Content:

In this module, students gain an overview of the fundamentals of business and service marketing. Students engage with:

• Value creation structures and market stages in business and service markets
• Organizational buying behavior
• Customer integration
• Relationship management in business and service marketing
• Action levels in business and service marketing
• Basic procurement decisions of the buyer and buyer-side usage processes
• Buyer types and market segmentation in B2B marketing
• Business types in business and service markets
• Business-type-specific marketing

Additional Qualification Goals:

• Students have an understanding of the market stage structures in the respective markets and are familiar with the specifics of buying behavior of business and service customers, as well as the impact of customer integration and business relationships on such markets
• They possess knowledge regarding the peculiarities, instruments, and strategies of marketing in business-to-business and service markets and are capable of deriving business-type-specific marketing activities