Lecture Digital B2B Marketing

Field(s) of Study	Master
Credits	6 CP/ECTS
Module(s)	MCM 15: Specific Topic 2 Minor Entrepreneurship* (if your module is not listed, please refer to your module compendium and your degree's course manager to ensure compatibility with your track of study)
Teaching Format	Lectures, workshops & tutorials
Examination	Exam & In-class activities (Marketing Major), regular examination period Presentation & In-class activities (Entrepreneurship Minor)
Learnweb course	The access data will be communicated in the first lectures
Course catalogue	click here
Page last updated	March 4h, 2024

*Note only for entrepreneuship minor students:

You will be able to register at our chair for participation in the presentation (module examination) at the beginning of the semester. More on that in the first lectures (see below). This does not replace your registration at the examination office! Both registrations are neccessary for course credit. For questions about your registration at the examination office, please contact PAM directly.

News

Please note that the room for Thurday lectures has move to room F5, Fürstenberghaus.

Course Description

The digitalization is rapidly changing our lives, including all types of business relationships. It is the driver of a change process that is more dynamic and multifaceted than ever before, revolutionizing the roles and practices of firms and customers. Importantly, we will witness even more dramatic change over the next years due to the growing power of digital technologies, such as artificial intelligence, virtual and augmented realities, robotics, IoT, and 3D printing. Despite its transformational potential, how the digitalization shapes and changes the basic principles and tactics of Business-to-Business (B2B) marketing is largely neglected in contemporary business education.

In this course, we will dive deeper into the new paradigms of B2B marketing in the digital age, tackle its strategic, tactical and operational challenges, as well as delineate traditional and new approaches to B2B marketing. To do so, this course takes an interactive teaching approach. This will involve (guest)lectures, interactive case studies, as well as guided hands-on sessions where you will get to try the latest tools in B2B marketing to get to the heart of the intricacies of the digital business-to-business marketing landscape.

This course is taught over the entire semester (1^st AND 2^nd term)

Schedule

The first lecture will be held*:

Tuesday, April 16th, 12pm(c.t.), Jur498

Lectures are:

Tuesdays, 12pm(c.t.), Jur498

Thursdays, 10am(c.t.), F5

The course will be held over the entire semester (1. & 2. term)

The full schedule will be announced at a later date.

*The dates in HIS-LSF/ university course overview are outdated, refer to the times listed here instead

Lecturer(s)

Prof. Dr. Sebastian Hohenberg (responsible)

Hendrik Martin Schierwater, M.Sc. (accompanying)