Business-to-Business Marketing

Master Winter Term Teaching Assistant: David Egbert



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.

Qualification 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.

Course Organisation

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. From the viewpoint of an industrial holding company, the students are challenged to come to realistic decisions in daily business situations. The simulation scenario is that of a maturing/aging product market, in a hardening competitive environment, and where tight cost control is vital in maintaining or improving corporate value. Competitors can choose to invest in a number of product units such as Forklift Trucks, Farm Tractors, Bulldozers, or Excavators.

At the beginning of the semester, the course comprises two all-day sessions. The sessions include a mixture of learning activities – class discussions, lectures, case studies, group presentations, and exercises.


Compulsory attendance during the complete course.