Event

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).