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[ 973SMCPMI210 ] Module Marketing & International Marketing 2 - expiring
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Workload Mode of examination Education level Study areas Responsible person Coordinating university
6 ECTS Accumulative module examination M2 - Master's programme 2. year Business Administration Johannes Kepler University Linz
Detailed information
Original study plan Master's programme Management 2019W
Objectives With the help of didactical methods like statements, discussions, team work and presentations, students intensively deal with the specific conditions of marketing decisions in business-to-business (B2B) markets. They are able to critically reflect the relevant state of the art literature und thus are able to acquire special knowledge in specicific problem fields of B2B marketing. Based on projects for cooperation partners or case studies students acquire the abilitys to independently deal with selected and latest problems of B2B marketing. They know and understand the parameters for marketing decisions in business practice and are able to develop solutions that are profound both in methodical and conceptual terms.
Subject The module deals with conceptual and practice-oriented aspects of B2B marketing. Specifically the following subjects are relevant:

B2B marketing: scope, relevance, and characteristics
Organizational buying
Typologies of B2B transactions
The value concept as cornerstone of B2B marketing
Managing customer benefit
Price management
Projcects for cooperation partners
Development and discussion of case study solutions
Further information none
Subordinated subjects, modules and lectures