This course is part of the “Marketing and Communication” module, a compulsory elective for Mechanical Engineering & Management (M.Sc.) students. The course is held during the winter semester (WiSe).
Credits: 2 ECTS course within module “Marketing and Communication”
Structure: Two block sessions during the semester
Examination:
Theory presentation
Case study presentations
Course Description:
This course aims at deepening and applying the subjects taught in the lecture Business-to-Business Marketing (B2B). Students work on case studies in teams comprising 2-3 people. Each of these cases is related to a specific topic that has been tackled in the previous lectures of this module. The cases can comprise scientific studies or specific company examples (e.g. how company X built up a new salesforce; how company Y designed a successful communication campaign for other countries, how research study Z contributes to the understanding of intercultural differences). The student teams receive material (e.g. scientific articles, press articles) and work with this material to complete presentation documents. The results will be illustrated and discussed in a short presentation.
Why This Course is Essential:
The cases will enable the student teams to analyze problems, to discuss theoretical frameworks and scientific results, to evaluate decisions made in companies and/or to develop own ideas for solutions.
Content:
The course is divided into two parts:
Marketing theory topics. A selection of topics that broadens students’ knowledge of Marketing.
Case studies. Selected case studies that challenge student’s understanding of the topics and allow them to elaborate their own solutions.
What You Will Learn and Get:
By the end of this course students will develop a thorough understanding of the specificities of B2B marketing:
