Procedure for the course when limited activity on campus

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


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.


Individual participation (30%)

Group Presentations (30%)

Final Paper/Case study (40%)

1 Author: Hall Simon

Innovative B2B Marketing

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

Driving Demand

Publisher: Palgrave Macmillan
Year: 2017
Recommendation: Reference literature
Type: Book
Prerequisites for participation and waiting lists


Recommended previous knowledge and skills


Availability of lecturer(s)



Unit details
Unit Date Contents

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.


Last edited: 2020-10-01