Digital B2B Marketing - Summer Term 2026

Field(s) of Study	Master
Credits	6 CP/ECTS
Module(s)	MCM 15: Specific Topic 2 (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) Minor Entrepreneurship Business Development Master (elective)
Teaching Format	Lectures, workshops & tutorials
Examination	Exam & In-class activities (Marketing Major & Business Development Master), early examination period
Learnweb course	The access data will be communicated in the first lectures
Course catalogue	click here
Lecturer(s)	Prof. Dr. Sebastian Hohenberg (responsible) Maximilian Prell, M.Sc.
Page last updated	April 14th, 2026

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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 1^st term only.

Schedule

DAY	TIME	FoRmat	FREQUENCY	DATE	ROOM
Tuesdays	2 p.m. - 6 p.m.	Lecture	Weekly	14.04.2026 to 19.05.2026	JUR 498
Thursdays	10 a.m. - 2 p.m.	Lecture	Weekly	16.04.2026 to 21.05.2026	JUR 253
Tuesdays	2 p.m. - 6 p.m.	Lecture		28.04.2026	S1

The course will be held over the 1. term only.

The full schedule will be announced at a later date.

Course overview

Contact

Maximilian Prell, M. Sc.
Research & Teaching Associate

maximilian.prell@wiwi.uni-muenster.de

Schlossplatz 3
D-48149 Münster
Room 206