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| Detailed information |
| Pre-requisites |
973GMCCMARK22 KS Marketing Management (6 ECTS) ODER
KS Introduction to Marketing Management (6 ECTS)
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| Original study plan |
Master's programme Management 2024W |
| Objectives |
- Introduce students to the value-based marketing approach in B2B markets
- 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 the 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 and to defend the developed solution. [cognitive/transferable]
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| Subject |
Students are supposed to acquire the ability to deal with the specific conditions of marketing decisions in business-to-business (B2B) markets by means of the value-based marketing approach. Based on a critical reflection of state of the art literature, that is supported by the instructor’s input and class discussions, and by developing, presenting and discussing a case study solution, students acquire the necessary analytical capabilities to successfully solve practical B2B marketing problems.
Overall Content:
- Introduction to B2B marketing: Scope, relevance, and characteristics
- Organizational buying: Formation of the buying center, individual behavior of the buying center members, structure of the buying center, group decisions
- The value concept as cornerstone of B2B marketing: Value definition, value concept, fundamental principles of value, relationship between value and price, value maximization, process of value based B2B marketing
- Managing customer benefit: Identification of customer benefit, benefit-based customer segmentation, customer assessment and prioritization
- Price management: 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 (4) 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 testing 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 (4), in each of the four assessment categories a passing grade (4) has to be reached. The overall seminar grade is calculated as weighted average of the grades of the four assessment categories (rounded to whole numbers).
Synchronization of learning outcomes and assessments:
- LO1: Exam/re-exam + participation in class discussions
- LO2: Exam/re-exam + participation in class discussions
- LO3: Exam/re-exam + participation in class discussions
- LO4: Quality of case study solution
- LO5: Quality of case study solution
- LO6: Quality of case study solution + case study presentation and discussion
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| Methods |
The teaching and learning strategy is designed to develop a sound understanding of the value-based marketing approach in B2B markets in both conceptual and practical terms.
The seminar adopts the flipped classroom logic. For each of the first five sessions 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.
- 8 hrs classroom time/exam
- 17 hrs case study development/presentation/discussion (group work)
- 25 hrs independent study
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| Language |
English |
| Study material |
- Base literature: Kotler, Philip/Keller, Kevin Lane/Chernev, Alexander (2022): Marketing Management. 16th Global Ed. Pearson: Harlow
- Supportive literature: Werani, Thomas (2012): Business-to-Business-Marketing: Ein wertbasierter Ansatz. Kohlhammer: Stuttgart
- Readings package (journal articles, book chapters)
- Presentation slides
- Case study text
(The relevant materials can be retrieved from KUSSS)
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| Changing subject? |
No |
| Further information |
For quality assurance and improvement purposes, please participate in all JKU course evaluations and surveys!
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| Earlier variants |
They also cover the requirements of the curriculum (from - to)
973MGDWB2BS19: SE Advanced Topics in B2B-Marketing (2019W-2024S)
973SMCPTBMS10: SE Master Seminar Advanced Topics in B2B-Marketing (2010W-2019S)
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