This course introduces students to B2B marketing.
B2B markets are complex and of significant economic relevance as the overall value of
transaction is much higher than that of the B2C markets.
Content of this course:
• Specialities of B2B marketing and differences to B2C marketing
• B2B marketing mix and strategy
• Various types of B2B marketing
• Sales management and organization
• B2B customer centric marketing
• Current changes in B2B marketing

This course equips students with a foundational understanding of key concepts in B2B marketing.
It additionally aims to help students develop critical analysis and problem-solving abilities with
respect to managing the marketing function in company that operate in B2B markets.
After successfully completing this course, the students are able to:
• understand the unique characteristics of B2B markets and key differences between B2B and
B2C marketing
• segment business market customers and identify relevant decision makers in organizational
buying behavior
• create awareness for changes and trends in B2B marketing
• learn different B2B marketing strategies
• learn different types of B2B marketing
• apply the learnings in business case studies

100% attendance is required

The grading is based on the following performance evaluation criteria:
20%: Active participation in class (either team or individual evaluation)
40%: Final exam based on content in classes and literature list (individual evaluation)
The exam covers theory based as well as problem centered questions. Exam relevant
materials are the compulsory readings, teaching slides, case study contents.
40%: Written team assignment with deadline (team evaluation)

- The design of the course enables learning by doing, reflecting, experiencing
- role plays
- team exercises with de-briefings

This course is part of the elective pool "Advanced Topics in Marketing" of the MSc Marketing at WU.

MSc Marketing students can only register if they have successfully completed the following mandatory courses from the 1st year:

• Management by Experiments (5 ECTS)
• Marketing Analytics (7.5 ECTS)
• Digital Marketing (5 ECTS)

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