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Digitalization of B2B-Marketing - Einzelansicht

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Grunddaten
Veranstaltungsart Seminar Langtext
Veranstaltungsnummer 048387 Kurztext
Semester SS 2017 SWS
Erwartete Teilnehmer/-innen 28 Studienjahr
Max. Teilnehmer/-innen
Credits 12 Belegung Keine Belegpflicht
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Sprache englisch
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Lehrperson Status Bemerkung fällt aus am Max. Teilnehmer/-innen
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Mo. 09:00 bis 18:00 Einzel am 10.04.2017      

Raum: Gerichtssaal, Königsstr. 47

 
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Mi. 09:00 bis 18:00 Einzel am 12.04.2017      

Raum: Gerichtssaal, Königsstr. 47

 
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Do. 09:00 bis 17:00 Einzel am 06.07.2017 Schloss - S 1        
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Do. 09:00 bis 17:00 Einzel am 06.07.2017      

Raum: Heribert-Meffert-Bib., Raum 110

 
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Fr. 09:00 bis 17:00 Einzel am 07.07.2017      

Raum: Heribert-Meffert-Bib., Raum 110

 
Gruppe [unbenannt]:
 
 


Zugeordnete Personen
Zugeordnete Personen Zuständigkeit
Backhaus, Klaus, Prof. Dr. Dr. h.c. verantwort
König, Ulf begleitend
Paulsen, Thomas begleitend
Studiengänge
Abschluss - Studiengang Sem ECTS Bereich Teilgebiet
Master - Betriebswirtschaftslehre (88 021 8) -
Zuordnung zu Einrichtungen
Fachbereich 04 Wirtschaftswissenschaftliche Fakultät
Inhalt
Kommentar

Digitalization represents an established phenomenon in the society as a whole and especially in Marketing. However, most digital efforts and initiatives stem from the B2C sector: Search engines such as Google have triggered sophisticated SEO and SEA practices, social networks such as Facebook have paved the way for Word of Mouth and Viral Marketing campaigns, and online retailers such as Amazon have shaped industry-shaking trends towards ever more e-commerce. On the other hand, the B2B sector has been widely neglected by digitalization practitioners as well as scholars so far. Although buzz words such as “Industry 4.0” or “3D Printing” may sound familiar to many, only few actually understand their true implications for existing business models and B2B marketing practice.

Possible research questions to be answered in this seminar may include:

  • What is the role of incubators in B2B business model innovation?
  • Which drivers facilitate or impede the establishment of additive manufacturing technologies (3D Printing)?
  • How can OEMs sell their products directly via new e-commerce platforms without losing the support of stationary dealers and service partners?
  • Is social media marketing useful in B2B environments or is it a mere B2C or C2C concern?
  • What is at the bottom of the buzz word “Industry 4.0” from a scientific perspective

 

Bemerkung

All topics will be addressed conceptually based on existing literature. An empirical study is not planned. There will be various clusters of research topics, for which students will need different skill sets:

  • Some topics have been covered by broad streams of B2B and B2C literature. Students will need extensive research and literature structuring skills.
  • Some topics have been covered mainly by B2C or C2C literature streams. Students will need extensive transfer and abstraction skills.
  • Some topics have been covered mainly from a practitioner’s perspective and have not been addressed scientifically so far. Students will need an independent and sometimes creative approach.
Leistungsnachweis

The final grade consists of a research paper (70%) and a presentation (30%).


Strukturbaum
Keine Einordnung ins Vorlesungsverzeichnis vorhanden. Veranstaltung ist aus dem Semester SS 2017 , Aktuelles Semester: SoSe 2022