Universität Wien FIND

Bedingt durch die COVID-19-Pandemie können kurzfristige Änderungen bei Lehrveranstaltungen und Prüfungen (z.B. Absage von Vor-Ort-Lehre und Umstellung auf Online-Prüfungen) erforderlich sein. Melden Sie sich für Lehrveranstaltungen/Prüfungen über u:space an, informieren Sie sich über den aktuellen Stand auf u:find und auf der Lernplattform moodle. ACHTUNG: Lehrveranstaltungen, bei denen zumindest eine Einheit vor Ort stattfindet, werden in u:find momentan mit "vor Ort" gekennzeichnet.

Regelungen zum Lehrbetrieb vor Ort inkl. Eintrittstests finden Sie unter https://studieren.univie.ac.at/info.

040240 UK ABWL Marketing II (2020S)

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

Students taking this course must have already successfully completed the ABWL Marketing I course.

It is absolutely essential that all registered students attend the first session on March 3rd, 2020 (Introduction/Vorbesprechung) as failure to do so will result in their exclusion from the course.

By registering for this course you agree that the automated plagiarism software Turnitin processes and stores your data (i.e. project work, seminar papers, etc.)

Erasmus students must have successfully completed at least one marketing course at their home university. To be able to attend the course they must hand in a relevant transcript/certificate by March 8th, 2020.



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


max. 60 Teilnehmer*innen
Sprache: Englisch


Termine (iCal) - nächster Termin ist mit N markiert

Midterm Exam: 07.05.2020 11:30-13:00, HS 6 Oskar-Morgenstern-Platz 1 1.Stock

Dienstag 03.03. 09:45 - 11:15 Hörsaal 9 Oskar-Morgenstern-Platz 1 1.Stock
Dienstag 17.03. 09:45 - 11:15 Hörsaal 9 Oskar-Morgenstern-Platz 1 1.Stock
Dienstag 24.03. 09:45 - 11:15 Hörsaal 9 Oskar-Morgenstern-Platz 1 1.Stock
Dienstag 31.03. 09:45 - 11:15 Hörsaal 9 Oskar-Morgenstern-Platz 1 1.Stock
Mittwoch 22.04. 09:45 - 11:15 Hörsaal 16 Oskar-Morgenstern-Platz 1 2.Stock
Dienstag 28.04. 09:45 - 11:15 Hörsaal 9 Oskar-Morgenstern-Platz 1 1.Stock
Dienstag 05.05. 09:45 - 11:15 Hörsaal 9 Oskar-Morgenstern-Platz 1 1.Stock
Dienstag 12.05. 09:45 - 11:15 Hörsaal 9 Oskar-Morgenstern-Platz 1 1.Stock
Freitag 15.05. 09:45 - 11:15 Hörsaal 9 Oskar-Morgenstern-Platz 1 1.Stock
Dienstag 19.05. 09:45 - 11:15 Hörsaal 9 Oskar-Morgenstern-Platz 1 1.Stock
Dienstag 09.06. 09:45 - 11:15 Hörsaal 9 Oskar-Morgenstern-Platz 1 1.Stock
Dienstag 16.06. 09:45 - 11:15 Hörsaal 9 Oskar-Morgenstern-Platz 1 1.Stock


Ziele, Inhalte und Methode der Lehrveranstaltung

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 international marketing, services management, business-to-business markets, and digital marketing.

Applied marketing cases on Marketing Environment, Competitive Analysis, Consumer Behavior, Marketing Research, Advertising, Promotion, Brand Strategy, Segmentation and Pricing and marketing across various sectors: International Marketing, Services Marketing, Business to Business Marketing, Digital Marketing and New Media, Marketing Implementation and Control.

The first half of the course will be based on group presentations. Each group (consisting of three to six students) has to prepare one presentation on a specific company. These presentation refer to real business cases where the students have to identify and comment on the relevant theoretical background taught in ABWL Marketing I and propose solutions and suggestions. In each session, two groups will present two different companies.
The second half of the course will consist of lectures referring to some marketing issues like services marketing, business to business marketing etc.

UPDATE 18.03.2020: due to the current situation the following steps have been taken: upload your presentation slides incl. your presentation text in the notes on Moodle, the discussion about the presentations will take place in the student forum area

Art der Leistungskontrolle und erlaubte Hilfsmittel

Performance in the course will be assessed as follows:
Group Presentation (Team grade): 20%
Midterm Exam (Session 2-6): 35%
Final Exam (Session 7-12): 45%

No material other than a dictonary may be used in the midterm exam and in the final exam.

Mindestanforderungen und Beurteilungsmaßstab

As 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 failed grade.

For passing the course, students need to achieve 50 percent of the overall points on total (group presentation, midterm exam, final exam). The grading system looks 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).


The group presentations will involve groups of 3-6 students. The same grade will be awarded to all students of the same group. All group members have to contribute and participate in the presentation and later discussion.

The midterm exam will based on the material covered in the student presentations (Sessions: 2, 3, 4, 5, 6). Therefore, it is essential that you study the corresponding chapters and actively participate in the presentations. The midterm exam will last 45 minutes.

The final exam will be based only on the new topics covered by the instructor in the second half of the course (Sessions: 7, 9, 10, 11, 12). The relevant material includes the corresponding book chapters as well as everything that has been covered in the lectures (i.e., lecture slides and class discussion). The final exam will last 45 minutes.


The required textbook is:
Jobber, David and Fiona Ellis-Chadwick (2016): Principles and Practice of Marketing, 8th Ed., McGrawHill. (ISBN-13: 978-0077174149 Students who already own the 7th edition, can also use the latter in this course (note: some chapter numbers have changed from Edition 7 to 8, please double check).

Supplementary literature:
Homburg, Christian, Sabine Kuester, and Harley Krohmer (2009): Marketing Management: A Contemporary Perspective, McGrawHill.

Zuordnung im Vorlesungsverzeichnis

Letzte Änderung: Mo 07.09.2020 15:19