Universität Wien

040155 KU Special Topics in Marketing: Responsible Marketing 2 (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

  • Wednesday 22.05. 15:00 - 18:15 Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
  • Wednesday 29.05. 15:00 - 16:30 Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
  • Wednesday 29.05. 16:45 - 18:15 Hörsaal 14 Oskar-Morgenstern-Platz 1 2.Stock
    Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
  • Wednesday 05.06. 15:00 - 18:15 Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
  • Wednesday 12.06. 15:00 - 18:15 Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
  • Wednesday 19.06. 15:00 - 18:15 Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
  • Wednesday 26.06. 15:00 - 18:15 Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock

Information

Aims, contents and method of the course

This course is intended for students pursuing master’s degrees in Business Administration and International Business Administration.
The course is also open to students from other programs as well as guest students who are interested in the topic at hand.

Objectives & Content
This course provides students with a thorough understanding of how to transform people´s lives for the better. In particular, the course offers new perspectives on marketing practices and new opportunities to make an impact on the world.

The classes will encourage students to think about and discuss the following topics:
- What is the role of marketing in creating a better world?
- What are the world’s current challenges, and how do they impact businesses?
- How to position a sustainable brand?
- What can be done to boost pro-social behavior?

Moreover, students will have the opportunity to participate in a business case in collaboration with one of our partners (a green company in the biochemical sector based in Manchester). Students will learn about current industry practices and propose marketing solutions for the challenge pro-vided; the group with the best solutions/recommendations will receive a small monetary reward from the company.

The course seeks to improve students’ critical and strategic thinking to provide our future leaders with better and more powerful decisionmaking tools.

Course Structure
The course offers an interactive format composed of several lectures, a guest speaker’s presentation, and a business challenge to give students an integrated learning experience.

Assessment and permitted materials

Performance in the course will be assessed as follows:
• Individual performance (class attendance, participation, discussion) 10%
• Group presentation 45%
• Report 45%

Minimum requirements and assessment criteria

Students are expected to attend and actively participate in all classes.
Attendance at the first session is compulsory.

The evaluation of the presentation will be based on clarity, presentation skills and appropriateness as well as originality of the ideas proposed.

Grades will rely on the following scale:
• 1 ≥ 90%
• 2 ≥ 80%
• 3 ≥ 65%
• 4 ≥ 50%

Examination topics

Students will be asked to form groups of around 3 elements (depending on the number of stu-dents in the class). Groups will have to do a presentation and a written report for the challenge proposed. In particular, each group will work with one of the business areas (personal care and home care) and in a targeted geographical area.

Presentation:
Each presentation should last 10 minutes (maximum), followed by 5 minutes of feedback.
Students should cover:
• Situational Analysis, SWOT, STP (50%)
• Marketing tactics and Recommendations (50%)
Please upload your presentation on moodle one day before the presentation.

Report:
The essay should have a maximum of 20 pages (including references, images and graphs). Please indicate on the front page the group number, students’ names, students’ IDs, and e-mails.

Formatting Guidelines
• Write in Times New Roman, size 12, and line space 1,5.
• Use the APA style for citations and references.

Content Guidelines
The report will be your marketing plan for challenge proposed by the company. It should be com-posed of three main parts:
1) Situational Analysis
a. You can use tools such as 5C analysis, PESTEL and SWOT.
b. Graphs and statistics are often valuable in this section
c. Market research can be very insightful (surveys or interviews with consumers)

2) Strategy (STP)
a. You will have to define the segments of the market.
b. Target one segment and develop the positioning.

3) Marketing tactics and recommendations
• Define your implementation tactics (price, promotion, etc) and identify the main rec-ommendations for the practitioners.

Reading list

Chandy, R., Johar, G., Moorman, C., & Roberts, J. (2021). Better Marketing for a Better World. Journal of Marketing, 85(3), 1–9.

Mertens, S., Herberz, M., Hahnel, U. J. J., & Brosch, T. (2022). The effectiveness of nudging: A meta-analysis of choice architecture interventions across behavioral domains. Proceedings of the National Academy of Sciences of the United States of America, 119(1), 1–10.

White, K., Habib, R., & Hardisty, D. J. (2019). How to SHIFT consumer behaviors to be more sustainable: A literature review and guiding framework. Journal of Marketing, 83(3), 22–49.

Association in the course directory

Last modified: We 31.07.2024 11:25