Universität Wien

040143 KU Special Topics in Marketing: Responsible Marketing 1 (MA) (2024S)

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

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

  • Friday 01.03. 11:30 - 13:00 Hörsaal 3 Oskar-Morgenstern-Platz 1 Erdgeschoß
  • Thursday 07.03. 09:45 - 13:00 Hörsaal 17 Oskar-Morgenstern-Platz 1 2.Stock
  • Friday 08.03. 09:45 - 13:00 Hörsaal 17 Oskar-Morgenstern-Platz 1 2.Stock
  • Thursday 14.03. 09:45 - 11:15 Hörsaal 10 Oskar-Morgenstern-Platz 1 2.Stock
  • Thursday 14.03. 11:30 - 13:00 Hörsaal 17 Oskar-Morgenstern-Platz 1 2.Stock
  • Friday 15.03. 09:45 - 13:00 Hörsaal 17 Oskar-Morgenstern-Platz 1 2.Stock
  • Friday 05.04. 09:45 - 11:15 Digital

Information

Aims, contents and method of the course

Course Objectives
Marketing decisions involve needs, goals, and interests of various exchange partners as well as stake holders in the organization itself and its environment. The Special Topic “Responsible Marketing” shall widen your view on marketing decisions by including societal (i.e., social and ecologic) aspects of producing, marketing, buying, and consuming products. Participants in the course will enhance their awareness of the diverse societal implications associated with marketing decisions. They will cultivate a broader perspective and a contextual understanding of consumer behavior and marketing, enabling them to make decisions in the marketing context that not only contribute to corporate goals, but also promote consumer well-being. This course (Responsible Marketing 1) is one of two sequential course components. It is scheduled over a brief period to facilitate concentrated engagement with literature and active class discussions centered around the subject matter.

Course Structure & Content
Commencing with the concepts of 'value creation' and 'consumer need satisfaction,' this course delves into the role that marketers and companies must embrace in promoting social responsibility. The exploration systematically encompasses the social, ecological, and economic dimensions of the entire lifecycle of goods and services, including disposal, adopting a circular economy perspective. We will interconnect the Corporate Social Responsibility (CSR) viewpoint with the latest advancements in Transformative Marketing, focusing on core values upheld by consumers in Western societies such as fairness, diversity, and inclusion. The discussions will elucidate how marketers can contribute to society by fostering sustainable consumption, ensuring long-term profitability. (Note: Course 2 will subsequently complement this content by further elaborating on societal welfare and consumer well-being.)

More information here: https://marketing.univie.ac.at/en/teaching/master/courses/

Assessment and permitted materials

- Literature summeries (35%)
- Class Participation (15%)
- Final paper (50 %)

Minimum requirements and assessment criteria

Grading is based on the sum of all three contributions:
1- very good ≥ 87,5%
2- good ≥ 75 %
3- satisfactory ≥ 62,5%
4- sufficient ≥ 50 %
5- insufficient < 50%

Examination topics

• Participants are required to engage with the specified literature.
Following the readings, a concise summary for each session, encompassing key statements, questions, and personal reflections, is to be submitted by the designated deadline. The various aspects shall be further explored during class discussions (four summaries in total).
• Active participation in class discussions is anticipated.
• A final paper is requisite to complete the course. The paper (to be submitted by the
• specified deadline) shall elaborate on crucial aspects or insights gained throughout the course.

Paper evaluation will consider the depth of analysis & the integration of pertinent literature.
o The paper should consist of 5-9 pages and may take one of the following forms:
- An essay or story map summarizing one or several key concept(s) discussed
OR
- An essay focused on a selected article, outlining the rationale behind the selection,
- summarizing its content or discussion, and highlighting the main takeaways.
OR
- A report or story map on a specific session or topic covered in the course, illustrated by a self-selected practical (marketing) example.
o Note: Proper citation of relevant literature is required!

Reading list

Textbook: Fuchs, Doris | Sahakian, Marlyne | Gumbert, Tobias | Di Giulio, Antoinetta | Maniates, Michael | Lorek, Sylvia | Graf, Antonia (2021): Consumption Corridors. Living a Good Life within Sustainable Limits, Routledge, London & New York.

Marketing Textbook for individual Review, if needed:
Kotler, Philip / Armstrong, Gary / Opresnik, Mark Oliver (2021): Principles of Marketing, 18th Global Edition, Pearson.

Academic Articles listed in the syllabus and provided via Moodle.

Association in the course directory

Last modified: We 31.07.2024 11:25