FORMATIONS |
Fiche détaillée d'un cours
![]() | B TO B MARKETING | ||
2017-2018 | IESEG School of Management
(
IÉSEG
)
| ||
Code Cours : | 1718-IÉSEG-BB2S2-MKT-BB2CE02UE | MARKETING |
Niveau | Année de formation | Période | Langue d'enseignement |
---|---|---|---|
Bachelor in International Business | 2 | S2 | English |
Professeur(s) responsable(s) | C.REFFET |
---|---|
Intervenant(s) | C.REFFET |
- Ce cours apparaît dans les formations suivantes :
- IÉSEG > Bachelor in International Business > SEMESTER 4 > 3,00 ECTS
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
Type | Nombre d'heures | Remarques | |
---|---|---|---|
Face to face | |||
Interactive class | 24,00 | ||
Independent work | |||
Reference manual 's readings | 18,00 | ||
E-Learning | 16,00 | ||
Independent study | |||
Group Project | 14,00 | ||
Charge de travail globale de l'étudiant | 72,00 |
Méthodes pédagogiques
- Lecture
- Presentation
- E-learning
- Research
- Visits/fields trips
- Project work
- Interactive class
- Lecture by professional people
- Case study
- Fields trips
- Coaching
Évaluation
Continuous assessment
Type de Contrôle | Durée | Nombre | Pondération |
---|---|---|---|
Continuous assessment | |||
Participation | 24,00 | 9 | 20,00 |
Others | |||
Case study | 0,00 | 8 | 15,00 |
Individual Project | 0,00 | 1 | 15,00 |
Final Exam | |||
Written exam | 2,00 | 1 | 50,00 |
TOTAL | 100,00 |
Bibliographie
- Business to business marketing, a value-driven approach - Wim G.Biemans - McGraw-Hill
Ressources internet
* Informations non contractuelles et pouvant être soumises à modification