|Assesment||Written Exam (100%)|
|Contact||Mengmeng Niu, M.Sc.|
For Master students no registration is needed.
For Incoming Bachelor students extra email registration to Ms. Niu is required.
|Lecturer||Prof. Dr. Florian Kraus|
|Kick Off 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.|
1. Characterization of Business-to-Business Marketing
2. Buying Behavior of Organizations
3. Configuration of Marketing Mix for Business-to-Business Markets
Click here to see the syllabus.