Module Handbook

  • Dynamischer Default-Fachbereich geändert auf WIW

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

Notice

The exercise class is organized in small groups with around 5 students. The number of groups depends on the total number of students.

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