• Guide students to successfully solve practical marketing problems in business-to-business (B2B) markets based on the analytical capabilities acquired during their studies.
• Enable students to integrate marketing theories and concepts with practical application to B2B problems.

Learning outcomes:

On successful completion of this seminar, the students will be able to:

• LO1: Outline and identify the state of research in a respective topic with sound literature review. [subject knowledge]
• LO2: Analyse and discuss the challenges of B2B markets. [subject knowledge]
• LO3: Based on state-of-the-art knowledge perform insightful analysis, apply appropriate conceptual and analytical capabilities and develop appropriate problem-solving approaches. [cognitive/analytical]
• LO4: Demonstrate the ability to combine self-study and effective group work to successfully develop solutions for practical marketing problems in B2B markets. [intellectual/cognitive]
• LO5: Actively take part in (online) interactive meetings to demonstrate research skills and methodological competencies. [intellectual/cognitive]
• LO6: Develop the ability to cope with time pressure and criticism constructively. [transferable skills]
• LO7: Apply interdisciplinary thinking and acting. [transferable skills]
• LO8: Provide companies with a practical solution to their prevailing marketing problems that is derived from a conceptual foundation. Propose a solution that is workable and withstands reality. [transferable/practical skills]
• LO9: Prove the ability to interact with corporate representatives on a professional level and to present and communicate the results on a proficient level. [professional/practical skills]

1. Seminar paper (group effort) The written paper is worth a maximum of 60 points, with 30 points necessary for a passing grade.

Assessment of the conceptual part of the seminar paper: To what degree is there a sound literature review that reflects the state of the research in the respective topic? Assessment of the problem solution part of the seminar paper: To what degree is there a feasible solution for the partner companies building on the paper’s conceptual part?

2. Final presentation (group effort) The final presentation is worth a maximum of 20 points, with 10 points necessary for a passing grade.

3. Documentation of the seminar (group effort) The documentation of the seminar is worth a maximum of 10 points, with 5 points necessary for a passing grade.

During the semester each group has to document the seminar from its point of view on the basis of short video sequences. Each group defines what is considered to be relevant or interesting. At the end of the semester, each group has to develop a story board and produce a video. Based on the produced videos, the partner companies and the Institute for Retailing, Sales and Marketing will decide how they can use the material for communication purposes.

Students will work in groups for the duration of the seminar and group effort, therefore, will be the main assessment pillar. However, individual contribution to the group effort will be assessed at the end of the seminar through a peer review. The lecturers will match the evaluation of a student group (peer review) with their evaluation of the group´s performance which might lead to an individual assessment of the seminar paper, the final presentation, and the documentation of the seminar.

4. Individual presentation performance During the seminar there are a number of presentations. All group members are expected to play an active role in all presentations. The individual presentation performance during the seminar is worth a maximum of 10 points, with 5 points necessary for a passing grade.

Kotler, Philip, Keller, Kevin Lane, Chernev, Alexander (2022): Marketing Management. Global/16th Edition. Person: Harlow (England).

Other materials can be retrieved from Moodle and/or will be announced in class.