Universität Wien
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040410 KU Special Topics in Marketing: Marketing Communication 2 (MA) (2024S)

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

Voraussetzung:
Major: Positive Absolvierung des Kurses Data Analysis for Marketing Decisions

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).

Details

max. 50 participants
Language: German

Lecturers

Classes (iCal) - next class is marked with N

  • Tuesday 05.03. 15:00 - 16:30 Hörsaal 9 Oskar-Morgenstern-Platz 1 1.Stock
  • Tuesday 19.03. 15:00 - 16:30 Hörsaal 9 Oskar-Morgenstern-Platz 1 1.Stock
  • Tuesday 09.04. 15:00 - 16:30 Hörsaal 9 Oskar-Morgenstern-Platz 1 1.Stock
  • Tuesday 16.04. 15:00 - 16:30 Hörsaal 9 Oskar-Morgenstern-Platz 1 1.Stock
  • Tuesday 23.04. 15:00 - 16:30 Hörsaal 9 Oskar-Morgenstern-Platz 1 1.Stock
  • Tuesday 30.04. 15:00 - 16:30 Hörsaal 9 Oskar-Morgenstern-Platz 1 1.Stock
  • Tuesday 07.05. 15:00 - 16:30 Hörsaal 9 Oskar-Morgenstern-Platz 1 1.Stock
  • Tuesday 14.05. 15:00 - 16:30 Hörsaal 9 Oskar-Morgenstern-Platz 1 1.Stock
  • Tuesday 28.05. 15:00 - 16:30 Hörsaal 9 Oskar-Morgenstern-Platz 1 1.Stock
  • Tuesday 04.06. 15:00 - 16:30 Hörsaal 9 Oskar-Morgenstern-Platz 1 1.Stock
  • Tuesday 11.06. 15:00 - 16:30 Hörsaal 9 Oskar-Morgenstern-Platz 1 1.Stock
  • Tuesday 18.06. 15:00 - 16:30 Hörsaal 9 Oskar-Morgenstern-Platz 1 1.Stock

Information

Aims, contents and method of the course

This course is aimed in particular at students on the Master's degree program in Business Administration who have chosen 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 business specialization phase.

Prerequisite: Data Analysis for Marketing Decisions (compulsory), Marketing Communication 1

This course is also open to students from other fields of study and visiting students who wish to specialize in marketing and meet the legal requirements.

This course includes the implementation of an empirical project on sponsorship as a communication instrument and deals with the influence of the perceived ubiquity of a sponsor on the effectiveness of sponsorship. Each group of participants carries out an independent project. The first part of the course includes introductory content and an individual discussion of the project. The second part contains the interim presentation (presentation of the project, background). The third part includes the presentation of the final results. The written work must be written in German and handed in at the end of the semester.

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

Assessment and permitted materials

Evaluation criteria of the seminar are as follows:
• Presentation 1 (25%)
• Presentation 2 (25%)
• Written assignment (50%)

Minimum requirements and assessment criteria

A total of at least 50% is required for a positive overall grade. Attendance is compulsory (absence on two dates is possible without an excuse; a third absence is only permitted if there is an important reason with confirmation). The positive grade range is divided equally.

Examination topics

Presentations and written project work

Reading list

(1) Grohs, R., Reisinger, H., Mühlberger, A. (2023): The impact of perceived sponsor ubiquity on sponsorship effectiveness, Proceedings of the 8th French-Austrian-German Workshop on Consumer Behavior, Innsbruck.
(2) Mühlberger, A. (2021): The impact of perceived sponsor ubiquity on sponsorship effectiveness, Masterarbeit, Privatuniversität Schloss Seeburg.
(3) Grohs, R., Reisinger, H. (2014): Sponsorship effects on brand image: The role of exposure and activity involvement, Journal of Business Research, 67 (5), 1018-1025.

Association in the course directory

Last modified: We 31.07.2024 11:25