Universität Wien FIND

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040141 SE Bachelorseminar (inkl. Bachelorarbeit) (2019S)

International Marketing

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

It is absolutely essential that all registered students attend the first session on March 5th, 2019 (Introduction/Vorbesprechung) as failure to do so will result in their exclusion from the course.

Students taking this course must have already successfully completed the course "VO Einführung in das wissenschaftliche Arbeiten"; successful completion of "ABWL Marketing II" is strongly recommended.



max. 24 Teilnehmer*innen
Sprache: Englisch


Termine (iCal) - nächster Termin ist mit N markiert

Dienstag 05.03. 09:45 - 11:15 Seminarraum 6 Oskar-Morgenstern-Platz 1 1.Stock
Donnerstag 14.03. 09:45 - 11:15 Seminarraum 5 Oskar-Morgenstern-Platz 1 1.Stock
Dienstag 19.03. 09:45 - 11:15 Seminarraum 6 Oskar-Morgenstern-Platz 1 1.Stock
Dienstag 30.04. 09:45 - 16:30 Seminarraum 6 Oskar-Morgenstern-Platz 1 1.Stock
Dienstag 07.05. 09:45 - 13:00 Seminarraum 6 Oskar-Morgenstern-Platz 1 1.Stock
Dienstag 18.06. 11:30 - 14:45 Seminarraum 6 Oskar-Morgenstern-Platz 1 1.Stock


Ziele, Inhalte und Methode der Lehrveranstaltung

This seminar course involves the administration and completion of a Bachelor Thesis at the Chair of International Marketing and it aims to cultivate essential student skills related to the theoretical development, the analysis and interpretation, the presentation, and the write-up of an academic essay/project.

The course focuses on the research area of International Branding and Consumer Behavior and the Bachelor Thesis project involves both a theoretical and an empirical part; the theoretical part consists of a thorough literature review on a particular topic within the research area defined above, whereas the empirical part includes the collection and analysis of data – using either a qualitative or a quantitative approach – in order to draw meaningful academic and managerial conclusions.

Overall, by undertaking the Bachelorseminar, students are expected to enhance their conceptual and analytical skills, in general, but also gain expert knowledge in an important field of international marketing.

The course includes a combination of lectures, workshops, and student group work. Students will be assigned into groups of four to six members and will work toward a specific group project (i.e., Bachelor Thesis) in accordance with the guidelines set by the course instructors.

As part of the Bachelor Thesis project, all student groups will have to (a) conduct a literature review that specifies the theoretical framework of their thesis, (b) propose specific research questions to be investigated, (c) apply qualitative/quantitative research approaches to address these questions, and (d) interpret the emerging findings by drawing meaningful theoretical and managerial conclusions.

The beginning of the course (sessions 1-3) will introduce students to the content and structure of the Bachelorseminar and discuss the key concepts of International Branding and Consumer Behavior upon which the Bachelor Thesis projects will be based. According to these sessions, groups need to decide on a particular topic for their Bachelor Thesis and deliver a class presentation (sessions 4-7) addressing points (a) and (b) above. The next two sessions (sessions 8-9) will consist of interactive workshops where each individual group can receive customized feedback about the appropriate research methods and techniques employed in the empirical part of the project. The presentation block 2 (sessions 10-15) includes the final group presentations which should mainly focus on addressing points (c) and (d) above.

Art der Leistungskontrolle und erlaubte Hilfsmittel

Performance in the course is determined as follows:
Presentation block 1 (theory & research questions) 20%
Presentation block 2 (analysis & findings) 20%
Written Bachelor Thesis 60%

Mindestanforderungen und Beurteilungsmaßstab

The course is entirely held in English. Therefore, lectures, presentations, written essays/reports and all other course material will be in English.

Note: the automated plagiarism software "Turnitin" will be used to check your bachelor thesis.

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 automatically results in a 5 (fail) grade.

In order to pass the course, students need to achieve 50% or more of the total points. The grading system is as follows: 0 to 49% - grade 5, 50 to 59% - grade 4, 60 to 69% - grade 3, 70 to 79% - grade 2, 80 to 100% - grade 1.

Students who fail the course must repeat the entire course (and must register in the usual way next time the course is offered).


Groups should integrate the two presentation blocks taking into consideration the comments raised by the course instructors and other classmates in order to write-up and submit a detailed and thorough Bachelor Thesis.

The groups will consist of 4-6 students, depending on the total number of students registered in the course. Group members are expected to participate and contribute equally to every stage of the Bachelor Thesis project (e.g., conceptual development, analysis, presentations, thesis write-up). The same grade will be awarded to all students of the same group for the written part of the thesis. Presentations will take into consideration the individual contribution of group members.

Note: All presentations have to be done using Power Point and every group member has to present. Absent or not presenting group members without prior confirmation from the course instructors will negatively influence the overall group grade.


Suggested Literature and Research Methods are available on the course outline (see the above link)

Zuordnung im Vorlesungsverzeichnis

Letzte Änderung: Fr 06.09.2019 09:47