International Management

Principles of B2B Marketing

Integrated course, 2.00 ECTS

 

Course content

This course deals with the special challenges marketers in the area of industrial and B2B marketing are confronted with. Next to the acquisition of general knowledge, the unique aspects of industrial acquisition processes will be highlighted. Additionally, demand analyses, segmentation techniques as well as the key account concept and selling methods such as SPIN Selling will be addressed.

Learning outcomes

This module provides students with an in-depth understanding of international marketing. Students will be familiarized with marketing methods as well as individual marketing areas. This module focuses on a combination of theoretical marketing lectures, practical examples, case studies as well as interactive study methods.

Recommended or required reading and other learning resources / tools

Bücher: Kottler/Keller, Marketing Management, 13. Auflage (2009) or later;
Brennan/Canning/McDowell, Business-to-Business Marketing, 2nd edition (2010), or later
Michael Hutt, Thomas W. Speh, Business Marketing Management, 8th edition (2004), or later;
Bill Donaldson; Sales Management, Third Edition (2007), or later.
Academic Journals: European Journal of Marketing; Industrial Marketing Management

Mode of delivery

Integrated lecture (1 group, 1 THW) and seminar (2 groups, 1 THW each). Total 3 THW

Prerequisites and co-requisites

None

Assessment methods and criteria

Final exam, seminar tasks and contributions to online duscussion forum.