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Event
Services Marketing and B2B Marketing [WS192572158]
Lecturers
Organisation
- Marketing & Sales
Part of
- Brick Services Marketing and B2B Marketing | Industrial Engineering and Management (B.Sc.)
- Brick Services Marketing and B2B Marketing | Economics Engineering (B.Sc.)
- Brick Services Marketing and B2B Marketing | Information Systems (B.Sc.)
- Brick Services Marketing and B2B Marketing | Information Engineering and Management (B.Sc.)
Literature
Homburg, Christian (2016), Marketingmanagement, 6. Aufl., Wiesbaden.
Appointments
- 14.10.2019 15:45 - 17:15 - Room: 20.40 Jordan Hörsaal
- 21.10.2019 15:45 - 17:15 - Room: 20.40 Jordan Hörsaal
- 28.10.2019 15:45 - 17:15 - Room: 20.40 Jordan Hörsaal
- 04.11.2019 15:45 - 17:15 - Room: 20.40 Jordan Hörsaal
- 11.11.2019 15:45 - 17:15 - Room: 20.40 Jordan Hörsaal
- 18.11.2019 15:45 - 17:15 - Room: 20.40 Jordan Hörsaal
- 25.11.2019 15:45 - 17:15 - Room: 20.40 Jordan Hörsaal
- 02.12.2019 15:45 - 17:15 - Room: 20.40 Jordan Hörsaal
- 09.12.2019 15:45 - 17:15 - Room: 20.40 Jordan Hörsaal
- 16.12.2019 15:45 - 17:15 - Room: 20.40 Jordan Hörsaal
- 23.12.2019 15:45 - 17:15 - Room: 20.40 Jordan Hörsaal
- 13.01.2020 15:45 - 17:15 - Room: 20.40 Jordan Hörsaal
- 20.01.2020 15:45 - 17:15 - Room: 20.40 Jordan Hörsaal
- 27.01.2020 15:45 - 17:15 - Room: 20.40 Jordan Hörsaal
- 03.02.2020 15:45 - 17:15 - Room: 20.40 Jordan Hörsaal
Note
The aim of this course is to prepare students for two certain marketing perspectives. The service marketing is concentrated on the particularities coming up when a company sells services instead of products. Subjects in this section are for example:
- Measuring service quality
- Pricing services
- Management of service staff
The second part of the course contains a business-to-business marketing perspective. Topics are below others:
- Management of buying centers
- Competitive Bidding
- B2B-Branding
Students
- know about the characteristics of service- and B2B environments
- are able to apply different methods (SERVQUAL, Gap-model, Mystery Shopping) to measure the quality of services
- are able to design pricing systems for services
- know about queuing management
- are able to plan capacities in service environments
- are able to identify different types of B2B businesses and know about their characteristics
- know about the specifics and challenges of B2B branding
- know central theories about organizational buying
- are able to apply the concept of competitive bidding for tenders
- are able to prepare, conduct, and review price negotiations
The assessment consists of a written exam (60 minutes) (following §4(2), 1 of the examination regulation).
The total workload for this course is approximately 90 hours.
For further information please contact Marketing & Sales Research Group (marketing.iism.kit.edu).