Module Handbook

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Module WIW-MKT-IGM-M-7

Industrial Marketing (M, 6.0 LP)

Module Identification

Module Number Module Name CP (Effort)
WIW-MKT-IGM-M-7 Industrial Marketing 6.0 CP (180 h)

Basedata

CP, Effort 6.0 CP = 180 h
Position of the semester 1 Sem. in SuSe
Level [7] Master (Advanced)
Language [DE] German
Module Manager
Roth, Stefan, Prof. Dr. (PROF | DEPT: WIW)
Lecturers
Roth, Stefan, Prof. Dr. (PROF | DEPT: WIW)
Area of study [WIW-MKT] Marketing
Reference course of study [WIW-88.21-SG] M.Sc. Business Studies
Livecycle-State [NORM] Active

Courses

Type/SWS Course Number Title Choice in
Module-Part 		Presence-Time /
Self-Study 		SL SL is
required for exa. 		PL CP Sem.
2V+2U WIW-MKT-IGM-K-7
Industrial Marketing
P 60 h 120 h - - PL1 6.0 SuSe
  • About [WIW-MKT-IGM-K-7]: Title: "Industrial Marketing"; Presence-Time: 60 h; Self-Study: 120 h

Examination achievement PL1

  • Form of examination: examination in form of partial achievements
  • Examination Frequency: each semester

Evaluation of grades

All partial module examinations have to be passed. The module grade is the weighted average of the partial examination grades according to the following weights:

Written exam (60%), Preparation and presentation of the case study (10%), Written papers in the exercise (30%)

Contents

From [WIW-MKT-IGM-K-7] Industrial Marketing:
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

Competencies / intended learning achievements

After successful participation students will be able to:
  • Evaluate strategic analysis and planning tools for industrial companies.
  • Judge the characteristics of buying processes on industrial markets.
  • Differentiate the marketing instruments of the product, project, supplier and systems business.
  • Differentiate qualitative from quantitative demand forecast tools.

Literature

From [WIW-MKT-IGM-K-7] Industrial Marketing:
Backhaus, K./Voeth, M. (2014): Industriegütermarketing, 10. Aufl., München.

Requirements for attendance (informal)

Successful participation in “Marketing (Bachelor)”.

Requirements for attendance (formal)

None

References to Module / Module Number [WIW-MKT-IGM-M-7]

Module-Pool Name
[WIW-MKT-MPOOL-7] Field of Specialization: Marketing