Inhalt

[ 973MGDWB2BS19 ] SE Advanced Topics in B2B-Marketing

Versionsauswahl
(*) Unfortunately this information is not available in english.
Workload Education level Study areas Responsible person Hours per week Coordinating university
2 ECTS M2 - Master's programme 2. year Business Administration Thomas Werani 1 hpw Johannes Kepler University Linz
Detailed information
Pre-requisites (*)KS Marketing Management ODER KS Master Course Dimensions of Marketing Theory and Managerial Application
Original study plan Master's programme Management 2019W
Objectives Students are supposed to acquire the ability to deal with the specific conditions of marketing decisions in business-to-business (B2B) markets. Based on a critical reflection of the state of the art literature, that is supported by lectures, and by developing and presenting a case study solution, students possess the necessary analytical capabilities to successfully solve practical marketing problems of B2B companies.
Subject The course consists of two major parts. In part I, lectures that are accompanied by class discussions provide the basis for understanding the value-based approach to B2B marketing. The following topics are covered:

  • 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

In Part II, students are expected to develop and present a case study solution.

Criteria for evaluation
  • Final exam in class (40%) – 50 percent of total points necessary to reach a passing exam grade
  • Quality of the case study solution (40%)
  • Case study presentation (20%)

For an overall passing grade, in each of the three assessment categories a passing grade has to be reached.

Methods Readings, lectures, class discussions, development and presentation of a case study solution
Language English
Study material Anderson, J. C./Narus, J. A./Narayandas, D. (2009): Business Market Management – Understanding, Creating, and Delivering Value, 3rd ed., Upper Saddle River, ch. 1, 2, 3, 5, 6 (available in the management library)
Changing subject? No
Further information Attendance and active participation are required for all students in order to ensure a thorough understanding of the value-based approach to B2B marketing. Students are expected to stay for the duration of the whole class, and to attend all classes. If for any special reason a student is not able to meet these requirements, s/he has to talk to the lecturer in advance.
On-site course
Maximum number of participants 25
Assignment procedure Assignment according to priority