0900 Customer-Centric Management
Dr. Johanna Palcu, Univ.Prof. Dr. Martin Schreier
  • LV-Typ
  • Semesterstunden
  • Unterrichtssprache
16.09.2019 bis 29.09.2019
Anmeldung über LPIS
Hinweise zur LV
Die Lehrveranstaltung wird nur im WS angeboten.
Planpunkt(e) Master
Wochentag Datum Uhrzeit Raum
Dienstag 01.10.2019 10:00 - 13:00 D5.0.002
Mittwoch 02.10.2019 09:00 - 12:00 D5.0.002
Dienstag 08.10.2019 10:00 - 13:00 D5.1.001
Dienstag 15.10.2019 10:00 - 13:00 TC.0.03 WIENER STÄDTISCHE
Dienstag 22.10.2019 10:00 - 13:00 TC.1.01 OeNB
Mittwoch 23.10.2019 09:00 - 12:00 D5.0.001
Dienstag 29.10.2019 10:00 - 13:00 TC.1.01 OeNB
Dienstag 05.11.2019 10:00 - 13:00 TC.1.01 OeNB
Mittwoch 06.11.2019 09:00 - 12:00 D5.0.002
Dienstag 12.11.2019 10:00 - 13:00 D5.1.001
Dienstag 19.11.2019 10:00 - 13:00 D5.1.001
Dienstag 26.11.2019 10:00 - 13:00 D5.1.001
Dienstag 03.12.2019 10:00 - 13:00 D5.1.001
Dienstag 10.12.2019 12:30 - 15:30 TC.2.02
Dienstag 17.12.2019 11:00 - 13:00 TC.0.03 WIENER STÄDTISCHE

Inhalte der LV

This course is intended to help developing the basic skills necessary to understand and study consumers in order to take effective marketing decisions. The course kicks-off with a summary of basic components of customer-centric management: Marketing planning (e.g., industry, competitor, customer analysis) and Marketing implementation (e.g., strategy & objectives, 4Ps). This is followed by a discussion of key consumer behavior models and variables and their interplay with customer-centric management. The course then proceeds with experimentation as an effective tool to study consumers and the effectiveness of marketing strategies and campaigns in the lab and in the field.

Lernergebnisse (Learning Outcomes)

After the course, students will be familiar with key marketing tools and concepts as well as central consumer behavior models and variables which shall allow them to design, implement, and evaluate better customer-centric management strategies. Further, they will have learned how to conduct experiments, both from a managerial outcome perspective as well as from an academic process view. This will sharpen their skills to analyze and solve practical problems in a causal way. Finally, students will get exposed to important contemporary marketing trends and topics which will allow them to be up-to-date with leading-edge marketing.

Regelung zur Anwesenheit

Course attendance is monitored troughout the semester (attendence in 80% of the classroom sessions is mandatory).



The course offers a blend of classic lecturing with in-class discussions and student presentations of project work. The course is highly interactive and students are expected to contribute significantly throughout the semester.

Leistung(en) für eine Beurteilung

Grading is based on (1) individual class participation (10%), (2) several group projects (45%), and (3) a final, written exam (45%). The projects will be centered around practical applications of experimentation, e.g., students will develop an interesting, causal hypothesis, translate it into an operational research design, and test it empirically. Project work will be guided by coaching. The exam covers theory-based as well as problem-centered questions. Exam-relevant materials consists of a collection of academic journal articles and book chapters, teaching slides, and student notes from class discussions.


1 Autor/in: Multiple Authors
Titel: Selected collection of academic journal articles (details provided during first class)

Prüfungsstoff: Ja
Empfehlung: Unbedingt notwendige Studienliteratur für alle Studierenden
2 Autor/in: Lehmann and Winer
Titel: Product Management

Verlag: McGraw-Hill
Jahr: 2005
Prüfungsstoff: Nein
Diplomprüfungsstoff: Nein
Empfehlung: Stark empfohlen (aber nicht absolute Kaufnotwendigkeit)
Art: Buch
3 Autor/in: Henry Assael
Titel: Consumer Behavior - A Strategic Approach

Verlag: Houghton Mifflin Company
Jahr: 2004
Prüfungsstoff: Nein
Diplomprüfungsstoff: Nein
Empfehlung: Stark empfohlen (aber nicht absolute Kaufnotwendigkeit)
Art: Buch
Zuletzt bearbeitet: 04.10.2019