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 and communication 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 sessions (days) are mandatory. If you do not attend the first session/day, 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   (20%)

Group Presentations      (40%)

Final Paper/Case study (40%)


Prerequisites for participation and waiting lists

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Recommended previous knowledge and skills


Availability of lecturer(s)
Unit details
Unit Date Contents
1 06.10.2023

Basics of B2B marketing, marketing strategy, case study introduction

2 07.10.2023

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

3 17.11.2023

Marketing communication, best practice cases

4 18.11.2023

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

Last edited: 2023-11-14