The overall objectives of this course are to create an understanding of the basic principles of business-to-business markets as well as the methods for analyzing such markets, and the marketing strategies that can be applied. On the basis of theoretical and methodological inputs and the presentation of practical examples, students should achieve the ability to analyze the specifi c challenges of business-to-business markets and to develop marketing concepts for such markets.
Content
Value chain structures on business-to-business markets
Customer value and competitive advantages in business-to-business markets
Procurement management and organizational buying behavior
Analyzing customers and competitors in business-tobusiness markets
Segmenting business-to-business markets
Business types
Marketing management for business-to-business markets
Customer relationship management
Multi-stage marketing
Forms of Teaching and Learning
Classroom Presence in Hours
Forms of Active Participation
Workload in Hours
Lecture
Exercise
2 per semester week
1 per semester week
Discussion, short presentations, comments on theses
