Universität Wien
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040535 UK Marketing Instruments A (2023W)

Angewandte Marktforschung - Werbewirkung und Segmentierung

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: German

Lecturers

Classes (iCal) - next class is marked with N

  • Tuesday 03.10. 15:00 - 16:30 Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
  • Tuesday 10.10. 15:00 - 16:30 Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
  • Tuesday 17.10. 15:00 - 16:30 Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
  • Tuesday 24.10. 15:00 - 16:30 Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
  • Tuesday 31.10. 15:00 - 16:30 Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
  • Tuesday 07.11. 15:00 - 16:30 Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
  • Tuesday 14.11. 15:00 - 16:30 Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
  • Tuesday 21.11. 15:00 - 16:30 Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
  • Tuesday 05.12. 15:00 - 16:30 Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
  • Tuesday 09.01. 15:00 - 16:30 Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
  • Tuesday 16.01. 15:00 - 16:30 Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
  • Tuesday 23.01. 15:00 - 16:30 Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock

Information

Aims, contents and method of the course

The aim of the course is to assess the effectiveness of a communication measure in the context of the completion of an independent empirical project (problem formulation, questionnaire design, data collection, data analysis, interpretation of results). In the first two units, the instructor introduces the topic (content and methodology). In the third unit there is a short test and the group division. The following blocks have discussions, a concept presentation and the final presentation.

Assessment and permitted materials

The following partial performances result in the final grade:
- Written examination 20 points
- Concept presentation 20 points
- Final presentation 20 points
- Written project work 40 points

Minimum requirements and assessment criteria

A total of at least 50 points is required for positive completion of the course. Opportunities to repeat missed or poorly completed sub-credits cannot be offered. Project work is done within a project group. The course uses Turnitin for plagiarism checking.

Attendance is compulsory (absence on two dates is possible without excuse; a third absence is only allowed with confirmation if there is an important reason).

The positive grade range will be divided equally.

Examination topics

Reading list

Advertising impact
(1) Schweiger, G., Schrattenecker, G. (2021): Advertising, 10th ed, UTB.
(2) Fill, C., Turnbull, S. (2016): Marketing Communications, 7th ed, Pearson Education (7th ed. available as an e-book through the library; 8th ed., 2019).
(3) Gierl, H. (2002): Effect of the advertising environment on the impact of an advertising medium, in: der markt, 41(4), 127-137.

Cluster analysis
(4) Backhaus, K., Erichson, B., Plinke, W., Weiber, R. (2018): Multivariate analysis methods - An application-oriented introduction, 15th ed, Springer (available as e-book; 16th ed, 2021).
(5) Bühl, A. (2018): SPSS - Introduction to modern data analysis starting with SPSS 25, 16th ed, Pearson Studium.

Association in the course directory

Last modified: Th 05.09.2024 13:45