News

The final presentation date has been added to the schedule as well as the rooms for each meeting.

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, 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 seminar, we will dive deeper into the new paradigms of B2B marketing in the digital age, tackle its strategic and tactical challenges, and delineate traditional and new approaches to B2B marketing. Furthermore, you will help to create the foundations of a new undergraduate course in B2B Digital Marketing.

Your tasks are (1) to write a systematic literature review on a pre-defined topic in the field of B2B marketing in the digital age, deriving insights for managerial practice as well as developing future research directions and (2) based on this literature review, to develop the outline of one class that introduces students to that pre-defined topic. You will present both your literature review and your class outline to Professor Hohenberg and the other seminar participants.

Schedule

Lecturer(s)

Prof. Dr. Sebastian Hohenberg (responsible)                   

Hendrik Martin Schierwater, M.Sc. (accompanying)