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| 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 2022W |
| Objectives |
This seminar aims to:
- Introduce students to selected advanced topics of B2B marketing.
- Equip students with the ability to deal with the specific conditions of marketing decisions in B2B markets by means of the value-based marketing approach.
- Provide students with the necessary analytical capabilities to successfully solve practical B2B marketing problems.
- Guide students to a critical reflection of state-of-the-art literature.
Learning outcomes:
On successful completion of this seminar, the students will be able to:
- LO1: Demonstrate the specific conditions of marketing decisions in B2B markets. [subject knowledge]
- LO2: Outline the pillars of the value-based marketing approach. [subject knowledge]
- LO3: Critically evaluate state of the art B2B concepts. [intellectual/cognitive]
- LO4: Apply the value-based marketing approach and analyze real world B2B marketing problems. [cognitive/transferable]
- LO5: Develop solutions for real world B2B marketing problems. [cognitive/transferable]
- LO6: Demonstrate the ability to formulate and present insightful analysis. [cognitive/transferable]
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| Subject |
Indicative content in the context of advanced topics in business-to-business (B2B) marketing includes:
- Introduction to B2B marketing: scope, relevance, and characteristics
- Organisational buying, e.g. formation of the buying center, individual behaviour of the buying center members, structure of the buying center, group decisions
- The value concept as cornerstone of B2B marketing, e.g. value concept, fundamental principles of value, value maximisation, process of value based B2B marketing
- Managing customer benefit, e.g. identification of customer benefit, benefit-based customer segmentation, customer assessment and prioritisation
- Price management, e.g. importance of price management, price goals, price analyses, price finding approaches
- Development, presentation, and discussion of a case study solution (group work)
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| Criteria for evaluation |
Exam/re-exam with open-ended questions (40%) – 50% of total points necessary to reach a passing exam grade and to proceed with the seminar’s case study part. The exam refers to (a) the ability to critically reflect the readings and (b) to test the knowledge acquired during classroom time.
Participation in class discussions (10%). Since the seminar adopts the flipped classroom logic the level of activity in class discussions is assessed.
Quality of case study solution (40%). Quality is assessed on the basis of (a) the ability to interlace the solution with the seminar learnings, (b) the ability to integrate data provided in the case into analyses and argumentation, (c) the ability to develop a feasible solution, and (d) the ability to develop a well-argued solution.
Case study presentation and discussion (10%). This assessment category refers to the ability to adequately present and defend the problem solution.
For an overall passing grade, in each of the four assessment categories a passing grade has to be reached.
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| Methods |
The teaching and learning strategy is designed to develop a sound understanding of advanced topics in B2B marketing in both conceptual and practical perspectives.
The seminar adopts the flipped classroom logic. For each of the first five units students are provided with readings that have to be worked through in advance, with classroom time then being used to deepen understanding through a structured discussion with peers and the instructor. In addition to self-directed learning, instructor’s input and class discussions, the teaching and learning methods also include the use of case studies.
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| Language |
English |
| Study material |
- Selected readings (Journal articles, book chapters, etc)
- Presentation slides
- Case study text
Kotler, Philip, Keller, Kevin Lane, Chernev, Alexander (2022): Marketing Management. Global/16th Edition. Person: Harlow (England).
The relevant materials can be retrieved from Moodle or will be announced in class.
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| Changing subject? |
No |
| Further information |
none
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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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