International B2B Marketing & Sales
Brief description
- Characteristics of B2B marketing & sales
- Market segmentation, positioning and strategies in international B2B marketing
- International B2B marketing mix
- International B2B sales organization and sales excellence
- Digitalization in B2B marketing & sales
- Chances through new technologies for efficiency increase and cost savings
Mode of delivery
face to face
Type
compulsory
Recommended or required reading and other learning resources/tools
· Bernd, R., Fantapié Altobelli, C., Sander, M. (2023): International Marketing Management. 1. Aufl., Berlin: Springer
· Lippold, D. (2021): B2B-Marketing und -Vertrieb. Die Vermarktung erklärungsbedürftiger Produkte und Leistungen. 1. Aufl., Oldenbourg: De Gruyter
· Binckebanck, L., Elste, R., Haas, A. (2023): Digitalisierung im Vertrieb. Strategien zum Einsatz neuer Technologien in Vertriebsorganisationen. 2. Aufl., Wiesbaden: Springer Fachmedien
Planned learning activities and teaching methods
Lecture in person, online lecture, online quiz, self-study, group work & presentation, literature research
Assessment methods and criteria
- 40% continuous assessment
- 60% final exam (presentation)
- Assessment criteria: correctness of content and methodology, completeness of the answer, level of detail of the answer, compliance with the criteria of academic writing
Prerequisites and co-requisites
Grundlagen Marketing, Grundlagen Vertrieb
Infos
Degree programme
Technical Sales and Marketing (Bachelor)
Cycle
Bachelor
ECTS Credits
2.00
Language of instruction
English
Curriculum
Part-Time
Academic year
2025
Semester
3 WS
Incoming
No
Learning outcome
After successful completion of this course, students are able to:
- describe tasks and challenges of B2B marketing & sales in an international environment,
- identify and apply relevant criteria for market segmentation,
- apply international B2B marketing mix instruments,
- define efficient and cost effective sales channels,
- utilize advantages of digitalization in B2B marketing & sales.
Course code
1480-24-01-BB-DE-26