Syllabus

Title
1517 Global B2B Marketing
Instructors
Mag. Martin Kernthaler
Contact details
  • Type
    PI
  • Weekly hours
    2
  • Language of instruction
    Englisch
Registration
09/13/19 to 09/24/19
Registration via LPIS
Notes to the course
Subject(s) Bachelor Programs
Dates
Day Date Time Room
Friday 10/18/19 03:30 PM - 08:30 PM TC.4.17
Saturday 10/19/19 09:00 AM - 03:15 PM D2.0.038
Friday 11/15/19 03:30 PM - 08:30 PM TC.4.17
Saturday 11/16/19 09:00 AM - 03:15 PM D2.0.038

Contents

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

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

 

Attendance requirements

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. 

Teaching/learning method(s)

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.
 

Assessment

Individual participation (30%)

Group Presentations (30%)

Final Paper/Case study (40%)

Prerequisites for participation and waiting lists

N/A

Readings

1 Author: Hall Simon
Title:

Innovative B2B Marketing


Publisher: Kogan Page
Year: 2017
Recommendation: Reference literature
Type: Book
2 Author: Hidalgo, Carlos
Title:

Driving Demand


Publisher: Palgrave Macmillan
Year: 2017
Recommendation: Reference literature
Type: Book

Recommended previous knowledge and skills

N/A

Availability of lecturer(s)

martin.kernthaler@hotmail.com

imm@wu.ac.at

 

 

Unit details

Unit Date Contents
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.

 

Last edited: 2019-06-28



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