| Dozent/in |
Prof. Dr. Dr. h.c. mult. Christian Homburg; |
| Veranstaltungsart |
Vorlesung |
| Code |
HS241662 |
| Semester |
Herbstsemester 2024 |
| Durchführender Fachbereich |
Wirtschaftswissenschaften |
| Studienstufe |
Bachelor
Master |
| Termin/e |
Fr, 15.11.2024, 16:15 - 20:00 Uhr, HS 9
Fr, 29.11.2024, 17:00 - 20:00 Uhr, HS 9
Sa, 30.11.2024, 10:15 - 15:00 Uhr, HS 9
Fr, 06.12.2024, 16:15 - 20:00 Uhr, HS 9
Sa, 07.12.2024, 10:15 - 14:00 Uhr, HS 9 |
| Umfang |
2 Semesterwochenstunden |
| Turnus |
Block course
|
| Inhalt |
This course aims to provide an in-depth understanding to the key concepts, tools and applications of Business-to-Business-Marketing. It combines both theoretical and practical elements and is intended to help participants to comprehend the nature of marketing functions in a B2B-environment. Case studies will enrich the course with further practical insights.
The following five case studies are mandatory for the course: 1. Tetra Pak (A): The Challenge of Intimacy with a Key Customer https://www.thecasecentre.org/products/view?id=11669 2. Siemens Key Account Management: Lost in Central Asia? https://www.thecasecentre.org/products/view?id=105396 3. Saurer: The China Challenge (A) à Version: 20.07.2006 https://www.thecasecentre.org/products/view?id=65948 4. Michelin Fleet Solutions: From Selling Tires to Selling Kilometers https://www.thecasecentre.org/products/view?id=96546 5. Mediquip SA (R) à Version: 28.03.2003 https://www.thecasecentre.org/products/view?id=14030 |
| Lernziele |
In particular, this course aims at giving insight into the following key issues:
• What are the key characteristics of B2B-Marketing?
• How should a B2B-company design and implement its sales management system?
• How can customer relationships be managed effectively in a B2B-context?
• How can B2B-brands be managed effectively? |
| Sprache |
Englisch |
| Anmeldung |
To attend the course / exercise, registration via e-learning platform OLAT is required. Registration is possible from 2 – 27 September 2024. The students themselves are responsible for checking the creditability of the course to their course of study. |
| Prüfung |
***IMPORTANT*** In order to acquire credits, resp. to take the examination, registration via the Uni Portal within the examination registration period is ESSENTIALLY REQUIRED. Further information on registration: www.unilu.ch/wf/pruefungen |
| Abschlussform / Credits |
Presentation / 3 Credits
|
| Hinweise |
The class will be divided into several teams following the first lecture. Each team works actively on one case and passively on four other cases. For the active case work, each team will prepare a presentation in which they will answer assigned questions pertaining to strategic marketing and sales recommendations for the company described in the case study, followed by a discussion with fellow students about the rationale for their chosen approach and possible alternative business solutions. For the passive case work, all students are expected to carefully read and analyze the case material of the four cases that have been assigned to other teams with the objective of being able to address critical issues during the discussion session. Performance in active and passive casework will be taken into account when grading the course. |
| Hörer-/innen |
Nein |
| Kontakt |
christian.homburg@doz.unilu.ch / florian.holz@uni-mannheim.de |
| Literatur |
Mandatory literature:
Christian Homburg, Sabine Kuester, and Harley Krohmer, Marketing Management: A Contemporary Perspective, 2nd ed., McGraw-Hill 2013
Christian Homburg, Heiko Schäfer, and Janna Schneider, Sales Excellence: Systematic Sales Management (Management for Professionals), Springer 2012
Facultative literature:
B2B Marketing: A Guidebook for the Classroom to the Boardroom (Management for Professionals), Springer 2021 |