Business-to-Business-Marketing - Interaktive Studienpläne der TU Ilmenau

Marketingmanagement & (Online-Marketing/Technologiemarketing) oder vergleichbare Kenntnisse, Fachsprache Englisch mind. B2

Students have a managerial perspective on the marketing function in firms that target business and government customers in both domestic and global contexts. They are familiar with specific aspects of customers and sales, purchasing and logistics, product development and innovation, as well as promotion strategies for B2B companies. They understand and apply models of analysis and other theoretical tools designed for the challenges that companies in B2B markets face, in particular for creating customer value, managing long-term relationships and translating it into appropriate marketing channel strategies. Students have expanded their social and communication skills by working in teams on case studies and group presentations.

1 The Nature of Business Markets

2 Understanding Customer Value

3 Understanding Organizational Buying Behavior

4 Managing Organizational Relationships

5 Creating Brand Value in B2B Markets

6 Communication in B2B Markets

Moodle, PowerPoint presentation, lecture notes, additional digital resources

• Glynn, M. S.; Woodside, A. G. (2012). Business-to-Business Marketing Management: Strategies, Cases, and Solutions: Volume 18, Emerald Publishing Limited, https://doi.org/10.1108/S1069-0964(2012)18.
• Lilien, G.; (ed.) (2012). Handbook of business-to-business marketing. Cheltenham, https://doi.org/10.4337/9781781002445.

It is possible to obtain up to ten bonus points by actively participating in class and presenting solutions to tasks and case studies.

Prof. Dr. Geigenmüller, Anja

It is possible to obtain up to ten bonus points by actively participating in class and presenting solutions to tasks and case studies.