In the lecture "Investitionsgütermarketing" the students acquire the ability to recognize the special problems of marketing for capital goods (e.g. plants, system technologies, individual aggregates, parts, raw materials, materials and input materials, energy) and to apply the specific problem solving approaches.
In detail, the lecture deals with this topic:
- Basic concepts, peculiarities and research approaches of capital goods marketing,
- Marketing management of a capital goods manufacturer: analysis of the marketing situation, design of the marketing concept,
Marketing implementation and business type specific problems of capital goods marketing in the plant, product, supplier and system business.
The lecture will be held by Prof. Dr. Dr. h.c. Fritz in German language.
Documents for the lecture can be found in the Stud.IP!
In addition to the lecture, the repetitorium of the same name is offered.