B2B-Marketing
Component code / course code: IM-19.1
Semester: winter / summer
ECTS credits: 3
Lecture hours per week (SWS): 2
Lecturer: Prof. Dr. Rath
Prerequisites:
The basics of the course "General Business Administration" (Module 06) and "Marketing" (Module 15) are required.
Qualification objectives:
At the beginning, B2B marketing is placed in the overall economic context and its importance is worked out especially against the background of the economic structures in the south and southwest of Germany.
Following on from the B2C-driven basics of marketing (Module 15), students learn the special features of marketing and sales in the B2B environment depending on the different types of business in industrial goods (product, plant, system, supplier business).
They deal with the specifics of marketing mix decisions and customer relationship management in B2B marketing. Against the background of Industry 4.0, current topics on digitalisation and automation in B2B marketing and sales of industrial goods will be addressed.
Course contents:
- B2B marketing - classification in the overall economic context
- The industrial client and market research in the B2B context
- Business types in B2B marketing
- Marketing mix decisions in B2B marketing
- Customer Relationship Management in B2B Marketing
- Digitalisation and automation in B2B marketing
Teaching format (e.g. online/in person lecture/Seminar/Lab etc.): Lecture, exercises, discussions and group presentations, if applicable practical application of
B2B marketing topics in business game
Examination type: project work
