stock
  • Tuesday 09.04. 16:45 - 18:15 Hörsaal 9 Oskar-Morgenstern-Platz 1 1.Stock
  • Tuesday 16.04. 16:45 - 18:15 Hörsaal 9 Oskar-Morgenstern-Platz 1 1.Stock
  • Tuesday 30.04. 16:45 - 18:15 Hörsaal 9 Oskar-Morgenstern-Platz 1 1.Stock
  • Tuesday 07.05. 16:45 - 18:15 Hörsaal 4 Oskar-Morgenstern-Platz 1 Erdgeschoß
  • Tuesday 14.05. 16:45 - 18:15 Hörsaal 9 Oskar-Morgenstern-Platz 1 1.Stock
  • Tuesday 21.05. 16:45 - 18:15 Hörsaal 9 Oskar-Morgenstern-Platz 1 1.Stock
  • Tuesday 28.05. 16:45 - 18:15 Hörsaal 9 Oskar-Morgenstern-Platz 1 1.Stock
  • Tuesday 04.06. 16:45 - 18:15 Hörsaal 9 Oskar-Morgenstern-Platz 1 1.Stock
  • Tuesday 11.06. 16:45 - 18:15 Hörsaal 14 Oskar-Morgenstern-Platz 1 2.Stock

Aims, contents and method of the course

Target audience

This course is aimed in particular at students of the Master's degree in Business Administration who have chosen "Marketing & International Marketing" as a major or minor and at students of the Master's degree in International Business Administration who have chosen "Marketing & International Marketing" in the in-depth phase.

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.

Erasmus students must have successfully completed a basic/introductory marketing course at their home university. To be able to attend the course they must hand in a relevant transcript/certificate by March 6th, 2024.

Objectives & Content

The course seeks to introduce core concepts and techniques associated with the design and execution of marketing research projects. It focuses particularly on the research process, data collection issues, questionnaire design, sampling and measurement.

Course structure

Theoretical content will be explained in a lecture.

More information here: https://marketing.univie.ac.at/en/teaching/master/courses/

Assessment and permitted materials

Theoretical content will be explained in a lecture. Please note: the accompanying study of the literature is absolutely necessary, since not all content can be covered within the framework of the lecture.

This course is a continuing university course with an ongoing examination. The total performance assessment is based on the following partial performances:

Participation 20%
Midterm exam 35 %
Final Exam 45 %

Minimum requirements and assessment criteria

By registering for this course, you agree that the automated plagiarism software Turnitin processes and stores your data (i.e. project work, seminar papers, exams, etc.).

Registered students who, for whatever reason, are not able to take the course must de-register elec-tronically. The latest date by which the course can be dropped is March 12th. 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 on March 5th 2024 (Introduc-tion) as failure to do so will result in their exclusion from the course. Students should also regularly check our homepage for any changes in dates/times or locations.

The assessment of the overall performance of the participants is determined as follows:

1 ≥ 88 %
2 ≥ 75 %
3 ≥ 63 %
4 ≥ 50 %
5 < 50 %

Students who fail must repeat the entire course (and must register in the usual way next time the course is offered). There are no opportunities for make-ups offered.

Examination topics

- textbook
- additional readings
- material covered in class

Please note: the accompanying study of the literature is absolutely necessary, since not all content can be covered within the framework of the lecture.

Reading list

Selected journal articles and/or videos may be used to further support students’ understanding of marketing research. These articles and videos will be placed on Moodle and students informed accordingly.

Association in the course directory

Last modified: We 31.07.2024 11:25