Business Marketing for Engineers

This course provides an engaging, practice-oriented introduction to the fundamental principles of Business-to-Business (B2B) Marketing, specifically tailored for engineering and entrepreneurial contexts. The course Business Marketing for Engineers focuses on how technical professionals and future engineers can understand markets, customer needs, and competitive dynamics to create value through effective marketing strategies.

Through an interactive and learner-led learning approach, students are encouraged to take ownership of their learning journey by working on real-world cases, developing a strategic marketing plan, and actively participating in class discussions. Interactivity, peer learning, and application of theory to practice are central to the course philosophy.

Topics covered:

The course unfolds across five key themes, reflecting the end-to-end journey of marketing strategy from foundational concepts to future trends:

• Introduction to B2B Marketing and Customer Value: Understanding marketing fundamentals, customer orientation, segmentation, and the role of value propositions in engineering-based ventures.

• Marketing Strategy and Positioning: Exploring how companies craft strategic marketing approaches that align with their value creation logic, competitive environment, and innovation potential.

• Customer Behavior and Go-to-Market Design: Examining customer decision-making in B2B contexts, including organizational buying behavior, sales approaches, and route-to-market strategies.

• Sales, Communication, and Relationship Management: Learning how to build long-term customer relationships through effective sales strategies, communication planning, and CRM practices.

• Emerging Trends in B2B Marketing: Investigating the evolving role of digital technologies, service innovation, sustainability, and ecosystems in shaping modern marketing and business models.

Each lecture combines conceptual grounding with real-world application through case discussions, activities, and student-led reflections.

Student performance in this course will be evaluated through three components:

• Group work (60%): Development of a strategic marketing plan based on a real-world engineering case. Assessment will consider the quality of analysis, creativity, application of course concepts, and clarity of presentation.

• Individual reflection report (30%): A final report summarizing key insights, reflections, and takeaways from the course, including a personal perspective on potential future strategies that organizations should consider in light of emerging marketing trends. Assessment will focus on depth of reflection, integration of theory and practice, and clarity of argumentation.

• In-class activity and group participation (10%): Active involvement in exercises and group-based tasks during lecture sessions. Assessment will emphasize constructive contribution, engagement, and collaboration.

Detailed rubrics for each component will be provided during Lecture 1 and will be uploaded to the course's Brightspace.