040138 UK ABWL Marketing II (2024S)
Continuous assessment of course work
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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 12.02.2024 09:00 to We 21.02.2024 12:00
- Deregistration possible until Mo 11.03.2024 23:59
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
04.03.
08:00 - 09:30
Hörsaal 3 Oskar-Morgenstern-Platz 1 Erdgeschoß
Monday
11.03.
08:00 - 09:30
Hörsaal 3 Oskar-Morgenstern-Platz 1 Erdgeschoß
Monday
18.03.
08:00 - 09:30
Hörsaal 3 Oskar-Morgenstern-Platz 1 Erdgeschoß
Monday
08.04.
08:00 - 09:30
Hörsaal 3 Oskar-Morgenstern-Platz 1 Erdgeschoß
Monday
15.04.
08:00 - 09:30
Hörsaal 3 Oskar-Morgenstern-Platz 1 Erdgeschoß
Monday
22.04.
08:00 - 09:30
Hörsaal 3 Oskar-Morgenstern-Platz 1 Erdgeschoß
Monday
29.04.
08:00 - 09:30
Hörsaal 3 Oskar-Morgenstern-Platz 1 Erdgeschoß
Monday
06.05.
08:00 - 09:30
Hörsaal 3 Oskar-Morgenstern-Platz 1 Erdgeschoß
Monday
13.05.
08:00 - 09:30
Hörsaal 3 Oskar-Morgenstern-Platz 1 Erdgeschoß
Monday
27.05.
08:00 - 09:30
Hörsaal 3 Oskar-Morgenstern-Platz 1 Erdgeschoß
N
Monday
03.06.
08:00 - 09:30
Hörsaal 3 Oskar-Morgenstern-Platz 1 Erdgeschoß
Monday
10.06.
08:00 - 09:30
Hörsaal 3 Oskar-Morgenstern-Platz 1 Erdgeschoß
Monday
17.06.
08:00 - 09:30
Hörsaal 14 Oskar-Morgenstern-Platz 1 2.Stock
Aims, contents and method of the course
Assessment and permitted materials
The course has “prüfungsimmanenten Charakter”, attendance is compulsory throughout the semester; 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%The 20% participation is achieved if students regularly, actively and meaningfully contribute and give constructive feedback to their colleagues in the feedback group. The focus of the final test is on the application of the concepts learned in the VO ABWL Marketing 1. The final test consists of open questions and multiple choice questions (one answer is correct).In the first session, the central objective of the module, namely the independent and correct application of the marketing concepts learned for a marketing plan, is emphasized. In addition, groups are formed to work together on a small and a large case study. In both case studies, the students will work on subtasks of a marketing plan.In sessions 2 and 3, the small case studies will be presented by the students and discussed in plenary as part of a review of the most important points of a marketing plan. Through this exchange, the theoretical knowledge acquired in previous semesters is to be deepened using concrete application cases from marketing practice. The knowledge gained in this way should be incorporated by the students in the preparation of the large case study.In units 4 to 11, students present their major case studies, which are discussed in plenary sessions. Students are expected to be able to critically examine their content and justify their decisions and conclusions (possibly with sources).
Small case study 10%
Elaboration and presentation of the main case study 40%
Participation 20% (Feedbackgroups, participation during the lecture)
Final test 30%The 20% participation is achieved if students regularly, actively and meaningfully contribute and give constructive feedback to their colleagues in the feedback group. The focus of the final test is on the application of the concepts learned in the VO ABWL Marketing 1. The final test consists of open questions and multiple choice questions (one answer is correct).In the first session, the central objective of the module, namely the independent and correct application of the marketing concepts learned for a marketing plan, is emphasized. In addition, groups are formed to work together on a small and a large case study. In both case studies, the students will work on subtasks of a marketing plan.In sessions 2 and 3, the small case studies will be presented by the students and discussed in plenary as part of a review of the most important points of a marketing plan. Through this exchange, the theoretical knowledge acquired in previous semesters is to be deepened using concrete application cases from marketing practice. The knowledge gained in this way should be incorporated by the students in the preparation of the large case study.In units 4 to 11, students present their major case studies, which are discussed in plenary sessions. Students are expected to be able to critically examine their content and justify their decisions and conclusions (possibly with sources).
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
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 Sozialwissenschaftler.
5. Auflage, Wien, 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 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: English
LMS: Moodle
Lecturers
Classes (iCal) - next class is marked with N
Thursday
07.03.
11:30 - 13:00
Hörsaal 8 Oskar-Morgenstern-Platz 1 1.Stock
Thursday
21.03.
11:30 - 13:00
Hörsaal 8 Oskar-Morgenstern-Platz 1 1.Stock
Thursday
11.04.
09:45 - 13:00
Hörsaal 17 Oskar-Morgenstern-Platz 1 2.Stock
Thursday
18.04.
09:45 - 13:00
Hörsaal 16 Oskar-Morgenstern-Platz 1 2.Stock
Thursday
25.04.
11:30 - 13:00
Hörsaal 8 Oskar-Morgenstern-Platz 1 1.Stock
Thursday
02.05.
11:30 - 13:00
Hörsaal 8 Oskar-Morgenstern-Platz 1 1.Stock
Thursday
16.05.
11:30 - 13:00
Hörsaal 8 Oskar-Morgenstern-Platz 1 1.Stock
Thursday
23.05.
11:30 - 13:00
Hörsaal 8 Oskar-Morgenstern-Platz 1 1.Stock
N
Thursday
06.06.
11:30 - 13:00
Hörsaal 6 Oskar-Morgenstern-Platz 1 1.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, Global Marketing, and Sustainable Marketing.Sessions 2 to 4 from 21/03/2024 to 18/04/2024 will be based on group presentations.
The second half of the course (Sessions 5 to 8, from 25/04/2024 to 23/05/2024) will consist of lectures covering new marketing topics such as business-to-business marketing, services marketing, etc.More information here: https://marketing.univie.ac.at/en/teaching/bachelor/courses/
The second half of the course (Sessions 5 to 8, from 25/04/2024 to 23/05/2024) will consist of lectures covering new marketing topics such as business-to-business marketing, services marketing, etc.More information here: https://marketing.univie.ac.at/en/teaching/bachelor/courses/
Assessment and permitted materials
The total performance of the course participants includes the following partial performances:
Group work/ Presentation (Team grade) (30%)
Written report based on presentations (Team grade) (25%)
Final Exam (45%)Presentation topics and guiding questions will be assigned in the first session!
Group work/ Presentation (Team grade) (30%)
Written report based on presentations (Team grade) (25%)
Final Exam (45%)Presentation topics and guiding questions will be assigned in the first session!
Minimum requirements and assessment criteria
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 de-register electronically.The latest date by which this course can be dropped without penalty is 11th March 2024. Students who decide to drop the course after this deadline will be graded with 5 (failed).All registered students must attend the first session (Introduction/ Vorbesprechung) on Thursday, March 7th, 2024, 11:30-13:00, as failure to do so will result in their exclusion from the course.The course has “prüfungsimmanenten Charakter”, therefore attendance is compulsory throughout the semester (see also Admission and Attendance Policies on our homepage); more than three absences will automatically result in a “fail” grade.Minimum requirements: attendance, active participation in discussions, group work & preparation.The group presentations will involve groups of up to 5 students. The same grade will be awarded to all students of the same group (exceptionally, grades may vary in case of significant discrepancies during the presentation). All group members have to contribute and participate in both the presentation and later discussion.Note: All presentations have to be done using PowerPoint (or a similar program) and every group member has to present. Group members who are absent or are not presenting, without prior confirmation from the course instructor, will be graded with zero points.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%Students who fail the course must repeat the entire course (and must register in the usual way the next time the course is offered).
1- ≥ 80 %
2- 70 - 79 %
3- 60 - 69%
4- 50 - 59 %
5- < 50%Students who fail the course must repeat the entire course (and must register in the usual way the next time the course is offered).
Examination topics
Group Presentation: Each group – formed by up to five students – has to prepare one presentation on a given market/company (see below). Students will have to apply theoretical frameworks taught in ABWL Marketing I to propose relevant solutions and/or recommendations to the case at hand. Each session will focus on the same marketing topic and will include two group presentations dealing with a different case. Each presentation is limited to 20 minutes and will be followed by questions and discussion from the instructor and the audience.The written report will be based on the student presentations. After the presentation, each group should incorporate the feedback of both the instructor and their colleagues and deliver a brief report on their topic. The same grade will be awarded to all students of the same group (exceptionally, grades may vary in case of significant discrepancies during the presentation). All group members should contribute to the written report.The final exam will be based on selected topics from the presentation sessions and the new topics covered by the instructor in the second half of the course. The relevant material includes the corresponding book chapters, the class material, and everything covered in the lectures.More information about the assessment criteria will be given in the introductory session.
Reading list
Textbook:
Kotler, P., Keller, K.L. and Chernev, A. (2023): Marketing Management – Global Edition, 16th Ed., Pearson (ISBN-13: 9781292404936).Additional articles:
In addition to the textbook, selected journal articles may be used to further support students’ understanding of the course’s content.
Kotler, P., Keller, K.L. and Chernev, A. (2023): Marketing Management – Global Edition, 16th Ed., Pearson (ISBN-13: 9781292404936).Additional articles:
In addition to the textbook, selected journal articles may be used to further support students’ understanding of the course’s content.
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
LMS: Moodle
Lecturers
Classes (iCal) - next class is marked with N
Thursday
14.03.
13:15 - 14:45
Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
Monday
08.04.
13:15 - 16:30
Hörsaal 10 Oskar-Morgenstern-Platz 1 2.Stock
Tuesday
09.04.
11:30 - 14:45
Hörsaal 16 Oskar-Morgenstern-Platz 1 2.Stock
Wednesday
10.04.
11:30 - 14:45
Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
Friday
19.04.
13:15 - 16:30
Hörsaal 10 Oskar-Morgenstern-Platz 1 2.Stock
Monday
29.04.
13:15 - 16:30
Hörsaal 9 Oskar-Morgenstern-Platz 1 1.Stock
Friday
03.05.
13:15 - 16:30
Hörsaal 16 Oskar-Morgenstern-Platz 1 2.Stock
Tuesday
21.05.
16:45 - 18:15
Hörsaal 14 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 1 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 Sustainable Marketing. The course will also emphasize effective project management, time management, and presentation skills.Sessions 2 - 6 from 08/04/2024 to 10/04/2024 will be based on group presentations.
The second half of the course (Sessions 7 - 11) will consist of lectures covering marketing topics such as B2B marketing, services marketing, international marketing, marketing implementation and control, and marketing ethics.The course includes a combination of lectures, presentations, and group work. Students will be assigned into groups of five and will work toward a specific group project in accordance with the guidelines set by the course instructor.More information here: https://marketing.univie.ac.at/en/teaching/bachelor/courses/
The second half of the course (Sessions 7 - 11) will consist of lectures covering marketing topics such as B2B marketing, services marketing, international marketing, marketing implementation and control, and marketing ethics.The course includes a combination of lectures, presentations, and group work. Students will be assigned into groups of five and will work toward a specific group project in accordance with the guidelines set by the course instructor.More information here: https://marketing.univie.ac.at/en/teaching/bachelor/courses/
Assessment and permitted materials
Performance in the course will be assessed as follows:
Group work/Presentation (group assessment) 35%
Participation (individual assessment) 20%
Final Exam (individual assessment) 45%The group work/presentation assessment comprises the preparation and presentation of the group project. The same points will be awarded to students belonging to the same group.Presentation topics and guiding questions will be assigned in the first session!
Group work/Presentation (group assessment) 35%
Participation (individual assessment) 20%
Final Exam (individual assessment) 45%The group work/presentation assessment comprises the preparation and presentation of the group project. The same points will be awarded to students belonging to the same group.Presentation topics and guiding questions will be assigned in the first session!
Minimum requirements and assessment criteria
Prerequisites
Completed “ABWL Marketing 1” course. It is therefore not possible to complete ABWL Marketing 1 and ABWL Marketing 2 in the same semester.
A note for exchange students: You cannot complete ABWL Marketing 1 and ABWL Marketing 2 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 18, 2024.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 “fail” grade.Students wishing to take this course must register via u:space during the registration period. By registering for this course, you agree that the automated plagiarism software Turnitin processes and stores your data (i.e. project work). The maximum number of participants is 50. Registered students who, for whatever reason, are not able to take the course must deregister electronically. The latest date by which the course can be dropped is March 20, 2024. Failure to meet this deadline will automatically result in a ”fail” grade.It is absolutely essential that all registered students attend the first session on March 14, 2024 (Introduction/Vorbesprechung) as failure to do so will result in their exclusion from the course.Minimum requirements: attendance, active participation in discussions, group work & presentation, and final exam.Note: Each group member must present. Group members who are absent or are not presenting, without prior confirmation from the course instructor, will be graded with zero points.A minimum of 50 percent of the points needs to be attained overall to pass the course. The grading system is as follows:
1 ≥ 80 %
2 70 – 79 %
3 60 – 69 %
4 50 – 59 %
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). No alternative formats of assessment or make-ups will be offered.
Completed “ABWL Marketing 1” course. It is therefore not possible to complete ABWL Marketing 1 and ABWL Marketing 2 in the same semester.
A note for exchange students: You cannot complete ABWL Marketing 1 and ABWL Marketing 2 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 18, 2024.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 “fail” grade.Students wishing to take this course must register via u:space during the registration period. By registering for this course, you agree that the automated plagiarism software Turnitin processes and stores your data (i.e. project work). The maximum number of participants is 50. Registered students who, for whatever reason, are not able to take the course must deregister electronically. The latest date by which the course can be dropped is March 20, 2024. Failure to meet this deadline will automatically result in a ”fail” grade.It is absolutely essential that all registered students attend the first session on March 14, 2024 (Introduction/Vorbesprechung) as failure to do so will result in their exclusion from the course.Minimum requirements: attendance, active participation in discussions, group work & presentation, and final exam.Note: Each group member must present. Group members who are absent or are not presenting, without prior confirmation from the course instructor, will be graded with zero points.A minimum of 50 percent of the points needs to be attained overall to pass the course. The grading system is as follows:
1 ≥ 80 %
2 70 – 79 %
3 60 – 69 %
4 50 – 59 %
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). No alternative formats of assessment or make-ups will be offered.
Examination topics
Each group – formed by five students – will prepare a presentation on a given company/brand (further information will be given in the first session). Students will have to apply theoretical frameworks attained in ABWL Marketing 1 to propose relevant solutions and/or recommendations to the case at hand. Each session will focus on one specific marketing topic and will include two group presentations dealing with a different case (i.e., brand). Each presentation will be limited to 25 minutes and will be followed by questions and discussion from the instructor and the audience.The participation assessment will be based on the quality and quantity of students’ contribution to the sessions. Students are encouraged to participate regularly and actively in all sessions.The final exam will be based on the topics covered in class. The relevant material includes the corresponding book chapters as well as material covered in the lectures. The final exam will last 45 minutes and will be held on site.
Reading list
Textbook
David Jobber and Fiona Ellis-Chadwick (2023). Principles and Practice of Marketing, 10th Edition, McGraw-HillAdditional readings
Additional readings may be used to further support students’ understanding of a specific marketing topic.
David Jobber and Fiona Ellis-Chadwick (2023). Principles and Practice of Marketing, 10th Edition, McGraw-HillAdditional readings
Additional readings may be used to further support students’ understanding of a specific marketing topic.
Association in the course directory
Last modified: Mo 15.04.2024 10:45
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/