Business-to-Business Marketing

 

Master Wintersemester Ansprechpartner:  Heiko Holz

Language

English

Content Description

Buying behaviour 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 behaviour), 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.

Course 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 analyse 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, and (d) be able to independently design, carry out, and analyse research projects on B2B marketing topics.

Lecture

The course familiarizes students with the marketing of industrial goods and services for business customers. Based on the taught fundamentals of business-to-business marketing, students will implement their knowledge and skills in a simulation game. At the beginning of the semester, the course comprises four all-day sessions. The sessions include a mixture of learning activities – class discussions, lectures, case studies, and exercises.

Lecture

Session 1
12/10/2017

Session 3
19/10/2017

Session 4
16/11/2017

Session 5
23/11/2017

Room B 201,

Kackertstraße 7

Session I

12.15 pm – 06.00 pm

Session II

12.15 pm – 06.00 pm

Session III

12.15 pm – 06.00 pm

Session IV

12.15 pm – 06.00 pm

 

 

 

 

 

 

Simulation Game

Acting as CEO of a company that manufactures motors used in medical devices, students make a variety of marketing management decisions over a period of several quarters. This simulation focuses on the link between strategy formulation and execution, requiring students to face real-world challenges: budgeting for market research, evaluating investment in product/ features, and exploring the relationship between customer satisfaction and firm profitability. Students also explore segmentation, targeting, and positioning, and must learn to respond to customer needs while maintaining a level of consistency in marketing strategy formulation.

Simulation

Game

Session 1
26/10/2017

Session 3
09/11/2017

Session 4
16/11/2017

Session 5
30/11/2017

Session 6
14/12/2017

Session 7
22/02/2018

 

 

Room t.b.a.

 

Introduction to the Simulation Game

10.15 am – 01.45 pm

Feedback Session

(by appointment only)

09.00 am – 12.00 pm

Feedback Session

(by appointment only)

09.00 am – 12.00 pm

Debrief session after first round of simulation

10.15 am – 01.45 pm

Debrief session after second round of simulation

10.15 am – 01.45 pm

Feedback session (by appointment only)

10.15 am – 01.45 pm

 

Attendance

Compulsory attendance during the complete course.