Universität Wien

040026 KU Special Topics in Marketing: B2B Marketing (MA) (2023W)

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

  • Freitag 06.10. 11:30 - 13:00 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
  • Freitag 13.10. 11:30 - 14:45 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
  • Freitag 20.10. 11:30 - 14:45 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
  • Freitag 27.10. 11:30 - 14:45 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
  • Freitag 10.11. 11:30 - 14:45 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
  • Freitag 17.11. 11:30 - 14:45 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
  • Freitag 24.11. 11:30 - 14:45 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
  • Freitag 01.12. 11:30 - 14:45 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
  • Freitag 15.12. 11:30 - 14:45 Digital
  • Freitag 19.01. 11:30 - 13:30 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock

Information

Ziele, Inhalte und Methode der Lehrveranstaltung

The detailed syllabus will be available for downloading in September.

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?
• 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.
• Using technology to manage customer proximity.

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 brief multiple-choice tests – closed notes and closed books – that are administered at the beginning of each session. (33%)

2) Participation in class discussions: Class attendance is mandatory. This is a so-called "Prüfungsimmanente Lehrveranstaltung." Missing more than two regular sessions will result in automatic failure. (33%)

3) Final exam: This is a written exam – open notes and open books – and consists of the analysis of a case similar to the cases that have been discussed in class during the course. (34%)

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 specifics, please see the detailed syllabus.

Zuordnung im Vorlesungsverzeichnis

Letzte Änderung: Mo 09.10.2023 08:26