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IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
Professeur(s) responsable(s)N.PAPAROIDAMIS
Intervenant(s)Nicholas PAPAROIDAMIS

Pré requis

The prerequisites for that course are :
- Marketing fundamentals (segmentation, marketing mix)
- Basis of marketing strategy

Objectifs du cours

In the 1960's, a new marketing discipline, called industrial marketing, was born when people started to develop several frameworks describing the buying behaviour of organisations. Together with traditional concepts and techniques from B2C marketing, such as target customers, positioning and the 7Ps, B2B marketing helps firms to apply marketing to the complexity of industrial markets.
At the end of the course, the student should be able to:
• Gain a detailed understanding of B2B customers and markets
• Combine managerial capabilities gained from other marketing courses and design creative strategies driving the creation of superior customer value
• Translate B2B value propositions into marketing instruments such as products'/services' design, sales delivery channels, communication and pricing
• Understand competitiveness mechanisms (for performance and marketing capabilities improvement)

Contenu du cours

1. What is Mkg B2B ?
2. Diferent type of Mkg B2B
3. Why is Mkg B2B different from Mkg B2C ?
4. Importance of surveys in Mkg B2B : segmentation criteria, market quantification, …
5. Decision chains & Buying process
6. Professional buyers specifications
7. B2B Communication : some specific tools
8. The selling force misssion

Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class16,00  
Independent work
Reference manual 's readings4,00  
Independent study
Group Project5,00  
Estimated personal workload5,00  
Charge de travail globale de l'étudiant38,00  

Méthodes pédagogiques

  • Presentation
  • E-learning
  • Research
  • Project work


Class final project presentation, exams

Type de ContrôleDuréeNombrePondération
Continuous assessment
Oral presentation0,50120,00
Final Exam
Written exam2,00180,00
TOTAL     100,00


  • Business To Business Marketing, A value-driven approach - Wim G. Biemans


* Informations non contractuelles et pouvant être soumises à modification
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