DE / EN

Business-to-Business Marketing

Semester Fall
Type Compulsory Lecture
Hours/week 1
ECTS Credits 2
Assesment Written Exam (100%)
Language English
Contact Vladislav Kucher, M.Sc.
Lecturer Prof. Dr. Florian Kraus
Timetable 5. Sept. 2025, 10:15 am – 1:30 pm

12. Sept. 2025, 10:15 am – 1:30 pm

19. Sept. 2025, 10:15 am – 1:30 pm

26. Sept. 2025, 10:15 am – 1:30 pm
Kick Off Date 5. Sept. 2025, 10:15 am – 1:30 pm

Please join the corresponding Ilias group for further information.
Room O 148 (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