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Industrial Marketing

Course Content

Buying behavior and thus marketing in business-to-business (B2B) settings are in many ways different from business-to-consumer (B2C) settings. This module provides advanced marketing students with insights about marketing of industrial goods and services to business customers. In addition to fundamental aspects of B2B marketing (e.g., organizational buying behavior), topics such as industrial sales and distribution and industrial brand management will be covered. Participants will learn the specific aspects of applying marketing theories and designing marketing strategies in B2B settings. Contents of this module include: (1) fundamental characteristics of industrial marketing management, (2) organizational buying processes, (3) marketing research for industrial markets, and (4) the general and business type specific development of marketing activities and programs for industrial markets. In addition to traditional teaching methods, participants will work on and discuss case studies to directly apply course contents and deepen the understanding of industrial marketing.



The module will provide participants with advanced knowledge about decision models, planning methods, and specific instruments of industrial marketing management. After the course, participants will (a) know the specificities of marketing in a business-to-business context, (b) be able to analyze organizational buying processes and to derive implications for marketing and sales approaches, (c) have the theoretical knowledge and practical insights on how to design and implement B2B marketing strategies for different business types, (d) be able to independently design, carry out, and analyze research projects on B2B marketing topics.



Prof. Dr. Hartmut H. Holzmüller


Tutorials and Markstrat simulation      

You may find all the materials and schedule for our class provided in the moodle-system.


Date and Time

Classes start on April 13th, 2021 at 2 pm via Zoom. You may find the schedule provided in the moodle-system. Lecture starts c.t.!



If you are interested in participating in the course "Industrial Marketing“ in summer term 2021 please register in Moodle for this course.


Moodle (no password required)

Course full name: "Industrial Marketing SS2021“



Dr. Andreas Kessenbrock
Wissenschaftlicher Mitarbeiter
Tel.: 0231 755-5031