Business-to-Business Marketing

Semester Fall
Type Compulsory Lecture
Hours/week 1
ECTS Credits 2
Assesment Written Exam (100%)
Language English
Contact Giuliana Francesca Manganaro, M.A.
Lecturer Prof. Dr. Florian Kraus
Timetable 08. Sept. 2023, 10:15–13:30

15. Sept. 2023, 10:15–13:30

29. Sept. 2023, 10:15–13:30
Kick Off Date 08. Sept. 2023, 10:15–13:30

Please join the corresponding Ilias group for further information.
Room EO 145 (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
Course Material The script can be purchased at Professor Kraus's chair (L5, 2, 1st floor, room 104) by prior arrangement with Ewelina Bartella.

Click here to see the syllabus.