Seminar | How to Market REALLY BIG Products: The Success Factors of B2B Marketing. A Project Seminar in Cooperation with Windmöller & Hölscher (W&H) (WiSe 2022/23)

Course Number

Field(s) of Study

University Calendar

Learnweb Platform


Course Language


The course is given by Dr. Kai Lügger, Dr. Philipp Hupka, and Dr. Jonas Schmidt (Windmöller & Hölscher)


Contact person: Alina Herting

This course is part of the module ”Seminar Marketing I/II”.

Course grade: Written case study elaboration (30 p., group/individual) (50%) | Presentation and discussion of case study solution (30 min.), active participation (50%) Please register at the examination office for the early examination period.

Credit points: 12 ECTS (BWL PO 2010)

Applications for the seminar are to be made via the general MCM application process for seminars.

During the course, please communicate and stay updated via the course page on Learnweb. Announcements, lecture slides and any additional material will be published there.

The password for the course page on Learnweb will be sent to the admitted participants via email.


The Business-to-Business (B2B) sector in Germany is of enormous size in terms of GDP contribution and employees as well as of societal importance, but often not well-known to marketing students. Consumer products and services are dominating the academic agenda and are considered as more appealing by many marketing students. But for many medium-sized German B2B companies (so-called “hidden champions”), the impact of good marketing is the key to defend their position as world-market leaders in turbulent times and continue to grow and generate billions of sales per annum. In addition, students of marketing who have been able to take a first-hand look into the challenges that come with the marketing of the “really big” products that often are at the core of B2B marketing decisions.

This seminar will provide students the opportunity to get both theoretical and practical insights into this B2B marketing world. They will learn from the lecturers which are executives from leading B2B firm Windmöller & Hölscher about important B2B marketing concepts that have been developed in theory and about their application in practice. Among the content and seminar topics are organizational buying behavior, business type specific marketing programs, and the impact of digitalization on industrial marketing processes.


  • Univ.-Prof. Dr. Thorsten Hennig-Thurau (responsible)
  • Alina Marie Herting (accompanying)