Universität Wien
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040386 KU Building Blocks of Marketing 1: Marketing Research (MA) (2025S)

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

Summary

1 Reisinger , Moodle
2 Koch , 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).
Registration information is available for each group.

Groups

Group 1

Mit der Anmeldung zu diesem Kurs erklären Sie sich damit einverstanden, dass die automatisierte Plagiatssoftware Turnitin Ihre Daten (z. B. Projektarbeiten, Seminararbeiten, Prüfungen etc.) verarbeitet und speichert.

max. 50 participants
Language: German
LMS: Moodle

Lecturers

Classes (iCal) - next class is marked with N

  • Thursday 06.03. 13:15 - 14:45 Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
  • Thursday 13.03. 13:15 - 14:45 Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
  • Thursday 20.03. 13:15 - 14:45 Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
  • Thursday 27.03. 13:15 - 14:45 Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
  • Thursday 03.04. 13:15 - 14:45 Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
  • Thursday 10.04. 13:15 - 14:45 Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
    Hörsaal 17 Oskar-Morgenstern-Platz 1 2.Stock
  • Thursday 08.05. 13:15 - 14:45 Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
  • Thursday 15.05. 13:15 - 14:45 Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
  • Thursday 05.06. 13:15 - 14:45 Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
  • Thursday 12.06. 13:15 - 14:45 Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
  • Monday 16.06. 13:15 - 14:45 Hörsaal 17 Oskar-Morgenstern-Platz 1 2.Stock
  • Thursday 26.06. 15:00 - 16:30 Hörsaal 6 Oskar-Morgenstern-Platz 1 1.Stock

Aims, contents and method of the course

The aim of the course is to understand the different stages of the market research process, to create a research design, to deal with basic statistical methods of market research and to apply the content learned in the context of a project assignment.

This course is aimed in particular at students on the Master's degree program in Business Administration who have chosen "Marketing & International Marketing" as their major or minor, as well as students on the Master's degree program in International Business Administration who have chosen "Marketing & International Marketing" in the economics specialization phase.
This course is also open to students from other fields of study and visiting students who wish to specialize in marketing and meet the academic requirements.

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

Assessment and permitted materials

The following components make up the final grade:
- Short test in the middle of the semester 10 points
- Final test at the end of the semester 30 points
- Project (presentation and written assignment) 30 points

Minimum requirements and assessment criteria

A total of at least 35 points are required for positive completion of the course. Opportunities to repeat missed or insufficiently completed parts of the course cannot be offered. The project assignment is carried out within a project group. All members of a project group receive the same number of points for the project work. The course uses Turnitin to check for plagiarism.
The positive grade range will be divided into equal shares.

Examination topics

Since not all contents are covered in the lecture, it is necessary to study the accompanying literature.

Group 2

By registering for this course, you agree that the automated plagiarism software Turnitin processes and stores your data (i.e. project work, seminar papers, exams, etc.).

max. 50 participants
Language: English
LMS: Moodle

Lecturers

Classes (iCal) - next class is marked with N

  • Tuesday 04.03. 09:45 - 11:15 Hörsaal 5 Oskar-Morgenstern-Platz 1 Erdgeschoß
  • Tuesday 11.03. 09:45 - 11:15 Hörsaal 5 Oskar-Morgenstern-Platz 1 Erdgeschoß
  • Tuesday 18.03. 09:45 - 11:15 Hörsaal 5 Oskar-Morgenstern-Platz 1 Erdgeschoß
  • Tuesday 25.03. 09:45 - 11:15 Hörsaal 5 Oskar-Morgenstern-Platz 1 Erdgeschoß
  • Tuesday 01.04. 09:45 - 11:15 Hörsaal 5 Oskar-Morgenstern-Platz 1 Erdgeschoß
  • Tuesday 08.04. 09:45 - 11:15 Hörsaal 5 Oskar-Morgenstern-Platz 1 Erdgeschoß
  • Tuesday 29.04. 09:45 - 11:15 Hörsaal 17 Oskar-Morgenstern-Platz 1 2.Stock
    Hörsaal 5 Oskar-Morgenstern-Platz 1 Erdgeschoß
  • Tuesday 06.05. 09:45 - 11:15 Hörsaal 5 Oskar-Morgenstern-Platz 1 Erdgeschoß
  • Tuesday 13.05. 09:45 - 11:15 Hörsaal 5 Oskar-Morgenstern-Platz 1 Erdgeschoß
  • Tuesday 20.05. 09:45 - 11:15 Hörsaal 5 Oskar-Morgenstern-Platz 1 Erdgeschoß
  • Tuesday 27.05. 09:45 - 11:15 Hörsaal 5 Oskar-Morgenstern-Platz 1 Erdgeschoß
  • Tuesday 03.06. 09:45 - 11:15 Hörsaal 5 Oskar-Morgenstern-Platz 1 Erdgeschoß
    Hörsaal 8 Oskar-Morgenstern-Platz 1 1.Stock

Aims, contents and method of the course

Target audience

This course is aimed in particular at students of the Master's degree in Business Administration who have chosen "Marketing & International Marketing" as a major or minor and at students of the Master's degree in International Business Administration who have chosen "Marketing & International Marketing" in the in-depth phase.

This course is also open to students from other programs and guest students aiming for a specialization in marketing and meeting the study requirements.

Erasmus students must have completed a basic or introductory marketing course at their home university. To attend the course, they must hand in a relevant transcript/certificate by March 3rd, 2025.

Objectives & Content

The course introduces core concepts and techniques associated with the design and execution of marketing research projects. It focuses on the research process, data collection issues, questionnaire design, sampling, and measurement.

Course structure

Theoretical content will be explained in a lecture.

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

Assessment and permitted materials

This course is a continuing university course with an ongoing examination. The total performance assessment is based on the following partial performances:

Participation 20%
Midterm exam 35 %
Final exam 45 %

Minimum requirements and assessment criteria

By registering for this course, you agree that the automated plagiarism software Turnitin processes and stores your data (i.e. project work, seminar papers, exams, etc.).

Registered students who, for whatever reason, are unable to take the course must de-register electronically. The latest date by which the course can be dropped is March 14th. Students who decide to drop the course after this deadline will be graded with 5 (failed).

All registered students must attend the first session on March 4th, 2025 (Introduction) as failure to do so will result in their exclusion from the course. Students should also regularly check our homepage for any changes in dates/times or locations.

The assessment of the overall performance of the participants is determined as follows:

1 ≥ 88 %
2 ≥ 75 %
3 ≥ 63 %
4 ≥ 50 %
5 < 50 %

No make-up exams are offered; students who fail must repeat the entire course (and must register in the usual way next time the course is offered).

Examination topics

Material covered in class

Information

Reading list

Iacobucci, D., Churchill, G. A. Jr. (2022): Marketing Research – Methodological Foundations, 13th ed., Earlie Lite Books, Nashville

Association in the course directory

Last modified: Tu 04.03.2025 14:06