Universität Wien FIND

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040026 KU B2B Marketing (MA) (2018W)

4.00 ECTS (2.00 SWS), SPL 4 - Wirtschaftswissenschaften
Continuous assessment of course work



max. 50 participants
Language: English


Classes (iCal) - next class is marked with N

Friday 05.10. 09:45 - 11:15 Hörsaal 10 Oskar-Morgenstern-Platz 1 2.Stock
Friday 12.10. 09:45 - 13:00 Hörsaal 10 Oskar-Morgenstern-Platz 1 2.Stock
Friday 19.10. 09:45 - 13:00 Hörsaal 10 Oskar-Morgenstern-Platz 1 2.Stock
Friday 09.11. 09:45 - 13:00 Hörsaal 10 Oskar-Morgenstern-Platz 1 2.Stock
Friday 16.11. 09:45 - 13:00 Hörsaal 10 Oskar-Morgenstern-Platz 1 2.Stock
Friday 23.11. 09:45 - 13:00 Hörsaal 10 Oskar-Morgenstern-Platz 1 2.Stock
Friday 30.11. 09:45 - 13:00 Hörsaal 10 Oskar-Morgenstern-Platz 1 2.Stock
Friday 07.12. 09:45 - 13:00 Hörsaal 10 Oskar-Morgenstern-Platz 1 2.Stock
Friday 14.12. 09:45 - 13:00 Hörsaal 10 Oskar-Morgenstern-Platz 1 2.Stock
Friday 25.01. 09:45 - 11:45 Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock


Aims, contents and method of the course

This course explores the challenges of market-focused management in the business-to-business (B2B) realm. While firms operating in consumer markets often have a well-documented tradition of market-focused management, firms operating in business markets have received much less coverage in the academic and trade press. This is surprising and, ultimately, unsatisfactory because about 2/3 of the gross world product is transacted in business markets while only 1/3 is transacted in consumer markets. Ergo, roughly 2/3 of the graduates of a general business program will find themselves working for organizations that are themselves customers in B2B markets. A solid understanding of how B2B markets work is therefore an essential element of a well-rounded business education.
The purpose of the course is to give you 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 respecitve markets. The perspective of the course is that of managerial practitioners who need to make numerous interrelated decisions in the face of complex and often conflicting demands.
More information: http://marketing.univie.ac.at/studierende/studenten-master/ws-201819/b2b-marketing-wahlkurs-internationales-management/

Assessment and permitted materials

The primary method of learning in this course is based on managerially-oriented case discussions. Cases allow you to learn from the experience of managers operating in real-world companies and from immersion in practical management and business decisions. The cases capture the complexity faced by managers on all levels. The cases that will be assigned represent a diverse spectrum of management issues. They have been selected for their particular relevance to the issues under discussion, as well as for their capacity and track records as good learning vehicles.
Thorough preparation of each case is a prerequisite to learning - there are no short cuts! It is expected that you individually read and prepare the assigned case studies before coming to class. We wil also use small group discussions around specific assignments to further the analysis. However, group discussions are a complement to individual preparation and are not a substitute for it.
Each regular session will start with a short multiple choice quiz that will test your comprehension of the case facts. These quizzes are "closed notes" and "closed books". You will earn positive points for correct answers and negative points for incorrect answers. Hence it requires a fair amount of preparation to obtain an overall positive score.
Equally important to learning is the active involvement and contribution to class discussions. Class participation has multiple benefits. It helps you to sharpen your skills in developing a point of view, articulating this point of view and - in the face of challenges from your fellow students and your instructor - defending your point of view. It also benefits your classmates by sharing your analysis and insights with them.
In your contribution to in-class learning - largely your contributions to case discussions - your aim should be to move the discussion of a case along and, in doing so, generate new insights for your colleagues. Thus, your contribution should be motivated by the substance of what you have to say rather than by a perceived need to get in airtime. The quality of the contribution matters! You will earn positive points for positive contributions to class and group discussions, and negative points for distracting behavior such as unexcused late arrival to class or texting and surfing the Web during class.
Finally, there will also be an in-class, written, final exam administered during the last session of the course. You will be given a case similar to the cases that have been covered during the stream and you will be asked to perform your own case analysis. The final exam is "open notes" and "open books", that is, you can bring with you and use whatever notes and texts you might find useful but the work submitted must be yours and yours only.

Minimum requirements and assessment criteria

You will be evaluated based on your performance on the quizzes (1/3 of the overall grade, in-class contribution (1/3 of the overall grade) and the written final exam (1/3 of the overall grade).
One final reminder: Please note the preparation and class attendance are not optional; they are mandatory. If you cannot attend during the scheduled sessions, this course is not for you. If you cannot attend a given session (as a result of illness or other emergencies), you should let me know in advance either in person or via e-mail.

Examination topics

Reading list

Association in the course directory

Last modified: Mo 07.09.2020 15:28