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IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
Bachelor in International Business2S2English
Professeur(s) responsable(s)C.REFFET

Objectifs du cours

The objective of the course is to provide an understanding of the specificities of business-to-business marketing and to explain its role as a key determinant in any modern business environment.

Contenu du cours

The interactive sessions are structured in the following way:
Session 1: What is BtoB marketing? The different types of marketing BtoB
Session 2: Marketing BtoB vs marketing BtoC: similarities and differences
Session 3: Strategic issues for companies operating in BtoB, partnerships & organizational issues
Session 4: Industrial marketing
Session 5: Purchasing & Supply Chain
Session 6: The marketing of Services
Session 7: The BtoB customer
Session 8: Selling in a BtoB world
Session 9: Promotion and Communication tools for BtoB marketing
Session 10: BtoB companies challenge in a digital world

Modalités d'enseignement

Organisation du cours

This course consists of E-learning ((E-)book reading and online sessions) and interactive sessions where students will work on various study cases in small groups.

TypeNombre d'heuresRemarques
Face to face
Interactive class24,00  
Independent work
Reference manual 's readings18,00  
Independent study
Group Project14,00  
Charge de travail globale de l'étudiant72,00  

Meetings and discussions with Marketing professionals from local BtoB companies, operating internationally for some of them, will be organized.

Méthodes pédagogiques

  • Lecture
  • Presentation
  • E-learning
  • Research
  • Visits/fields trips
  • Interactive class
  • Lecture by professional people
  • Case study
  • Fields trips
  • Coaching


The course uses a mixture of continuous assessment, group study cases and exams with adequate weightage given to individual work and working in a group

Type de ContrôleDuréeNombrePondération
Continuous assessment
Case study0,00815,00
Individual Project0,00115,00
Final Exam
Written exam2,00150,00
TOTAL     100,00


  • Business to business marketing, a value-driven approach - Wim G.Biemans - McGraw-Hill

Ressources internet

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