Universität Wien

040119 VO ABWL Marketing I (2025W)

3.00 ECTS (2.00 SWS), SPL 4 - Wirtschaftswissenschaften
Moodle
Tu 09.12. 13:15-14:45 Hörsaal 1 Oskar-Morgenstern-Platz 1 Erdgeschoß

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Details

Language: German

Examination dates

Lecturers

Classes (iCal) - next class is marked with N

EH 1: Course Overview & Introduction (Chapter 1)
EH 2: Managing Marketing: From Planning to Implementation (Chapter 2)
EH 3: Marketing Environment & Situational Analysis (Chapter 3)
EH 4: Market Research (Chapter 4)
EH 5: Consumer Behavior (Chapters 5 & 6)
EH 6: ATTENTION => other lecture hall!! Strategic Marketing (Chapter 7)
EH 7: From Strategy to Marketing Mix (Chapters 2+3 & 7+9)
EH 8: Product (Chapter 8)
EH 9: Price (Chapters 10–11)
EH 10: Distribution (Chapters 12+13)
EH 11: Communication (Chapters 14–17)
EH 12: Competition (Chapters 18 & 2, 8–9, 11)
EH 13: ATTENTION => Thursday session AND other lecture hall!! Responsible Marketing: Sustainability & Global Markets (Chapters 19–20)

  • Tuesday 07.10. 13:15 - 14:45 Hörsaal 1 Oskar-Morgenstern-Platz 1 Erdgeschoß
  • Tuesday 14.10. 13:15 - 14:45 Hörsaal 1 Oskar-Morgenstern-Platz 1 Erdgeschoß
  • Tuesday 21.10. 13:15 - 14:45 Hörsaal 1 Oskar-Morgenstern-Platz 1 Erdgeschoß
  • Tuesday 28.10. 13:15 - 14:45 Hörsaal 1 Oskar-Morgenstern-Platz 1 Erdgeschoß
  • Tuesday 04.11. 13:15 - 14:45 Hörsaal 1 Oskar-Morgenstern-Platz 1 Erdgeschoß
  • Tuesday 11.11. 13:15 - 14:45 Hörsaal 6 Oskar-Morgenstern-Platz 1 1.Stock
  • Tuesday 18.11. 13:15 - 14:45 Hörsaal 1 Oskar-Morgenstern-Platz 1 Erdgeschoß
  • Tuesday 25.11. 13:15 - 14:45 Hörsaal 1 Oskar-Morgenstern-Platz 1 Erdgeschoß
  • Tuesday 16.12. 13:15 - 14:45 Hörsaal 1 Oskar-Morgenstern-Platz 1 Erdgeschoß
  • Tuesday 13.01. 13:15 - 14:45 Hörsaal 1 Oskar-Morgenstern-Platz 1 Erdgeschoß
  • Tuesday 20.01. 13:15 - 14:45 Hörsaal 1 Oskar-Morgenstern-Platz 1 Erdgeschoß
  • Thursday 29.01. 13:15 - 14:45 Hörsaal 4 Oskar-Morgenstern-Platz 1 Erdgeschoß

Information

Aims, contents and method of the course

This course offers an introduction to marketing. In five thematic blocks - (1) understanding marketing, (2) understanding customers & markets, (3) strategic marketing planning, (4) designing the marketing mix, and (5) implementing Sustainable Marketing - the lecturer systematically guides students through the exam literature (i.e., the specified textbook) in interactive lecture sessions. The topics and concepts covered are illustrated with practical examples and discussed together in the lecture hall.

In this course, you will (1) become familiar with the terminology, tasks, opportunities, and limitations of marketing, (2) develop an understanding of marketing as a strategic approach for customer- and success-oriented market presence, and (3) systematically engage with the conception, benefits, application, and mutual coordination of various marketing instruments (the "4 Ps").

The lecture takes place weekly. It is held on-site (in the lecture hall) as well as streamed and recorded. Lecture units are designed to build on one another. The lecture is non-compulsory, meaning attendance of the lecture sessions is not mandatory. For exam preparation, recordings of all lecture units (including slides and handouts) are available on Moodle after each session until the last exam date of this lecture.

Assessment and permitted materials

Assessment will be conducted at the end of the course through a written test (in-person in the format "online in the lecture hall"). The exam may be taken in German or English. Registration for the chosen option (German or English) is required.

The exam 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). There is no deduction of points for incorrect answers. You can navigate between questions, and you are free to answer them in any order during the test.

Minimum requirements and assessment criteria

Performance is assessed based on the test result (maximum: 50 points).

Grading is based on the following assessment key:

Excellent ≥ 88% (44 points)
Good ≥ 75% (38 points)
Satisfactory ≥ 63% (32 points)
Sufficient ≥ 50% (25 points)
Insufficient (not passed) < 50% (0-24 points)

Examination topics

Material for exam preparation: textbook (all chapters!).

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

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

Also available in English:
Kotler, Philip | Armstrong, Gary | Balasubramanian, Sridhar (2024): PRINCIPLES OF MARKETING, 9th Global Edition, Pearson.

NOTE:
The number of hard copies as well as electronic access to the textbook through the university library are limited. For optimal exam preparation, we recommend procuring your own (electronic) copy of the textbook.

Association in the course directory

Last modified: Mo 25.08.2025 16:45