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Event

Services Marketing and B2B Marketing [WS192572158]

Type
lecture (V)
Term
WS 19/20
SWS
2
Language
Deutsch
Appointments
15
Links
ILIAS

Lecturers

Organisation

  • Marketing & Sales

Part of

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).