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