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IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
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  
Independent work
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


Continuous assessment

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


  • 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 -

Ressources internet

* Informations non contractuelles et pouvant être soumises à modification
Vidéo : Un campus à vivre
Notre chaîne Youtube