0028 Global B-2-B Marketing
Mag. Martin Kernthaler
  • LV-Typ
  • Semesterstunden
  • Unterrichtssprache
17.09.2020 bis 24.09.2020
Anmeldung über LPIS
Hinweise zur LV
Planpunkt(e) Bachelor
Wochentag Datum Uhrzeit Raum
Freitag 16.10.2020 15:30 - 20:30 Online-Einheit
Samstag 17.10.2020 09:00 - 15:15 Online-Einheit
Freitag 20.11.2020 15:30 - 20:30 Online-Einheit
Samstag 21.11.2020 09:00 - 15:15 Online-Einheit

Ablauf der LV bei eingeschränktem Campusbetrieb

Due to the present circumstances, this course will be held as an online course.

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. 


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%)


1 Autor/in: Hall Simon

Innovative B2B Marketing

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

Driving Demand

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

Teilnahmevoraussetzung(en) und Vergabe von Wartelistenplätzen


Empfohlene inhaltliche Vorkenntnisse


Erreichbarkeit des/der Vortragenden



Detailinformationen zu einzelnen Lehrveranstaltungseinheiten

Einheit Datum Inhalte

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.


Zuletzt bearbeitet: 01.10.2020