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
Language of instruction
- 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
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.
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.
Individual participation (30%)
Group Presentations (30%)
Final Paper/Case study (40%)
Basics of B2B marketing, marketing strategy, cases study introduction
Branding, neuromarketing, emotions in B2B marketing, best practice cases
Market research, marketing communication, best practice cases
Digital B2B marketing, social media for B2B target groups, case study presentation & evaluation.