B2B Marketing

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label Diverse autorenew 2025-09-29, 17:01 history_edu Cristian Ion
The course is part of the Cologne International Summer University, an intensive academic summer program combined with cultural activities directed to international students and students of the University of Cologne. Each course is complemented by a language and cultural introduction and a field trip to a company or institution.

The course "B2B Marketing" focuses on the following topics: Move from Products to Solutions; Segmentation techniques/ Customer Work Flow Analysis; Developing winning value propositions; Go-to-Market strategies/ Distributor management; Elements of needs based solution-selling/sales management; Managing service delivery and Pricing Management.

Period
05-08-2013 - 15-08-2013 (2 weeks)

Target group
Graduate business and economics majors/ minors (after one year of study). Proof of English proficiency (TOEFL ibt 96 or equivalent) is required.

Course aim
This course serves to highlight the latest advances in the domain of B2B marketing. In particular, this course will help participants understand the intricacies and complexities of marketing in a highly competitive B2B marketplace. Competencies will include customer need based segmentation techniques, understanding the complexity of offering complex hybrid solutions, sales and negotiation skills, Go-to-Market strategies and pricing management skills.



Credits
6.0 ECTS credits

After succesfully completing the programme, international students receive an academic transcript where the course title(s), the ECTS credits earned and the final grades appear on.

Course fee
EUR 1100: The programme fee includes accommodation (in double room), public transportation ticket within and around Cologne, course materials, welcome and farewell event, language and cultural orientation, company visit, city tour, teambuilding event, wireless internet on campus, access to University's computer pools and libraries, access to subsidized food at the Universitys restaurants and cafs.

EUR 1400: The programme fee includes accommodation (in single room), public transportation ticket within and around Cologne, course materials, welcome and farewell event, language and cultural orientation, company visit, city tour, teambuilding event, wireless internet on campus, access to University's computer pools and libraries, access to subsidized food at the Universitys restaurants and cafs.The course is offered as part of the Cologne International Summer University (CISU). If you decide to participate at two sessions (4 weeks in total), the prize is EUR 1500 (double room) or EUR 2000 (single room).

Course leader
Prof. Deva Rangarajan, Ph.D.

University of Cologne Faculty of Managment, Economics and Social Sciences
Address: International Relations Center (ZIB-WiSo), Albertus Magnus Platz, Cologne
Postal code: 50937
City: Cologne
Country: Germany
Website: http://www.cisu.uni-koeln.de/
E-mail: wiso-cisu@uni-koeln.de
Phone: 0049-221-470-7702