Universität Wien

040026 KU Special Topics in Marketing: B2B Marketing (MA) (2022W)

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

NOTE: This is a hybrid course. That is, the course is designed such that each session can be held on-premises or on-line. Conditions permitting, sessions will be held on-premises. Otherwise, they will be held on-line.

To participate in the on-line sessions of this course you must be registered, and you need an active Moodle account. You find the virtual classroom on the Moodle Website for the course.
Moodle

Registration/Deregistration

Note: The time of your registration within the registration period has no effect on the allocation of places (no first come, first served).

Details

max. 50 participants
Language: English

Lecturers

Classes (iCal) - next class is marked with N

NOTE: This is a hybrid course. That is, the course is designed such that each session can be held on-premises or on-line. Conditions permitting, sessions will be held on-premises. Otherwise, they will be held on-line.

To participate in the on-line sessions of this course you must be registered, and you need an active Moodle account. You find the virtual classroom on the Moodle Website for the course.

Friday 07.10. 11:30 - 13:00 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
Friday 14.10. 11:30 - 14:45 Digital
Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
Friday 28.10. 11:30 - 14:45 Digital
Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
Hörsaal 9 Oskar-Morgenstern-Platz 1 1.Stock
Friday 11.11. 11:30 - 14:45 Digital
Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
Friday 18.11. 11:30 - 14:45 Digital
Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
Friday 25.11. 11:30 - 14:45 Digital
Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
Hörsaal 16 Oskar-Morgenstern-Platz 1 2.Stock
Friday 02.12. 11:30 - 14:45 Digital
Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
Hörsaal 8 Oskar-Morgenstern-Platz 1 1.Stock
Friday 09.12. 11:30 - 14:45 Digital
Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
Hörsaal 17 Oskar-Morgenstern-Platz 1 2.Stock
Friday 16.12. 11:30 - 14:45 Digital
Friday 20.01. 11:30 - 13:00 Digital

Information

Aims, contents and method of the course

The detailed syllabus is available here:
https://marketing.univie.ac.at/studium/master/lvs-im-wintersemester/ (Click on "B2B Marketing")

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
• How do business customers differ from consumers and what are the managerial implications of these differences
• 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

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 on three partial scores for:

1) Preparation of the case material for class discussion: The evaluation is based on individual submissions of each participant. (40%)

2) Participation in class discussion: Class attendance is mandatory. This is a so-called "Prüfungsimmanente Lehrveranstaltung." (20%)

3) Final exam: This is a written exam and consists of the analysis of a case similar to the cases that have been discussed in class during the course. (40%)

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. (For details please see the syllabus.)

Association in the course directory

Last modified: Th 11.05.2023 11:26