Universität Wien
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040119 VO ABWL Marketing I (2023W)

3.00 ECTS (2.00 SWS), SPL 4 - Wirtschaftswissenschaften
Moodle

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

Language: German

Examination dates

Lecturers

Classes (iCal) - next class is marked with N

The lecture takes place weekly. It will be held on site as well as streamed and recorded. For exam preparation, the recordings of all VO units (including slides and handouts) will be available in Moodle after each (unit until the last exam date of this lecture).

NOTE: Oct 30th => no in-class lecture.

  • Monday 02.10. 11:30 - 13:00 Hörsaal 14 Oskar-Morgenstern-Platz 1 2.Stock
  • Monday 09.10. 11:30 - 13:00 Hörsaal 14 Oskar-Morgenstern-Platz 1 2.Stock
  • Monday 16.10. 11:30 - 13:00 Hörsaal 14 Oskar-Morgenstern-Platz 1 2.Stock
  • Monday 23.10. 11:30 - 13:00 Hörsaal 14 Oskar-Morgenstern-Platz 1 2.Stock
  • Monday 06.11. 11:30 - 13:00 Hörsaal 14 Oskar-Morgenstern-Platz 1 2.Stock
  • Monday 13.11. 11:30 - 13:00 Digital
  • Monday 20.11. 11:30 - 13:00 Hörsaal 14 Oskar-Morgenstern-Platz 1 2.Stock
  • Monday 27.11. 11:30 - 13:00 Hörsaal 14 Oskar-Morgenstern-Platz 1 2.Stock
  • Monday 04.12. 11:30 - 13:00 Hörsaal 14 Oskar-Morgenstern-Platz 1 2.Stock
  • Monday 11.12. 11:30 - 13:00 Hörsaal 14 Oskar-Morgenstern-Platz 1 2.Stock
  • Monday 08.01. 11:30 - 13:00 Hörsaal 14 Oskar-Morgenstern-Platz 1 2.Stock
  • Monday 15.01. 11:30 - 13:00 Hörsaal 14 Oskar-Morgenstern-Platz 1 2.Stock
  • Monday 22.01. 11:30 - 13:00 Digital

Information

Aims, contents and method of the course

This course offers an introduction to marketing principles, strategies, instruments, and management. We will discuss development of strategies and designing marketing programs to deliver unique consumer experience - in national, regional, and global markets.

In following the weekly lectures over the semester, you will develop an understanding of how firms create value for their customers. Essentially, you will (1) become familiar with the technical terminology of marketing, (2) develop an understanding of marketing as a strategic approach and (3) acquire the basic competences to compose a marketing plan.

The lecture takes place weekly on mondays; it will be held on site as well as streamed and recorded. Attendance to lectures is recommended but not mandatory. Recordings of all lecture units (as well as slides & handouts) will be available in Moodle until the last exam date for this lecture.

To enhance learning outcomes of this lecture, phases for intensive textbook study and direct exchange with the lecturer in two digital Q&A-sessions are scheduled in the middle and at the end of the semester. After following this lecture you will be acquainted with the relevante literature and content for the Exam in ABWL Marketing 1.

Assessment and permitted materials

Assessment of performance: EXAM (written single choice-test) taken in class (mode: "online in class") after the end of lecture.

The exam (in german!) consists of 50 questions to be answered within 60 minutes. Format: single-choice questions - one out of 4 answer-options is correct, the correct response is to be identified. A maximum of 50 points can be achieved in total (1 point per correct answer). No points deducted for incorrect answers; order of answering the questions is deliberate.

Minimum requirements and assessment criteria

Performance is assessed based on the test result (maximum: 50 points).
Grading is based on the following assessment key:
Very good ≥ 88% (44 points)
Good ≥ 75% (38 points)
Satisfactory ≥ 63% (32 points)
Sufficient ≥ 50% (25 points)

Examination topics

Material for exam preparation: textbook (Chapters 1-20).

Textbook content will be presented and discussed chapterwise in the lecture, and a holistic understanding of marketing shall be developed. Powerpoint slides and recorded lecture sessions will be accessible via moodle throughout the semester.

A short example test ( accessible online in Moodle) shall give additional guidance for test preparation.

Reading list

Textbook:
Kotler, Philip | Armstrong, Gary | Harris, Lloyd D. | He, Hongwei (2022): GRUNDLAGEN DES MARKETING, 8. Auflage, Verlag Pearson.

also available in English:
Kotler, Philip | Armstrong, Gary | Harris, Lloyd D. | He, Hongwei (2020): PRINCIPLES OF MARKETING, 8th European Ed., Pearson.

There is only limited access to hard copies as well as electronic access to the textbook via the University Library. Therefore, purchasing your own (e-book) copy of the textbook is recommended for optimal exam preparation!

Association in the course directory

Last modified: Th 11.04.2024 08:45