Development of a marketing mix for a B2B online media portal in Germany

  • Jana Wilkens (Student)

Student thesis: Master's Thesis


In this study, a suitable marketing mix was developed for the startup idea of a B2B online mediaportal for the German nonfood sector. The thesis is based on theoretical principles of customerbehavior and the individual components of the marketing mix. On this basis, an empirical study was conducted in the form of seven qualitative expert interviews, which were evaluated using qualitative content analysis according to Mayring. Subsequently, a suitable marketing mixcould be developed for the startup. To ensure that the product meets customer expectations, all relevant and current information about the nonfood sector should be bundled on the portal. To exceed customer expectations, the portal should build a community area where industry members can share their experiences. The price for advertising on the portal should be 20% lowerthan the average price of the competitors. The portal should be distributed to the reading customers via online channels, especially via social media. To paying customers, i.e. companiesthat place ads on the portal, a sales person of the startup should arrange personal meetings. To successfully promote the portal, the focus should be on online and social media marketing. Inaddition, direct and database marketing should be carried out in the form of targeted newsletters. Furthermore, personal selling is important in order to build up a long-term customer relationship.
Date of Award25 Jan 2022
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorRute Xavier (Supervisor)


  • Business to business
  • Online media portal
  • Customer behavior
  • Marketing mix
  • Product
  • Price
  • Place
  • Promotion


  • Mestrado em Gestão e Administração de Empresas

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