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BUSINESS TO BUSINESS MARKETING

2017-2018

IESEG School of Management ( IÉSEG )

Code Cours :

1718-IÉSEG-M1S1S2-MKT-MA-EI46UE

MARKETING


Niveau Année de formation Période Langue d'enseignement 
Master1S1S2English
Professeur(s) responsable(s)C.REFFET
Intervenant(s)Catherine REFFET


Pré requis

Students registering for this course must have an interest for BtoB marketing. Fundamentals of marketing (segmentation, marketing mix) are required.

Objectifs du cours

At the end of the course, the student should be able to: - Know the major differences between BoB and BtoC marketing and apply them appropriately for a company working on both markets - Produce value creation and competitiveness strategies adapted to BtoB markets and environments The course will contribute to develop the Master’s student marketing skills and prepare him to work in a BtoB environment.

Contenu du cours

The course will offer a balanced combination between theory and experimentation through case studies and meetings with marketing professionals from the BtoB sector. Organization of the sessions: Session 1: What is BtoB marketing? The different types of BtoB marketing Session 2 : The BtoB customer - Selling in a BtoB world Session 3 : Industrial marketing, Purchasing & Supply Chain Session 4 : Promotion and Communication tools for BtoB marketing Session 5 : Strategic issues for companies operating in BtoB, partnerships / organizational issues, the digital challenge Session 6 : BtoB vs BtoC and developing efficient strategies when you are a company operating on both markets


Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class9,00  
Tutorials5,00  
Coaching2,00  
Independent work
Research6,00  
Reference manual 's readings6,00  
Independent study
Group Project6,00  
Estimated personal workload4,00  
Charge de travail globale de l'étudiant38,00  

Méthodes pédagogiques

  • Presentation
  • E-learning
  • Research
  • Visits/fields trips
  • Project work
  • Interactive class
  • Case study
  • Coaching


Évaluation

Continuous assessment

Type de ContrôleDuréeNombrePondération
Continuous assessment
Participation16,00620,00
Others
Case study12,00540,00
Group Project6,00140,00
TOTAL     100,00

Bibliographie

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

    McGrawHill

  • Business to Business marketing: from industrial to business marketing - Philippe Marvel & Christophe Bénaroya, DeBoeck -

  • Marketing Management 15th edition - Philip Kotler & Kevin Lane Keller, Pearson -




 
* Informations non contractuelles et pouvant être soumises à modification
 
 
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