Universität Wien

040119 VO ABWL Marketing I (2021W)

3.00 ECTS (2.00 SWS), SPL 4 - Wirtschaftswissenschaften


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


Language: German

Examination dates


Classes (iCal) - next class is marked with N

Tuesday 05.10. 15:00 - 16:30 Digital
Tuesday 12.10. 15:00 - 16:30 Digital
Tuesday 19.10. 15:00 - 16:30 Digital
Tuesday 09.11. 15:00 - 16:30 Digital
Tuesday 16.11. 15:00 - 16:30 Digital
Tuesday 23.11. 15:00 - 16:30 Digital
Tuesday 30.11. 15:00 - 16:30 Digital
Tuesday 07.12. 15:00 - 16:30 Digital
Tuesday 14.12. 15:00 - 16:30 Digital
Tuesday 11.01. 15:00 - 16:30 Digital
Tuesday 18.01. 15:00 - 16:30 Digital


Aims, contents and method of the course

Markets are as diverse as the buyers of products and services. Companies that successfully place their range of services and want to survive on the market in the long term must therefore systematically plan their market presence and design it in a customer and competition-oriented manner.
Marketing as a sub-discipline of business administration offers providers approaches, concepts and tools for planning, organizing and implementing measures for the product, price, distribution and communication design of the offer.
In this course you will: (1) become familiar with the technical terminology of marketing, (2) develop an understanding of marketing as a strategic approach in the customer and success-oriented market presence of companies and (3) systematically deal with conception, benefit, commitment and mutual coordination of the various marketing instruments.

Assessment and permitted materials

Proof of performance for the lecture is provided online by means of a written test. This consists of 50 questions and lasts 60 minutes. The questions must be answered in a single choice format; From 4 answer options, the 1 correct answer must be selected. A maximum of 50 points can be achieved (1 point per question). There is NO deduction of points for wrong answers.

Minimum requirements and assessment criteria

The assessment of the performance of the individual participants is based on the test result of a maximum of 50 points.
The following assessment key is used for grading:
Very good ≥ 88% (44 points)
Good ≥ 75% (38 points)
Satisfactory ≥ 63% (32 points)
Sufficient ≥ 50% (25 points)

Examination topics

The examination material includes the contents of the specified textbook.
The contents of the exam are clearly presented in the lecture. The topics of the individual chapters are developed step by step and gradually brought together in the sense of a holistic understanding and complemented to enable a holistic understanding of marketing.
Foe exam preparation, the course documents (as slides and handouts) are made available in Moodle.
A short version of an example test (also accessible online in Moodle) is intended to provide additional guidance with regard to the test.

Reading list

Kotler, Philip | Armstrong, Gary | Harris, Lloyd C. | Piercy, Nigel (2019): Grundlagen des Marketing, 7. aktualisierte Auflage, Pearson.
HINWEIS: e-Buch Zugänge zum Lehrbuch über die Universitätsbibliothek sind in beschränktem Maße vorhanden

Association in the course directory

Last modified: Fr 12.05.2023 00:12