MKT 612: Business-to-Business-Marketing
Contents
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 learning | Contact hours | Independent study time |
|---|---|---|
| Lecture | 1 SWS | 5 SWS |
| ECTS credits | 2 |
| Graded | yes |
| Workload | 60h |
| Language | English |
| Form of assessment | Written exam (45 min) |
| Restricted admission | no |
| Further information | – |
Examiner Performing lecturer |  | Prof. Dr. Florian Kraus Prof. Dr. Florian Kraus |
| Frequency of offering | Fall semester |
| Duration of module | 1 semester |
| Range of application | M.Sc. MMM, M.Sc. WiPäd, M.Sc. VWL, M.Sc. Wirt. Inf. |
| Preliminary course work | – |
| Program-specific Competency Goals | CG 1, CG 2 |