Business-to-Business Marketing

Semester Fall
Type Compulsory Lecture
Hours/week 1
ECTS Credits 2
Assesment Written Exam (100%)
Language English
Contact Mengmeng Niu, M.Sc.
Course Registration For Master students no registration is needed.

For Incoming Bachelor students extra email registration to Ms. Niu is required.
Lecturer Prof. Dr. Florian Kraus
Timetable tba
Kick Off Date tba
Exam Date 09.12.2019
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 tba

Click here to see the syllabus.