Universität Wien

040056 FK KFK MAR: B2B Marketing (2016W)

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

more information: http://marketing.univie.ac.at/studierende/studenten-master/ws-201617/kfk-mar-b2b-marketing/

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

  • Tuesday 04.10. 11:30 - 14:45 Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
  • Tuesday 11.10. 11:30 - 14:45 Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
  • Tuesday 18.10. 11:30 - 14:45 Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
  • Tuesday 25.10. 11:30 - 14:45 Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
  • Tuesday 08.11. 11:30 - 14:45 Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
  • Tuesday 15.11. 11:30 - 14:45 Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
  • Tuesday 22.11. 11:30 - 14:45 Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
  • Tuesday 29.11. 11:30 - 14:45 Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
  • Tuesday 06.12. 11:30 - 14:45 Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
  • Tuesday 17.01. 11:30 - 14:45 Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock

Information

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 deal with business customers, while the remaining 1/3 will work 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.

Assessment and permitted materials

Each regular session will start with a short multiple choice quiz that will test your comprehension of the case facts. 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. (Please arrive in class on time, as there will be no make-up quizzes later on.)

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.

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 that preparation and class attendance are not optional; they are mandatory. If you cannot attend during the scheduled sessions shown below, 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 email at: martin_koschat@hotmail.com.

Minimum requirements and assessment criteria

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 respective 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.

Examination topics

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 will 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.

Reading list

Association in the course directory

Last modified: Mo 07.09.2020 15:28