Syllabus

Titel
1517 Global B2B Marketing
LV-Leiter/innen
Mag. Martin Kernthaler
Kontakt
  • LV-Typ
    PI
  • Semesterstunden
    2
  • Unterrichtssprache
    Englisch
Anmeldung
13.09.2019 bis 24.09.2019
Anmeldung über LPIS
Hinweise zur LV
Planpunkt(e) Bachelor
Termine
Wochentag Datum Uhrzeit Raum
Freitag 18.10.2019 15:30 - 20:30 TC.4.17
Samstag 19.10.2019 09:00 - 15:15 D2.0.038
Freitag 15.11.2019 15:30 - 20:30 TC.4.17
Samstag 16.11.2019 09:00 - 15:15 D2.0.038

Inhalte der LV

Marketing beyond Disney, Coke and Apple: B2B markets account for a large part of the global economy. Strong B2B brands play a major role in keeping customers loyal; This course is designed to provide students with a comprehensive understanding of the special aspects of B2B marketing  in a global environment; Selected parts of the marketing mix such as marketing strategy, branding, communication and market research will be presented from a B2B perspective.  The module will provide opportunities for gaining insights into the practice of B2B marketing with the help of cases studies and best practice sharing

Lernergebnisse (Learning Outcomes)

- Identify the specific challenges marketers face in a B2B environment

- Understand the similarities and differences between B2B and B2C marketing.

- Apply learnings/know-how from the B2C world to the B2B world

- Analyse and extract learnings from B2B best practice cases  and case studies

 

Regelung zur Anwesenheit

Please note that the first and last session are mandatory. If you do not attend the first session, you will be de-registered from the course. In order to obtain a grade for the course, students must attend at least 80% of the course. An absence of 4 hours  (1 session)  is  permitted. 

Lehr-/Lerndesign

Classes on all 4 days will consist of lectures, discussions, exercises, best practice sharing and/or case study presentation.  Students are expected to participate actively in discussions and group exercises.
 

Leistung(en) für eine Beurteilung

Individual participation (30%)

Group Presentations (30%)

Final Paper/Case study (40%)

Teilnahmevoraussetzung(en) und Vergabe von Wartelistenplätzen

N/A

Literatur

1 Autor/in: Hall Simon
Titel:

Innovative B2B Marketing


Verlag: Kogan Page
Jahr: 2017
Empfehlung: Referenzliteratur
Art: Buch
2 Autor/in: Hidalgo, Carlos
Titel:

Driving Demand


Verlag: Palgrave Macmillan
Jahr: 2017
Empfehlung: Referenzliteratur
Art: Buch

Empfohlene inhaltliche Vorkenntnisse

N/A

Erreichbarkeit des/der Vortragenden

martin.kernthaler@hotmail.com

imm@wu.ac.at

 

 

Detailinformationen zu einzelnen Lehrveranstaltungseinheiten

Einheit Datum Inhalte
1

Basics of B2B marketing, marketing strategy, cases study introduction

2

Branding, neuromarketing, emotions in B2B marketing,               best practice cases

3

Market research, marketing communication, best practice cases

4

Digital B2B marketing, social media for B2B target groups, case study presentation & evaluation.

 

Zuletzt bearbeitet: 28.06.2019



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