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BUSINESS TO BUSINESS MARKETING

2016-2017

IESEG School of Management ( IÉSEG )

Code Cours :

1617-IÉSEG-M1S2-MKT-MA-EE57UE

MARKETING


Niveau Année de formation Période Langue d'enseignement 
Master1S2English
Professeur(s) responsable(s)V.DARMON
Intervenant(s)Véronique DARMON


Pré requis

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

Objectifs du cours

At the end of the course, the student should be able to:
- understand better the importance and the specifications of the B2B market
- consider how the B2B market (and thus B2B marketing) differs from the consumer market
- understand the industry network concept, the specification of the decision process in a B2B purchase.
- be able to define a mix marketing on a B2B offer

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 study
Estimated personal workload16,00  
Independent work
Research4,00  
Charge de travail globale de l'étudiant36,00  

Méthodes pédagogiques

  • Presentation
  • Research
  • Project work
  • Interactive class


Évaluation

This course consists of interactive sessions introducing the concepts and illustrating them through cases and exercises in order to place these concepts in real companies life.
A brief MCQ will take place during the course, while a research project will be asked to the students and will be followed by an oral presentation in class in front of the group.

Type de ContrôleDuréeNombrePondération
Continuous assessment
Participation16,00110,00
QCM0,50125,00
Final Exam
Written exam1,00140,00
presentation
statement0,25125,00
TOTAL     100,00

Bibliographie

  • BAUMANN – Marketing Industriel – NATHAN -

  • LENDREVIE – MERCATOR – 9° éd. DUNOD -

  • DAYAN – Marketing B to B – 5° éd.; VUIBERT -

  • MALAVAL – Marketing Business to Business – 4° éd. PEARSON -

  • MICHEL – Marketing Industriel Stratégies et mise en œuvre – 2° éd. - ECONOMICA -




 
* Informations non contractuelles et pouvant être soumises à modification
 
 
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