| Detailed information |
| Pre-requisites |
(*)KS Marketing Management ODER
KS Master Course Dimensions of Marketing Theory and Managerial Application
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| 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.
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| 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.
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| 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.
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| Methods |
Readings, lectures, class discussions, development and presentation of a case study solution
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| 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)
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| 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.
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| Earlier variants |
They also cover the requirements of the curriculum (from - to)
973SMCPTBMS10: SE Master Seminar Advanced Topics in B2B-Marketing (2010W-2019S)
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