This course is part of the "International Business" module, which is compulsory for International Management & Engineering (M.Sc.) and Global Technology and Innovation Management & Entrepreneurship (GTIME Joint Master-Programme) students. It is also part of the "Marketing and Communication" module, compulsory elective for Mechanical Engineering & Management (M.Sc.) students. The course is held during the winter semester (WiSe).
Language: English
Contact person: Francisco Carrillo
Credits:
Structure: Weekly lectures
Examination: Written final exam
Business-to-business (B2B) markets play an important role in most economies. At the same time, B2B markets differ strongly from consumer goods markets. For example, companies’ buying decisions follow different rules than those of consuming individuals. Consequently, marketing mix decisions in B2B markets need to follow the specific circumstances in such markets. The aim of this lecture is to enable students to understand the specifics of marketing in B2B markets.
B2B marketing students learn which strategic marketing decisions may be most appropriate in industrial markets. Following that, the lecture will focus more on different options to design marketing mix elements – Pricing, Communication and Distribution – in B2B markets. We extend the student’s basic knowhow in marketing and focus on the specific requirements in B2B markets.
The following key topics will be explored throughout the course:
By the end of this course students will develop a thorough understanding of:
Skills:
Social Competence:
Company: Smatrics GmbH & Co KG
Topic: Electromobility
Company: elbgraphen Werbeagentur GmbH
Topic: Communication Channels
Company: tesa SE
Topic: Value-Chain Marketing
Company: eno energy GmbH
Topic: Business case for a B2C product (e-bike) in a B2B company
Company: Accenture Dienstleistungen GmbH
Topic: Cases on the topic of Pioneer vs. Follower
Company: Panasonic Industrial Device Europe GmbH
Topic: CRM-Management in B2B
Company: tesa SE
Topic: Value-Chain Marketing
Company: KPMG
Topic: B2B Sales and Distribution
Company: KPMG
Topic: B2B Sales and Distribution