Business-to-Business Marketing

Key Info

Basic Information

Studypath:
Master in Business Administration
Semester:
3
Course Type:
Lecture
Language:
English
Cycle:
Winter term
Scheduling:
Entire semester
Course Units:
4.0
Credits:
5.0
Course Limit:
25
Erasmus Capacity:
0
Compulsory Attendance:
Yes

Lecturer

The following details taken from the examination regulations MSBWL/13, SMPO 6. Änderungsordnung (zum WS 2018/19) (08.02.2019) are for information purposes only and not legally binding. For legally binding information, please refer to the corresponding official examination regulations of the program Master in Business Administration.

Syllabus

Buying behavior and thus marketing in business-to-business (B2B) settings are in many ways different from business-to-consumer (B2C) settings. This module provides advanced marketing students with insights about marketing of industrial goods and services for business customers. In addition to fundamental aspects of B2B marketing (e.g., organizational buying behavior), more recent developments such as B2B communication via social media will be covered. Participants will learn the specific aspects of applying marketing theories and designing marketing strategies in B2B settings. Contents of this module include: (1) fundamental characteristics of industrial marketing management, (2) organizational buying processes, (3) marketing research for industrial markets, and (4) the general and business type specific development of marketing activities and programs for industrial markets.

Objectives

The module will provide participants with advanced knowledge about decision models, planning methods, and specific instruments of industrial marketing management. After the course, participants will (a) know the specificities of marketing in a business-to-business context, (b) be able to analyze organizational buying processes and to derive implications for marketing and sales approaches, (c) have the theoretical knowledge and practical insights on how to design and implement B2B marketing strategies for different business types, (d) be able to independently design, carry out, and analyze research projects on B2B marketing topics.

Prerequisites

Basic knowledge in marketing

Examination

The final grade can be composed as follows:
• Option A: Colloquium & presentation (50%, graded) and examination (50%, graded, 60min.)
• Option B: Colloquium & presentation (50%, graded) and paper (50%, graded)
• Option C: Paper (50%, graded) and examination (50%, graded, 60min.)
• Option D: Examination (100%, graded, 60min.)
All components specified for the respective option need to be passed to pass the module. The exact form of examination (A, B, C or D) will be announced at the start of the course.

Further Information

No information available in English at the moment.

Literature

No information available in English at the moment.