Master's Examination Business Administration

The prerequisite for admission to the Master's Examination is the positive completion of all prescribed modules and examinations as well as the positive assessment of the master's thesis.

The Master's Examination is a defensio including an examination on the scientific environment of the master's thesis as well as an examination on another specialization. Here, students choose a specialization that does not correspond to that of the master's thesis. The assessment is carried out according to the regulations of the statutes.

The Master's Examination is worth 2 ECTS points (1 ECTS point for the defensio including the scientific environment of the master's thesis, 1 ECTS point for the examination on the further specialization).

Master's Examination International Business Administration

The prerequisite for admission to the Master's Examination is the positive completion of all prescribed modules and examinations, as well as the positive assessment of the Master's thesis.

The Master's Examination is a defensio including an examination on the scientific environment of the Master's thesis, as well as an oral examination on the business administration or cultural studies specialization chosen according to § 5 B or C. The Master's thesis is evaluated according to the regulations of the Master's degree. The assessment is carried out according to the regulations of the statutes.

The Master's Examination is worth 2 ECTS points (1 ECTS point each).

Examination Content

Marketing Major:

Examiner Prof. Fuchs:

Iacobucci, Churchill: Marketing Research

Kotler et al: Marketing Management

 

Examiner Prof. Reisinger:

1. Iacobucci, Churchill: Marketing Research

and

2a. Fill/Turnbull (2016): Marketing Communications, 7th ed.

or

2b. Kotler, Ph. / Keller, K.L. / Chernev, A. (2022): Marketing Management, 16th Global Edition, Pearson.

 

Examiner Prof. Auer-Zotlöterer (Marketing as 2. examination subject):

  • Kotler, Ph./ Armstrong, G./ Harris, L.C./ He, H. (2022):
    Grundlagen des Marketings. 8. Aufl., Pearson.

  • Solomon, M. R. (2019):
    Consumer Behavior. Buying, Having, and Being.
    13th Global Ed., Pearson.

 

For students writing the master thesis with Prof. Auer-Zotlöterer, the following examination material applies:

Articles suitable in terms of content (in terms of methodology) for the master's thesis from the following selection:

  • Auer-Srnka, Katharina J. (2009): Qualitative und kombinierte Methoden in der wissenschaftlichen Marketingforschung: Theoretische Betrachtung und Literaturanalyse. der markt Journal für Marketing 48, S. 7-20.
  • Srnka, Katharina J. (2009): Hypothesen und Vorwissen in der qualitativen Marktforschung. In: Buber, Renate / Holzmüller, Hartmut H. (Hrsg), Verlag Gabler, S. 159-172.
  • Von Elm, Erik / Schreiber, Gerhard / Haupt Claudia C. (2019): Methodische Anleitung für Scoping Reviews, The journal of Evidence and Quality in Health Care 143, S. 1-7.
  • Grant, Maria J. / Booth Andrew (2009): A Typology of Reviews: An Analysis of 14 Review Types and Associated Methodologies. Health Information and Libraries Journal 26, S. 91-108.
  • Srnka, Katharina J. / Koeszegi, Sabine T. (2009): From Words to Numbers: How to Transform Qualitative Data into Meaningful Quantitative Results. Schmalenbach Business Review 59 (Jan), S. 29-57.
  • Srnka, Katharina J. (2007). Integration qualitativer und quantitativer Forschungsmethoden. Der Einsatz kombinierter Forschungsdesigns als Möglichkeit zur Förderung der Theorieentwicklung in der Marketingforschung als betriebswirtschaftliche Disziplin. Marketing Zeitschrift für Forschung und Praxis 29 (4), S. 249-262.
  • Spilski, Anja / Gröppel-Klein, Andrea / Gierl, Heribert (2018): Avoiding Pitfalls in Experimental Research in Marketing. Marketing – Journal of Research and Management 40 (2), S. 58-91.
  • Srnka, Katharina J. / Ebster, Claus / Koeszegi, Sabine T. (2006): Lässt sich Sympathie im persönlichen Verkauf erfolgreich vortäuschen? Eine Analyse nonverbaler und verbaler Kommunikation, Marketing Zeitschrift für Forschung und Praxis 28 (1), S. 39-56.

 

 

 

 

Marketing Minor:

Examiner Prof. Fuchs:

Iacobucci, Churchill: Marketing Research (without Chapter 10 and 17)

Kotler et al: Marketing Management

 

 

Examiner Prof. Reisinger:

Iacobucci, Churchill: Marketing Research (Kapitel 1 - 10A)

Fill/Turnbull (2016): Marketing Communications, 7th ed. (Kapitel 1-4, 11, 12, 13, 16 und 20)

 

 

Examiner Prof. Auer-Zotlöterer:

Solomon, Michael (2022): Konsumentenverhalten. 11. Auflage, Pearson.

 

 



To schedule an exam appointment, please contact the office. (judith.ladenstein@univie.ac.at)