Module Description

Module: Marketing and Communication

Courses:

TitleTypeHrs/WeekPeriod
Business-to-Business MarketingLecture2Winter Semester
Case Studies of Marketing and CommunicationRecitation Section (small)1Winter Semester
Intercultural Management and CommunicationLecture2Winter Semester

Module Responsibility:

Prof. Christian Lüthje

Admission Requirements:

None

Recommended Previous Knowledge:

No specific knowledge required. Bachelor-level knowledge in business administration with some insights into markting and international management is helpful.

Educational Objectives:

Professional Competence

Theoretical Knowledge

he students will develop a thorough understanding of the following:

  • Selling to organizations and industrail buyers
  • Overview of basic strategic decisions in B2B markets
  • Relevant theories, methods and tools for operational B2B marketing (Marketing Mix)
  • Relevant theories for intercultural communication
  • Communication theories (verbal, non-verbal communication, role of formality, interpretation of cues such as symbols)
  • The nature of "culture" is and its impact on human interaction
  • Approaches for managing cultural diversity 
Capabilities

The students will be able to apply this knowledge to:

  • chosing appropriate cooperation forms when selling to business organizations;
  • decide about different target markets, ways of market entry, and timingstrategies; 
  • develop appropriate value-propositions to customers;
  • place, price and communicate industrial products with the help state-of-the-art B2B marketing tools;
  • interpret symbols, rituals and gestures appropriately in an intercultural contex
  • managing cultural diversity across the employees of a company
  • communicating approprirately with customers in different regional markets
  • apply the theoretical knowledge to business cases or real examples
  • apply the theoretical knowledge to interpret resarch studies

Personal Competence

Social Competence

The students will be able to

  • have fruitful professional discussions;
  • present and defend the results of their work in a group of students;
  • work successfully in multi-cultural teams;
  • communicate and collaborate successfully and respectfully with others, also on an intercultural basis.
Autonomy

The students will be able to acquire knowledge in the specific context of marketing and intercultural communication. This will enable them to make independent and well-founded decisions and to leverage this knowledge to solve new complex problems.

ECTS-Credit Points Module:

6 ECTS

Examination:

Written exam

Workload in Hours:

Independent Study Time: 110, Study Time in Lecture: 70


Course: Business-to-Business Marketing (Lecture)

Lecturer:

Christian Lüthje

Language:

English

Period:

Winter Semester

Content:

Contents

Business-to-business (B2B) markets play an important role in most economies. At the same time, B2B markets differ strongly from consumer goods markets. For example, companies’ buying decisions follow different rules than those of consuming individuals. Consequently, marketing mix decisions in B2B markets need to follow the specific circumstances in such markets.

The aim of this lecture is to enable students to understand the specifics of marketing in B2B markets. At the beginning, students learn which strategic marketing decisions may be most appropriate in industrial markets. Following that, the lecture will focus more on different options to design marketing mix elements - Pricing, Communication and Distribution - in B2B markets. We extend the student’s basic knowhow in marketing and focus on the specific requirements in B2B markets.

Topics

  • The importance, specific characteristics and developments of B2B markets today
  • Organizational buying behavior and the corporate buying process
  • B2B marketing strategies regarding modes and time of market entry with focus on innovative industrial products
  • Types of project-related cooperation in the B2B project business
  • Specific operational marketing methods in communication (success factors of fares and exhibitions, importance of public relations for B2B markets); pricing (measuring willingness-to-pay via auctions; value-based pricing in industrial markets, bidding models and auctioning); distribution and channel strategies for B2B markets
  • Marketing in complex value chains: Solving the problem of direct customers’ unwillingness to adopt innovative products by directly addressing indirect customers

Knowledge

The students will develop a thorough understanding of:

  • How organizations and firms buy
  • How marketing can be performed in complex value chains
  • Promising market and competitive strategies in B2B markets
  • Modes of cooperation in B2B markets
  • Marketing-Mix decisions in B2B marketing (communication, pricing, distribution)

Skills

  • analyzing the advantages and disadvantages of different target market, market entry, timing and allocation strategies;
  • identifying and systematically address relevant partners when selling to business organizations;
  • developing context-specific market-entry and timing strategies;
  • making appropriate decisions for the pricing and communication of industrial products;
  • applying the theoretical knowledge to business cases or real examples

Social Competence

The students will be able to

  • having fruitful professional discussions;
  • presenting and defending the results of their work in groupwork;

Self-reliance

  • acquiring knowledge in the specific context independently and to map this knowledge onto other new complex problem fields.

Assessment

Written examination & Class participation in interactive elements (presentations, homework)

Literature:

Blythe, J., Zimmerman, A. (2005) Business-to-Business Marketing: A global perspective, London, Thomson 

Monroe, K. B. (2002). Pricing: Making Profitable Decisions, 3rd Edition

Morris, M., Pitt, L., Honeycutt, E. (2001), Business-to-Business Marketing, New York, Sage Publishing, 3rd Edition

Nagle, T., Hogan, J., Zale, J. (2009), Strategy and Tactics of Pricing, New York, Prentice Hall, 5th Edition


Course: Case Studies of Marketing and Communication (Recitation Section (small))

Lecturer:

Christian Lüthje

Language:

English

Period:

Winter Semester

Content:

This course aims at deepening and applying the subjects taught in the lectures "Business-to-Business Marketing" and "Intercultural Communication". Students work on case studies in teams comprising 2-3 people. The case will enable the student teams to analyze problems, to discuss theoretical framworks and scientific results, to evaluate decisions made in companies and/or to develop own ideas for solutions. Each of these cases is related to a specific topic that has been tackled in the other two lectures of this module. The cases can comprise scientific studies or specific company examples (e.g. how company X built up a new salesforce; how company Y designed a successful communication campaign for other countries, how research study Z contributes to the understanding of intercultural differences). The student teams receive material (e.g. scientific articles, press articles) and work with this material to complete presentation documents. The results will be illustrated and discussed in a short presentation.

Literature:

Die Materialien werden jedes Semester neu zusammengestellt, um die ausgewählten Fälle aktuell zu halten.

Will be newly compiled each semester to keep the cases up-to-date and fresh.


Course: Intercultural Management and Communication (Lecture)

Lecturer:

Rajnish Tiwari

Language:

English

Period:

Winter Semester

Content:

Globalization of business processes and the revolution in information and communication technologies (ICT) have resulted in distributed workflows across geographic boundaries. These developments as well as increased immigration emanating, for example, as a consequence of a shortage of skilled labour in many industrialized nations, have led to the creation of (virtual) multi-cultural, multi-ethnic teams with diverse cultural backgrounds. Such diversity generally has a positive impact on creativity and innovativeness, as many empirical studies confirm. Nevertheless, varying cultural practices, communication styles, and contextual sensibilities have the potential to disturb or even disrupt collaborative work processes, if left unmanaged.

This course focuses on inter-cultural managementfrom both, theoretical as well as practical, points of view to provide a solid fundament to students enabling them to operate successfully in cross-cultural settings. Case studies and guest lecture(s) will be used to provide added practical relevance to the course. In addition, where practicable, student assignments will be used to foster autonomous learning.

Some of the main topics covered in this course include:

  • Understanding “culture” and its impact on human interaction
  • Verbal and non-verbal communication
  • High and low context communication
  • Role of formality and non-formality in communication
  • Varying interpretations of symbols, rituals & gestures
  • Managing diversity in domestic settings

Literature:

  • Bartlett, C.A. / Ghoshal, S. (2002): Managing Across Borders: The Transnational Solution, 2nd edition, Boston
  • Deresky, H. (2006): International Management: Managing Across Borders and Cultures, 3rd edition, Upper Saddle  River
  • French, R. (2010): Cross-cultural Management in Work Organisations, 2nd edition, London
  • Hofstede, G. (2003): Culture's Consequences : Comparing Values, Behaviors, Institutions and Organizations across Nations, 2nd edition, Thousand Oaks
  • Hofstede, G. / Hofstede, G.J. (2006): Cultures and Organizations: Software of the mind, 2nd edition, New York
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