602.421 (12W) Special Topics MIM / MIM-Grundlagen 3/ MIM-Vertiefung 2: Strategic Business-to-Business Marketing

Wintersemester 2012/13

Anmeldefrist abgelaufen.

Erster Termin der LV
03.12.2012 09:00 - 14:00 , Z.1.09
... keine weiteren Termine bekannt

Überblick

Lehrende/r
LV-Titel englisch
Special Topics MIM: Strategic Business-to-Business Marketing
LV-Art
Vorlesung-Kurs (prüfungsimmanente LV )
Semesterstunde/n
2.0
ECTS-Anrechungspunkte
4.0
Anmeldungen
34 (50 max.)
Organisationseinheit
Unterrichtssprache
Englisch
LV-Beginn
03.12.2012
eLearning
zum Moodle-Kurs

LV-Beschreibung

Lehrmethodik

The primary method of learning in this course is based on managerially-oriented case discussions. Cases allow you to learn from the experience of managers operating in real-world companies and from immersion in practical management and business decisions. The cases capture the complexity faced by managers on all levels. The cases that will be assigned represent a diverse spectrum of strategic management issues. They have been selected for their particular relevance to the issues under discussion, as well as for their capacity and track records as good learning vehicles.

Inhalt/e

This English language course explores the challenges of market-focused management in the business-to-business (B2B) realm. While firms operating in consumer markets often have a well documented tradition of market-focused management, firms operating in business markets have received much less coverage in the academic and trade press. This is surprising and, ultimately, unsatisfactory because about 2/3 of the world’s aggregated gross domestic product is transacted in business markets while only 1/3 is transacted in consumer markets. A solid understanding of how B2B markets work is therefore an essential element of a well-rounded business education.

Themen

  • • How do business markets differ from consumer markets
  • • How do business customers differ from consumers and what are the managerial implications of these differences
  • • Segmenting business markets and adjusting the value proposition
  • • Redefining the value proposition and adjusting the business model
  • • Pricing in business markets
  • • Managing customer engagement and satisfaction in business markets

Lehrziel

The purpose of the course is to give you a conceptual – and at the same time a practical –understanding of how market-focused management works in business markets and how leading business marketers succeed in their respective markets. The perspective of the course is that of managerial practitioners who need to make numerous interrelated decisions in the face of complex and often conflicting demands.

Literatur

The complete syllabus with instructions for case preparations, as well as the cases themselves, will be made available on the Moodle platform. Alternatively, you can contact manuela.pirker@uni-klu.ac.at.
NOTE: There is a required preparation for the first session.

Prüfungsinformationen

Beurteilungskriterien/-maßstäbe

The final grade depends to equal parts on the quality of case preparations, class participation and the performance on a final, written, in-class exam.

Beurteilungsschema

Note/Grade Benotungsschema

Position im Curriculum

  • Bachelorstudium Angewandte Betriebswirtschaft (SKZ: 518, Version: 05W.5)
    • Fach: Marketing und internationales Management - Grundlagen (Wahlfach)
      • BS1/2.2 Vorlesung mit Proseminar oder Vorlesung mit Kurs ( 2.0h VP, VK / 3.0 ECTS)
        • 602.421 Special Topics MIM / MIM-Grundlagen 3/ MIM-Vertiefung 2: Strategic Business-to-Business Marketing (2.0h VK / 3.0 ECTS)
  • Masterstudium Angewandte Betriebswirtschaft (SKZ: 918, Version: 12W.4)
    • Fach: Marketing (Wahlfach)
      • Special Topics in Consumer Behavior ( 2.0h VC / 4.0 ECTS)
        • 602.421 Special Topics MIM / MIM-Grundlagen 3/ MIM-Vertiefung 2: Strategic Business-to-Business Marketing (2.0h VK / 4.0 ECTS)
  • Masterstudium Angewandte Betriebswirtschaft (SKZ: 918, Version: 05W.7)
    • Fach: Marketing und internationales Management - Grundlagen (Wahlfach)
      • BS1.2 Vorlesung mit Proseminar oder Vorlesung mit Kurs ( 2.0h VP, VK / 3.0 ECTS)
        • 602.421 Special Topics MIM / MIM-Grundlagen 3/ MIM-Vertiefung 2: Strategic Business-to-Business Marketing (2.0h VK / 3.0 ECTS)
  • Masterstudium Angewandte Betriebswirtschaft (SKZ: 918, Version: 05W.7)
    • Fach: Vertiefung: Marketing- und internationales Management (Wahlfach)
      • BS2.2 Proseminar oder Vorlesung mit Proseminar ( 2.0h PS, VP / 3.0 ECTS)
        • 602.421 Special Topics MIM / MIM-Grundlagen 3/ MIM-Vertiefung 2: Strategic Business-to-Business Marketing (2.0h VK / 3.0 ECTS)
  • Bachelorstudium Informationsmanagement (SKZ: 522, Version: 05W.4)
    • Fach: Marketing und Internationales Management (Wahlfach)
      • Proseminar oder Vorlesung mit Proseminar ( 2.0h PS, VP / 3.0 ECTS)
        • 602.421 Special Topics MIM / MIM-Grundlagen 3/ MIM-Vertiefung 2: Strategic Business-to-Business Marketing (2.0h VK / 4.0 ECTS)
  • Masterstudium Informationsmanagement (SKZ: 922, Version: 05W.2)
    • Fach: Marketing und internationales Management - Grundlagen (Wahlfach)
      • Vorlesung mit Proseminar oder Vorlesung mit Kurs ( 2.0h VP, VK / 3.0 ECTS)
        • 602.421 Special Topics MIM / MIM-Grundlagen 3/ MIM-Vertiefung 2: Strategic Business-to-Business Marketing (2.0h VK / 4.0 ECTS)
  • Bachelorstudium Wirtschaft und Recht (SKZ: 519, Version: 05W.5)
    • Fach: Marketing und internationales Management (Wahlfach)
      • BS1.2 Vorlesung mit Proseminar oder Vorlesung mit Kurs ( 2.0h VK, VP / 3.0 ECTS)
        • 602.421 Special Topics MIM / MIM-Grundlagen 3/ MIM-Vertiefung 2: Strategic Business-to-Business Marketing (2.0h VK / 4.0 ECTS)

Gleichwertige Lehrveranstaltungen im Sinne der Prüfungsantrittszählung

Wintersemester 2019/20
  • 602.412 VC Special Topics in Consumer Behavior: International Advertising (2.0h / 4.0ECTS)
Wintersemester 2018/19
  • 602.412 VC Special Topics in Consumer Behavior: International Advertising (2.0h / 4.0ECTS)
Wintersemester 2017/18
  • 602.412 VC Special Topics in Consumer Behavior: International Advertising (2.0h / 4.0ECTS)
Wintersemester 2016/17
  • 602.412 VC Special Topics in Consumer Behavior: International Advertising (2.0h / 4.0ECTS)
Wintersemester 2015/16
  • 602.412 VC Special Topics in Consumer Behavior: International Advertising (2.0h / 4.0ECTS)
Wintersemester 2014/15
  • 602.412 VK Special Topics in Consumer Behavior: International Advertising (2.0h / 4.0ECTS)
Sommersemester 2014
  • 602.421 VK Special Topics in Consumer Behavior: Online Video Streaming (2.0h / 4.0ECTS)
Wintersemester 2013/14
  • 602.412 VP Special Topics in Consumer Behavior: International Advertising (2.0h / 3.0ECTS)
  • 602.421 VK Special Topics in Consumer Behavior: Branded Entertaiment and Media Studies (2.0h / 4.0ECTS)
Sommersemester 2013
  • 602.411 VP Special Topics in Consumer Behavior / MIM-Grundlagen 3: Mobile Marketing (2.0h / 3.0ECTS)
  • 602.421 VK Special Topics in Consumer Behavior / MIM-Grundlagen 3 + MIM-Vertiefung 2 (2.0h / 4.0ECTS)
Wintersemester 2012/13
  • 602.411 VO MIM-Grundlagen 2: Vorlesung Internationales B2B Marketing (2.0h / 3.0ECTS)
  • 602.422 VK Special Topics MIM / MIM-Grundlagen 3/ MIM-Vertiefung 2/ Medienmanagement: Current Issues in Advertising (2.0h / 4.0ECTS)
Wintersemester 2011/12
  • 602.412 VP MIM-Grundlagen 3a: Übung/ Medienmanagement: International Advertising (2.0h / 3.0ECTS)
Wintersemester 2010/11
  • 602.412 VP MIM-Grundlagen 3a: Übung/ Medienmanagement: International Advertising (2.0h / 3.0ECTS)