Universität Wien

040026 KU Special Topics in Marketing: B2B Marketing (MA) (2022W)

4.00 ECTS (2.00 SWS), SPL 4 - Wirtschaftswissenschaften
Prüfungsimmanente Lehrveranstaltung
GEMISCHT

NOTE: This is a hybrid course. That is, the course is designed such that each session can be held on-premises or on-line. Conditions permitting, sessions will be held on-premises. Otherwise, they will be held on-line.

To participate in the on-line sessions of this course you must be registered, and you need an active Moodle account. You find the virtual classroom on the Moodle Website for the course.
Moodle

An/Abmeldung

Hinweis: Ihr Anmeldezeitpunkt innerhalb der Frist hat keine Auswirkungen auf die Platzvergabe (kein "first come, first served").

Details

max. 50 Teilnehmer*innen
Sprache: Englisch

Lehrende

Termine (iCal) - nächster Termin ist mit N markiert

The session on Friday, 7.10.2022 is taking place onsite - HS 12!!
NOTE: This is a hybrid course. That is, the course is designed such that each session can be held on-premises or on-line. Conditions permitting, sessions will be held on-premises. Otherwise, they will be held on-line.

To participate in the on-line sessions of this course you must be registered, and you need an active Moodle account. You find the virtual classroom on the Moodle Website for the course.

  • Freitag 07.10. 11:30 - 13:00 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
  • Freitag 14.10. 11:30 - 14:45 Digital
    Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
  • Freitag 28.10. 11:30 - 14:45 Digital
    Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
    Hörsaal 9 Oskar-Morgenstern-Platz 1 1.Stock
  • Freitag 11.11. 11:30 - 14:45 Digital
    Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
  • Freitag 18.11. 11:30 - 14:45 Digital
    Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
  • Freitag 25.11. 11:30 - 14:45 Digital
    Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
    Hörsaal 16 Oskar-Morgenstern-Platz 1 2.Stock
  • Freitag 02.12. 11:30 - 14:45 Digital
    Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
    Hörsaal 8 Oskar-Morgenstern-Platz 1 1.Stock
  • Freitag 09.12. 11:30 - 14:45 Digital
    Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
    Hörsaal 17 Oskar-Morgenstern-Platz 1 2.Stock
  • Freitag 16.12. 11:30 - 14:45 Digital
  • Freitag 20.01. 11:30 - 13:00 Digital

Information

Ziele, Inhalte und Methode der Lehrveranstaltung

The detailed syllabus is available here:
https://marketing.univie.ac.at/studium/master/lvs-im-wintersemester/ (Click on "B2B Marketing")

This course explores the challenges of market-focused management in the business-to-business realm. The purpose of the course is to give its participants a conceptual – and at the same time a practical –understanding of how market-focused management works in business markets and how leading business marketers succeed in their respective markets.

Major topics include:
• How do business markets differ from consumer markets
• How do business customers differ from consumers and what are the managerial implications of these differences
• Segmenting business markets and adjusting the value proposition
• Product decisions in business markets
• Pricing in business markets
• Managing customer engagement and satisfaction in business markets

The primary method of learning in this course is based on managerially-oriented case discussions, supplemented by short lectures of the course director. The cases used tap into the experience of managers operating in real-world companies and coping with practical management and business decisions. The cases capture the complexity faced by managers on all levels.

Art der Leistungskontrolle und erlaubte Hilfsmittel

The final score for this course depends on three partial scores for:

1) Preparation of the case material for class discussion: The evaluation is based on individual submissions of each participant. (40%)

2) Participation in class discussion: Class attendance is mandatory. This is a so-called "Prüfungsimmanente Lehrveranstaltung." (20%)

3) Final exam: This is a written exam and consists of the analysis of a case similar to the cases that have been discussed in class during the course. (40%)

Mindestanforderungen und Beurteilungsmaßstab

To receive a passing grade, the final score must be at least 50% of the maximally attainable score.

Prüfungsstoff

Note that this applies only to the first of the three evaluation criteria mentioned above. The material that will be tested is contained in the cases assigned for this course. The other two evaluation criteria are based on skills acquired during the course.

Literatur

There are six required case studies. These cases are copyrighted material, and the case publishers expect to be paid for their use. Therefore, each course participant must purchase his or her copy of the case set. (For details please see the syllabus.)

Zuordnung im Vorlesungsverzeichnis

Letzte Änderung: Do 11.05.2023 11:26