Principles of B2B Marketing
Integrated course, 2.00 ECTS
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.
The aim of the course is to understand the importance, nature and role of marketing within business processes, to become familiar with the 4P (marketing mix) and to gain an understanding of the basic principles of marketing and the use of basic marketing tools in a b2b marketing context. The focus is on understanding and meeting customer needs, customer satisfaction, market segmentation, the basics of product, price, distribution and communication policies and the difference between consumer goods and business-to-business marketing.
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
Assessment methods and criteria
Final exam, seminar tasks and contributions to online discussion forum.