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040119 VO ABWL Marketing I (2017W)

3.00 ECTS (2.00 SWS), SPL 4 - Wirtschaftswissenschaften

Details

Language: English

Examination dates

Lecturers

Classes (iCal) - next class is marked with N

Monday 16.10. 19:00 - 21:00 Hörsaal 1 Oskar-Morgenstern-Platz 1 Erdgeschoß
Monday 23.10. 19:00 - 21:00 Hörsaal 1 Oskar-Morgenstern-Platz 1 Erdgeschoß
Monday 30.10. 19:00 - 21:00 Hörsaal 1 Oskar-Morgenstern-Platz 1 Erdgeschoß
Monday 06.11. 19:00 - 21:00 Hörsaal 1 Oskar-Morgenstern-Platz 1 Erdgeschoß
Monday 13.11. 19:00 - 21:00 Hörsaal 1 Oskar-Morgenstern-Platz 1 Erdgeschoß
Monday 27.11. 19:00 - 21:00 Hörsaal 1 Oskar-Morgenstern-Platz 1 Erdgeschoß
Monday 04.12. 19:00 - 21:00 Hörsaal 1 Oskar-Morgenstern-Platz 1 Erdgeschoß
Monday 11.12. 19:00 - 21:00 Hörsaal 1 Oskar-Morgenstern-Platz 1 Erdgeschoß
Monday 08.01. 19:00 - 21:00 Hörsaal 1 Oskar-Morgenstern-Platz 1 Erdgeschoß
Monday 15.01. 19:00 - 21:00 Hörsaal 1 Oskar-Morgenstern-Platz 1 Erdgeschoß
Monday 22.01. 19:00 - 21:00 Hörsaal 1 Oskar-Morgenstern-Platz 1 Erdgeschoß

Information

Aims, contents and method of the course

The course is an introductory course in the field of marketing. Its purpose is to provide a general understanding of the process of marketing, its role in business today, strategic marketing decisions, and the major aspects of the marketing mix: product and services planning and development, pricing, marketing communication, and distribution.
After passing this course, you will have gained a solid understanding of the concept of marketing and its role/function in organizations as well as its application in business.
Topics:
Introduction: Marketing Environment, Marketing Research, Consumer Behavior
Strategic Marketing: Market Segmentation, Targeting, Positioning, Strategic Planning and Marketing Strategy
Marketing Mix: Product Decisions and Branding, Marketing of Services, Distribution and Channel Management, Marketing Communication, Pricing Strategies

Assessment and permitted materials

The exam consists of 50 multiple choice questions. There are 4-5 answer choices per question of which only one is correct. The exam time is 60 min.
In order to be admitted to the exam, you need to register via U:SPACE.

Minimum requirements and assessment criteria

Written exam: 100% of course grade
5 ... < 50 %
4 ... ≥ 50 %
3 ... ≥ 62,5 %
2 ... ≥ 75 %
1 ... ≥ 87,5 %

Examination topics

The exam will be based on the lecture, the assigned chapters in Kotler et al. and the material on the course website.

Reading list

Kotler, P./Keller, K./Brady, M./Goodman, M/Hansen, T. (2016). Marketing Management, 3rd edition, Pearson
ISBN-13: 9781292093239
Additional material such as lecture slides will be provided on the course website (Moodle).

Association in the course directory

Last modified: Mo 07.09.2020 15:28