This course serves as the kick-off event for the 2025 MSc Marketing program cohort. You will have multiple opportunities to familiarize yourself with the program contents, explore WU's various study facilities, and meet your classmates as well as professors and faculty members.

The course will include research presentations from second-year students as well as a marketing business case with company partners. Through case analysis, group discussions, and team-building activities, you will have the chance to engage with your classmates and get to know each other. You will also have the opportunity to start building your professional network by interacting with company partners. 

By the end of this course, students will:

• Be familiar with the contents and structure of the MSc Program in Marketing, as well as important organizational issues
• Have developed their ability to analyze a business case, discuss the case material and assignment questions in teams, and communicate their findings effectively in class
• Have strengthened their ability to quickly structure ideas and presentations and to process information efficiently to form coherent arguments
• Have strengthened their ability to identify topical issues in marketing and gain insights into state-of-the-art methods in marketing
• Have developed their skills in working effectively in teams

Full attendance is mandatory. Essential information on your upcoming two-year studies in the MSc Marketing program will be provided during this course.

The course uses a mix of orientation lectures, teamwork in break-out sessions, and student presentations. Team building elements, group discussions, and networking activities are an integral part of the course.

Students will be assessed based on the following grading components:

• Participation in discussions and class activities: 40%
• In-class assignment (company case study): 30%
• Individual assignment (research review): 30%

Grading: 90% = 1 (excellent); 80% = 2 (good); 70% = 3 (satisfactory); 60% = 4 (sufficient); 59% or below: 5 (fail). 

This course is exclusively designed for the 2025 intake of the MSc Marketing program. Thus, admission and enrollment in the program is a mandatory requirement for course participation.

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Although there are no specific formal requirements of previous marketing knowledge to be admitted to the MSc Program in Marketing, this course expects students to have at least a general understanding of basic marketing concepts. Students who have not specialized in marketing during their prior studies are recommended to consult an introductory text to acquire a basic understanding of the marketer’s perspective on the business world.

Contact us by e-mail:

msc.marketing@wu.ac.at 

yana.swoboda@wu.ac.at