Curriculum for the Double Master Degree Program in Marketing - Incoming Students at WU Vienna University of Economics and Business On December 4, 2013, the Senate of WU Vienna University of Economics and Business approved the following resolution of the Committee for Academic Programs dated November 19, 2013 on the curriculum for the Double Master Degree Program in Marketing pursuant to 25 (1) item 10 of the Universities Act 2002 (Universitätsgesetz 2002). 1 Objectives The Double Master Degree Program in Marketing - Incoming Students provides students with both a practical and a research-based understanding of customer-oriented organizations and their interactions with various stakeholders. Based on a relevant bachelor program or equivalent first-degree program, the Double Master Degree Program in Marketing - Incoming Students imparts to students the necessary academic and practical skills and knowledge to develop strategic marketing plans in a constantly changing economic environment, both on a national and an international level, and to implement these plans in marketing programs. Students learn the necessary skills to competently structure complex marketing problems and to use high-performance analysis techniques and decision-making tools. Graduates have gained comprehensive skills necessary to apply various theoretical-conceptual approaches and empirical methods to specialized areas of marketing. The Double Master Degree Program in Marketing - Incoming Students is aimed particularly at students: Who wish to obtain not only immediate practical qualifications but also methodological and conceptual skills qualifying them for specialist and management positions with strategic responsibilities in all the fields of marketing in national and international companies Who want to obtain the necessary prerequisites for higher scientific qualifications (particularly PhD candidates) for a future career in research and teaching at universities and/or other research institutions After completing the program, graduates are able to: Understand marketing management issues comprehensively and critically discuss current research findings in the field of marketing Reflect on marketing problems from theoretical and methodological perspectives, and apply the resulting insights to marketing decisions in practice Think strategically and in a global economic context, and implement marketing strategies in concrete marketing situations 1
Appropriately structure, model, and systematically solve practically relevant marketing problems Develop new products and services to create added value for the company and potential customers Communicate even complex, poorly structured, new issues and problem cases understandably and appropriately to both experts and laypeople Build up individual expertise in selected fields of marketing Graduates planning on entering into an academic career or a career in marketing consulting should also be able to: Investigate and solve complex marketing problems using different qualitative and quantitative analysis tools and decision-making support systems Collect empirical data on marketing-relevant issues, and analyze and interpret this data to create a solid foundation for decision-making Apply progressive analysis methods and marketing methods to make well-founded inferences and conduct empirical performance evaluations of marketing activities Graduates who intend to take over specialist and/or management positions in companies should also be able to: Use marketing instruments and data analysis techniques effectively and apply them appropriately to real problem situations Contribute to teams and actively take part in participatory problem-solving processes Organize and supervise marketing projects and support their implementation 2 Admission Requirements The prerequisite for admission to the Double Master Degree Program in Marketing - Incoming Students is the successful completion of a bachelor program in a relevant discipline or a bachelor program at a university of applied sciences (Fachhochschule) in a relevant discipline, or of another equivalent program at a recognized post-secondary educational institution in Austria or abroad and nomination for this program by Università Commerciale Luigi Bocconi under the Double Degree Agreement. In addition, the Academic Director of the Master Program in Marketing must agree to such a nomination. 3 Classification, Structure, Total Credit Hours and ECTS (1) The Double Master Degree Program in Marketing - Incoming Students is a degree program in social and economic sciences within the meaning of 54 (1) of the Universities Act 2002. (2) The 4-semester Double Master Degree Program in Marketing - Incoming Students is made up of 138.5 ECTS credits and 41 credit hours. The master thesis is worth 20 ECTS credits, and the subjects of the Double Master Degree Program in Marketing - Incoming Students account for the remaining 118.5 ECTS credits. (3) The Double Master Degree Program in Marketing - Incoming Students is held entirely in English. 4 Types of Examinations (1) The examination types indicated in this curriculum are defined in the examination regulations of WU Vienna University of Economics and Business. This curriculum, together with the examination regulations, forms a curriculum pursuant to 25 (1) item 10 of the Universities Act 2002. 2
(2) The examination regulations valid at Università Commerciale Luigi Bocconi apply to all courses and examinations taken at Università Commerciale Luigi Bocconi. 5 Courses and Examinations Taken at Università Commerciale Luigi Bocconi (1) The following courses and examinations must be completed at Università Commerciale Luigi Bocconi in the Master Program in Marketing Management: Course title ECTS Credit hours In Strategic Marketing and Marketing Plan Module 1 (6 ECTS): Type of examination Strategic Marketing and Marketing Plan Module 1 6 2 LVP * /PI ** In Channel Marketing (Trade Evolution, Analysis and Planning) (6 ECTS): Channel Marketing (Trade Evolution, Analysis and Planning) In Market Research (6 ECTS): 6 2 LVP/PI Market Research 6 2 LVP/PI In Industry Analysis (Industrial Economics and Economics of Innovation) (8 ECTS): Industry Analysis (Industrial Economics and Economics of Innovation) 8 2 LVP/PI In Understanding Consumer (Consumer Behavior and CCT) Module 1 (5 ECTS): Understanding Consumer (Consumer Behavior and CCT) Module 1 5 2 LVP/PI In Understanding Consumer (Consumer Behavior and CCT) Module 2 (7 ECTS): Understanding Consumer (Consumer Behavior and CCT) Module 2 In Strategic Marketing and Marketing Plan Module 2 (6 ECTS): 7 2 LVP/PI Strategic Marketing and Marketing Plan Module 2 6 2 LVP/PI In Product Innovation and Market Creation (5 ECTS): Product Innovation and Market Creation 5 2 LVP/PI In Brand Management (5 ECTS): Brand Management 5 2 LVP/PI In Legal Issues in Marketing (6 ECTS): Legal Issues in Marketing 6 2 LVP/PI In Foreign Language (8 ECTS): Foreign Language I 4 2 LVP/PI Foreign Language II 4 2 LVP/PI * LVP = Lehrveranstaltungsprüfung, course examination ** PI = prüfungsimmanent, class with continuous assessment of student performance (2) In Foreign Language, two foreign languages such as, for example, English, French, Italian, Spanish, Portuguese or German must be completed. The student s mother tongue 3
cannot be selected as a foreign language. Students whose mother tongue is not English must select English as a Foreign Language I. (3) In the course of the Master Program in Marketing Management at Università Commerciale Luigi Bocconi an internship of at least ten weeks, which must be related to the subjects of the Master Program, must be completed. The successful completion of the internship is worth 8 ECTS credits. 6 Courses and Examinations Taken at WU Vienna University of Economics and Business (1) The following courses and examinations must be completed at WU Vienna University of Economics and Business: Course title ECTS Credit hours In Marketing Research and Planning Techniques (12.5 ECTS): Type of examination Advanced Marketing Research Methods 5 2 PI* Marketing Study Project 7.5 3 PI In Marketing and Society Interface (5 ECTS): Marketing and Society Interface 5 2 PI In Foreign Language, and Personal Skills (10 ECTS): Presenting or Negotiating in a Foreign Language 5 2 PI Personal Skills 5 2 PI ** PI = prüfungsimmanent, class with continuous assessment of student performance (2) Students can choose among the following languages in the subject Presenting or Negotiating in a Foreign Language : English, French, Italian, Spanish, Russian. (3) In the course of the Double Master Degree Program in Marketing - Incoming Students, three electives, each worth 5 ECTS credits and 2 weekly credit hours, consisting of a course with continuous assessment of student performance (PI), must be completed. The following are elective subjects: 1. Retail and Sales Management 2. Service Marketing and Customer Relationship Management 3. Advanced Topics in Marketing Management 4. International Marketing Management 5. Advanced Topics in Marketing Communication and Consumer Behavior 7 Master Thesis (1) Every student is obliged to submit a master thesis worth 20 ECTS credits. (2) In their master theses, the students have to demonstrate their ability to independently handle a topic with the help of academic research methods. (3) The topic of the master thesis is to be chosen from one of the subjects of the Double Master Degree Program in Marketing - Incoming Students. The students are entitled to propose a topic themselves or to select one from a number of suggestions made by the available supervisors. Apart from that, 33 of the By-Laws of WU Vienna University of Economics and Business applies. 4
8 Completion of the Master Program After a student has successfully completed all required examinations and the master thesis as well as the internship, a certificate will be issued by WU Vienna University of Economics and Business evidencing the successful completion of the Double Master Degree Program in Marketing - Incoming Students, with an additional reference that two semesters of the program were completed at Università Commerciale Luigi Bocconi. 9 Academic Degree Graduates of the Double Master Degree Program in Marketing - Incoming Students will be awarded the academic degree Master of Sciences (WU), abbreviated as MSc (WU). 10 Effective Date This curriculum shall enter into force on October 1, 2014. 5