Business-to-Business Marketing

General

Code

MKT 612

Semester

Fall

Type

Compulsory Lecture

Hours/week

1

ECTS Credits

2

Assesment

Written Exam (100%)

Language

English

Contact

Opens internal link in current windowGökhan Gecer, M.Sc.

 

Lecture

Lecturer

Prof. Dr. Florian Kraus

Timetable

Fr, Nov 3rd 2017, 10:15am-13:30pm (Room O151 Hans Luik Hörsaal)

Fr, Nov 10th 2017, 10:15am-13:30pm (Room O151 Hans Luik Hörsaal)

Fr, Nov 17th 2017, 10:15am-13:30pm (Room O151 Hans Luik Hörsaal)

Registration

For Master students no registration is needed. 

For Incoming Bachelor students extra email registration to Opens internal link in current windowOpens internal link in current windowMr.Gecer is required. 

Kick Off Date

Fr, Nov 3rd 2017

Exam Date

09.12.2017

Exam registration latest until: tba

 

Additional Information

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

Initiates file downloadcourse syllabus

Course Material

Course material will be available on 23rd of October 2017 at the secretariat during Opens internal link in current windowoffice hours.

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