Universität Wien FIND

Due to the COVID-19 pandemic, changes to courses and exams may be necessary at short notice (e.g. cancellation of on-site teaching and conversion to online exams). Register for courses/exams via u:space, find out about the current status on u:find and on the moodle learning platform.

Further information about on-site teaching can be found at https://studieren.univie.ac.at/en/info.

040026 KU B2B Marketing (MA) (2019W)

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

Registration/Deregistration

Details

max. 50 participants
Language: English

Lecturers

Classes (iCal) - next class is marked with N

Friday 04.10. 09:45 - 11:15 Hörsaal 16 Oskar-Morgenstern-Platz 1 2.Stock
Friday 18.10. 09:45 - 13:00 Hörsaal 16 Oskar-Morgenstern-Platz 1 2.Stock
Friday 25.10. 09:45 - 13:00 Hörsaal 16 Oskar-Morgenstern-Platz 1 2.Stock
Friday 08.11. 09:45 - 13:00 Hörsaal 16 Oskar-Morgenstern-Platz 1 2.Stock
Friday 15.11. 09:45 - 13:00 Hörsaal 16 Oskar-Morgenstern-Platz 1 2.Stock
Friday 22.11. 09:45 - 13:00 Hörsaal 16 Oskar-Morgenstern-Platz 1 2.Stock
Friday 29.11. 09:45 - 13:00 Hörsaal 16 Oskar-Morgenstern-Platz 1 2.Stock
Friday 06.12. 09:45 - 13:00 Hörsaal 16 Oskar-Morgenstern-Platz 1 2.Stock
Friday 13.12. 09:45 - 13:00 Hörsaal 16 Oskar-Morgenstern-Platz 1 2.Stock
Friday 17.01. 09:45 - 13:00 Hörsaal 16 Oskar-Morgenstern-Platz 1 2.Stock

Information

Aims, contents and method of the course

The detailed syllabus is available for downloading here:
https://marketing.univie.ac.at/studierende/studenten-master/ws-201920/b2b-marketing-wahlkurs-internationales-management/

This course explores the challenges of market-focused management in the business-to-business 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. Since about 2/3 of the gross world product is transacted in business markets, a solid understanding of business-to-business marketing is an essential element of a well-rounded business education.

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.

Assessment and permitted materials

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

1) Preparation of the case material for class discussion: The quality of the preparation will be measured through multiple choice quizzes that are administered at the beginning of each session.

2) Participation in class discussion: Class attendance is mandatory. This is a so called “Prüfungsimmanente Lehrveranstaltung”. Quantity and quality of the contribution are recorded and evaluated by the course director.

3) Final exam: This is an in-class, written exam and consists of the analysis of a case similar to the cases that have been discussed in class during the course. The final exam is open notes and open books.

Minimum requirements and assessment criteria

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

Examination topics

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.

Reading list

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 which will be made available at the beginning of the course.

For details, please see the syllabus.

Association in the course directory

Last modified: Mo 07.09.2020 15:19