Course WIW-MKT-IGM-K-7
Industrial Marketing (2V+2U, 6.0 LP)
Course Type
SWS | Type | Course Form | CP (Effort) | Presence-Time / Self-Study | |
---|---|---|---|---|---|
- | K | Lecture with exercise classes (V/U) | 6.0 CP | ||
2 | V | Lecture | 30 h | 60 h | |
2 | U | Lecture hall exercise class | 30 h | 60 h | |
(2V+2U) | 6.0 CP | 60 h | 120 h |
Basedata
SWS | 2V+2U |
---|---|
CP, Effort | 6.0 CP = 180 h |
Position of the semester | 1 Sem. in SuSe |
Level | [7] Master (Advanced) |
Language | [DE] German |
Lecturers | |
Area of study | [WIW-MKT] Marketing |
Livecycle-State | [NORM] Active |
Contents
Lecture Industrial Marketing:
- Focus: Selling products/services to business customers
- Multiperson decision processes
- Strongly formalized purchase decision processes
- Methods to evaluate alternatives
- Incentives for key actors
Exercise Industrial Marketing:
- Focus: marketing of products/services to business customers
-
Exercise: computer-based simulation INDUSTRAT
- Weekly decisions on pricing, product portfolio, targeting and investments in new technologies
- Case study preparation
Literature
Backhaus, K./Voeth, M. (2014): Industriegütermarketing, 10. Aufl., München.
Materials
Skript on OLAT
Requirements for attendance (informal)
None
Requirements for attendance (formal)
None
References to Course [WIW-MKT-IGM-K-7]
Module | Name | Context | |
---|---|---|---|
[WIW-MKT-IGM-M-7] | Industrial Marketing | P: Obligatory | 2V+2U, 6.0 LP |
Notice