Universität Wien FIND

Return to Vienna for the summer semester of 2022. We are planning to hold courses mainly on site to enable the personal exchange between you, your teachers and fellow students. We have labelled digital and mixed courses in u:find accordingly.

Due to COVID-19, there might be changes at short notice (e.g. individual classes in a digital format). Obtain information about the current status on u:find and check your e-mails regularly.

Please read the information on https://studieren.univie.ac.at/en/info.

040562 KU International Marketing Research 2 (MA) (2017S)

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

Although the course is held in English, sound knowledge of German is necessary for relevant project work.

Students taking this course must have already successfully completed the Data Analysis for Marketing Decisions course.

It is absolutely essential that all registered students attend the first session on March 6th, 2017 (Introduction/Vorbesprechung) as failure to do so will result in their exclusion from the course.

Erasmus students must have successfully completed an international marketing research course at their home university. To be able to attend the course they must hand in a relevant transcript/certificate by March 14th, 2017.



Note: The time of your registration within the registration period has no effect on the allocation of places (no first come, first served).


max. 50 participants
Language: English


Classes (iCal) - next class is marked with N

Monday 06.03. 09:45 - 11:15 Hörsaal 10 Oskar-Morgenstern-Platz 1 2.Stock
Monday 20.03. 09:45 - 11:15 Hörsaal 10 Oskar-Morgenstern-Platz 1 2.Stock
Monday 27.03. 09:45 - 11:15 Hörsaal 10 Oskar-Morgenstern-Platz 1 2.Stock
Monday 03.04. 09:45 - 11:15 Hörsaal 10 Oskar-Morgenstern-Platz 1 2.Stock
Monday 24.04. 09:45 - 11:15 Hörsaal 10 Oskar-Morgenstern-Platz 1 2.Stock
Monday 08.05. 09:45 - 11:15 Hörsaal 10 Oskar-Morgenstern-Platz 1 2.Stock
Monday 15.05. 09:45 - 11:15 Hörsaal 10 Oskar-Morgenstern-Platz 1 2.Stock
Monday 22.05. 09:45 - 11:15 Hörsaal 10 Oskar-Morgenstern-Platz 1 2.Stock
Monday 29.05. 08:00 - 14:45 Hörsaal 16 Oskar-Morgenstern-Platz 1 2.Stock
Monday 12.06. 11:30 - 13:00 Hörsaal 4 Oskar-Morgenstern-Platz 1 Erdgeschoß


Aims, contents and method of the course

The course seeks to develop critical skills for the analysis and interpretation of international marketing research data. It builds directly on the knowledge gained from the International Marketing Research 1 course and highlights measurement and sampling data analysis issues in an international research setting.

The course involves a combination of formal lectures and workshop sessions, placing particular emphasis on student participation.

Assessment and permitted materials

Performance in the course will be assessed as follows:
Class Participation 10%
Group Project 45%
Final Exam 45%

No material other than a dictonary may be used in the final exam.

Minimum requirements and assessment criteria

As the course has prüfungsimmanenten Charakter, attendance is compulsory throughout the semester (see also Admission and Attendance Policies on our homepage); more than three absences will automatically result in a failed grade.

In total, a minimum of 50 percent needs to be attained overall to pass the course. The grading system looks as follows: 0 to 49% - grade 5, 50 to 59% - grade 4, 60 to 69% - grade 3, 70 to 79% - grade 2, 80 to 100% - grade 1.

Students who fail must repeat the entire course (and must register in the usual way next time the course is offered). No opportunities for make-ups will be offered.

Examination topics

The group project will be tackled in groups of 3-5 students and will involve the preparation and presentation of a Research Report (further details will be given in the Introduction/Vorbesprechung session); the same grade will be awarded to all students belonging to the same group.

The final exam will last 60 minutes will be based on the textbooks, additional readings and material covered in the lectures (including case studies).

Reading list

Textbooks (also used in the International Marketing Research 2 course):
Craig S.C. and Douglas S.P. (2005): International Marketing Research, 3rd edition, John Wiley & Sons, Ltd. (ISBN 0-470-01095-9)

Babin, B.J. and Zikmund, W.G. (2016): Exploring Marketing Research, 11th edition, South-Western Cengage Learning. (ISBN-10 1305263529).

Reading List:
In addition to the text books, a list of selected journal articles is used to support students' understanding for research in International Marketing. These papers are examinable. The list can be found on moodle.

Reading the textbook chapters as well as the selected research papers is an essential part of the course (especially as preparation for the sessions!) and as important as attending lectures.

Association in the course directory

Last modified: Mo 07.09.2020 15:29