Digitalization of B2B-Marketing (SS 2017)








Tag Zeit Häufigkeit Datum Raum
Montag 09:00- 18:00 Uhr Einzeltermin 10.04.2017  
Mittwoch 09:00- 18:00 Uhr Einzeltermin 12.04.2017  
Donnerstag 09:00- 17:00 Uhr Einzeltermin 06.07.2017 Schloss, S 1
Donnerstag 09:00- 17:00 Uhr Einzeltermin 06.07.2017  
Freitag 09:00- 17:00 Uhr Einzeltermin 07.07.2017  


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.


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



  • Prof. Dr. Dr. h.c. Klaus Backhaus (verantwortlich)
  • Thomas Paulsen (begleitend)