It is the aim of this course to provide students with a comprehensive view of the challenges in managing business marketing and branding. As such, the course provides an opportunity for students to:
• Deepen their understanding of business-to-business (B2B?) marketing and brand management, • Gain an appreciation of the links between marketing, different channels as well as other functional areas, and • Develop insights into the global scope of the managerial challenges in business marketing and branding.
Required Cases and Readings Supplementary textbook: Kotler, Philip; Pfoertsch, Waldemar B2B? Brand Management, Springer, Heidelberg, New York, 2006. [KP] Vitale, Rob Giglierano, Joe; Pfoertsch, Waldemar, Business to Business Marketing: Analysis and Practice in a Dynamic Environment Western Publishing, Second Edition 2007 [VGP]
