Universität Wien

040026 KU Special Topics in Marketing: B2B Marketing (MA) (2024W)

4.00 ECTS (2.00 SWS), SPL 4 - Wirtschaftswissenschaften
Continuous assessment of course work
Fr 22.11. 09:45-13:00 Hörsaal 10 Oskar-Morgenstern-Platz 1 2.Stock

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

  • Friday 04.10. 09:45 - 13:00 Hörsaal 10 Oskar-Morgenstern-Platz 1 2.Stock
  • Friday 11.10. 09:45 - 13:00 Hörsaal 10 Oskar-Morgenstern-Platz 1 2.Stock
  • Friday 18.10. 09:45 - 13:00 Hörsaal 10 Oskar-Morgenstern-Platz 1 2.Stock
  • Friday 25.10. 09:45 - 13:00 Hörsaal 10 Oskar-Morgenstern-Platz 1 2.Stock
  • Friday 15.11. 09:45 - 13:00 Hörsaal 10 Oskar-Morgenstern-Platz 1 2.Stock
  • Friday 29.11. 09:45 - 13:00 Hörsaal 10 Oskar-Morgenstern-Platz 1 2.Stock
  • Friday 06.12. 09:45 - 13:00 Hörsaal 10 Oskar-Morgenstern-Platz 1 2.Stock
  • Friday 13.12. 09:45 - 13:00 Hörsaal 10 Oskar-Morgenstern-Platz 1 2.Stock
  • Friday 24.01. 09:45 - 13:00 Digital
    Hörsaal 10 Oskar-Morgenstern-Platz 1 2.Stock

Information

Aims, contents and method of the course

The detailed syllabus can be found here: https://marketing.univie.ac.at/fileadmin/user_upload/i_marketing/unterlagen/Merkblaetter/2024WS_Merkblaetter/Master/B2B_KU__Syllabus__2024__Koschat_.pdf

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?
• 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.
• Managing the transition from B2C to B2B and back again.

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 brief multiple-choice tests – closed notes and closed books – that are administered at the beginning of each session. (33%)

2) Participation in class discussions: Class attendance is mandatory. This is a so-called "Prüfungsimmanente Lehrveranstaltung." Missing more than two regular sessions will result in automatic failure. (33%)

3) Final exam: This is a written exam – open notes and open books – and consists of the analysis of a case similar to the cases that have been discussed in class during the course. (34%)

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 specifics, please see the detailed syllabus.

Association in the course directory

Last modified: We 11.09.2024 12:05