Business-to-Business Marketing
| Semester | Fall |
| Type | Compulsory Lecture |
|
Hours/ | 1 |
| ECTS Credits | 2 |
| Assesment | Written Exam (100%) |
| Language | English |
| Contact | Vladislav Kucher, M.Sc. |
| Lecturer | Prof. Dr. Florian Kraus |
| Timetable |
11. Sept. 2026, 10:15 am – 1:30 pm 18. Sept. 2026, 10:15 am – 1:30 pm 25. Sept. 2026, 10:15 am – 1:30 pm |
| Kick Off Date |
11. Sept. 2026, 10:15 am – 1:30 pm Please join the corresponding Ilias group for further information. |
| Room | O 151 Hans Luik Hörsaal (On Campus Only) |
| Exam Date | tba |
| Short Description | In many industries (e.g. consumer goods, retail, metalworking industry) an essential part of transactions is done between companies and organizational clients (also companies or public sector institutions). This lecture deals with the central characteristics of business-to-business markets and their consequences for marketing. |
| Learning Outcomes | At the end of the course, students should be able to adapt marketing strategy, concepts and instruments to business-to-business environments. |
| Course Outline |
1. Characterization of Business-to-Business Marketing 2. Buying Behavior of Organizations 3. Configuration of Marketing Mix for Business-to-Business Markets |