Business-to-Business-Marketing - Interactive curriculae of TU Ilmenau
The interactive curriculae provide information on the degree programmes offered by the TU Ilmenau.
Please refer to the respective study and examination rules and regulations for the legally binding curricula (Annex Curriculum).
You can find all details on planned lectures and classes in the course catalogue.
Please note that this page is no longer updated. All modules and study plans from PO version 2021 onwards (Bachelor and Master study programs) are now available on the Campus Portal.
| module properties Business-to-Business-Marketing in degree program Master Wirtschaftsingenieurwesen 2024 | |
|---|---|
| module number | 200789 |
| examination number | 2500544 |
| department | Department of Economic Sciences and Media |
| ID of group | 2523 (Marketing) |
| module leader | Prof. Dr. Anja Geigenmüller |
| term | summer term only |
| language | Englisch |
| credit points | 5 |
| on-campus program (h) | 34 |
| self-study (h) | 116 |
| obligation | elective module |
| exam | written examination performance, 90 minutes |
| details of the certificate | There is the possibility to receive up to six bonus points through active participation at the exercise. |
| link to Moodle course | https://moodle.tu-ilmenau.de/course/view.php?id=2667 |
| teacher | Prof. Dr. Geigenmüller, Anja |
| signup details for alternative examinations | |
| maximum number of participants | |
| previous knowledge and experience | Marketingmanagement & (Online-Marketing/Technologiemarketing) or comparable courses, English level B2 or higher |
| learning outcome | 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. |
| content | 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 |
| media of instruction and technical requirements for education and examination in case of online participation | Moodle, PowerPoint presentation, lecture notes, additional digital resources |
| literature / references | u. 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 | |