MKT 612: Business-to-Business-Marketing

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
Students understand the characteristics of organizational buying behaviour and the peculiarities of the Marketing Mix in the B2B context. Also, students are aware of different types of business and their implications for marketing. At the end of the course, students are able to apply and adapt marketing strategy, concepts and instruments to business-to-business environments.

Necessary prerequisites
Not taken MKT 610

Recommended prerequisites
Module MKT 510

Forms of teaching and learningContact hoursIndependent study time
Lecture1 SWS5 SWS
ECTS credits2
Graded yes
Form of assessmentWritten exam (45 min)
Restricted admissionno
Further information
Performing lecturer
Prof. Dr. Florian Kraus
Prof. Dr. Florian Kraus
Frequency of offeringFall semester
Duration of module 1 semester
Range of applicationM.Sc. MMM, M.Sc. Bus. Edu., M.Sc. Econ., M.Sc. Bus. Inf.
Preliminary course work
Program-specific Competency GoalsCG 1, CG 2
Course outline1. Basics of Business-to-Business Marketing
2. Organizational Procurement (Customer‘s perspective)
2.1. Actors
2.2. Buying characteristics
2.3. Explanation approaches
3. Organizational Marketing (Supplier‘s perspective) 3.1. Product decisions: Specific characteristics
3.2. Price decisions: Specific characteristics
3.3. Communication decisions: Specific characteristics
3.4. Sales decisions: Specific characteristics
4. Product business
4.1. Basics
4.2. Implications for marketing