Technische Universität Ilmenau

Business-to-Business-Marketing - Modultafeln of TU Ilmenau

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module properties module number 200789 - common information
module number200789
departmentDepartment of Economic Sciences and Media
ID of group2523 (Marketing)
module leaderProf. Dr. Anja Geigenmüller
languageEnglisch
term Sommersemester
previous knowledge and experience

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

learning outcomeStudents 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.
content- Fundamentals of B2B marketing
- Creating Customer Value and Valuable Customer Relationships
- Marketing Channels and Supply Chain Management- Managing B2B Marketing Channels
- Communications Strategy in B2B markets
media of instruction and technical requirements for education and examination in case of online participation

Powerpoint-Präsentation, Moodle, Fallstudien

literature / referencesu.a.Michael D. Hutt and Thomas W. Speh (2016), Business Marketing Management (12th ed.), Publisher: Cengage Learning. ISBN: 978-1-337-29654-0.
evaluation of teaching
Details reference subject
module nameBusiness-to-Business-Marketing
examination number2500544
credit points5
SWS3 (2 V, 1 Ü, 0 P)
on-campus program (h)33.75
self-study (h)116.25
obligationobligatory module
examwritten examination performance, 60 minutes
details of the certificate

Students have the opportunity to earn bonus points by actively participating in case studies and group work.Bonus points are extra credit up to 10 % of the number of points obtainable in the written exam.

alternative examination performance due to COVID-19 regulations incl. technical requirements
signup details for alternative examinations
maximum number of participants
Details in degree program Master Medienwirtschaft 2021, Master Wirtschaftsingenieurwesen 2021, Master International Business Economics 2021, Master Wirtschaftsinformatik 2021
module nameBusiness-to-Business-Marketing
examination number2500544
credit points5
on-campus program (h)34
self-study (h)116
obligationelective module
examwritten examination performance, 60 minutes
details of the certificate

Students have the opportunity to earn bonus points by actively participating in case studies and group work.Bonus points are extra credit up to 10 % of the number of points obtainable in the written exam.

alternative examination performance due to COVID-19 regulations incl. technical requirements
signup details for alternative examinations
maximum number of participants