2 hours of lecture + 2 hours of exercises (per week)
Total Workload:
180 hours
Module Duration
One Semester
Exam:
Written exam (90 minutes)
Content:
The module provides the relevant theories of customer and market management in business-to-business (B2B) markets. The content includes value creation and value creation structures in B2B markets, procurement management and organizational buying behavior, business relationship management, multi-level marketing, and marketing of services and solutions.
Additional Qualification Goals:
Students acquire the following competencies:
They understand the key theoretical concepts of business-to-business (B2B) marketing and can apply them.
They are able to critically reflect on their methodological prerequisites as well as the underlying paradigms.
They can present and explain complex issues in case studies using the theoretical concepts they have learned in a structured manner.
They are capable of making scientifically grounded decisions and reflecting on the potential effects on the business and market environment.
They can address a specific research question in the field of B2B marketing in a scientifically sound manner and present it clearly.
They possess the ability to understand and conceptualize the specific requirements of the B2B sector and to develop their own ideas for appropriate research designs.