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Logo Institut für Marketing der TU Braunschweig
B2B Marketing

B2B Marketing

B2B Marketing

The lecture "Business-to-Business Marketing"

... provides a solid foundation for understanding the special requirements and strategies in business-to-business marketing and is essential for anyone who works in this field or would like to work in it.

In this course, students increase their knowledge and understanding of the B2B market sector. They will learn about different B2B marketing strategies and develop an understanding of the dynamics and specific challenges associated with marketing in B2B markets.

Lecturer Prof. Dr. Christof Backhaus
Semester Summer
Credit Points 3 CPs (Combination with Digital Marketing: 6CPs)
StudIP number 2221000003
Date Thursday: 09:45 - 11.15
Room PK 11.2
Contents
  • Introduction to B2B marketing
  • Carrying out situation analyses from different perspectives (demand, competition, supplier)
  • Basics and practices of brand management
  • Overview and strategy development for specific business types (product, project, system and integration business)
  • Handling of business type changes
  • Marketing controlling practices in the B2B sector.
Module completion

 

Further information about the exam performance here!

 

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