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Our Degree Programs
Establishment
Language of instruction
English
Teaching content
MARKETING
Training officer(s)
C.REFFET
Stakeholder(s)
C.REFFET
Présentation
Prerequisite
Fundamentals of marketing course.
All students are expected to show interest, curiosity and motivation to learn about the specific context of B2B business
All students are expected to show interest, curiosity and motivation to learn about the specific context of B2B business
Goal
At the end of the course, the student should be able to be operational and efficient in an international and intercultural marketing business to business environment.
Presentation
In line with the professional orientation of the Bachelor in international Business, the students will develop their knowledge and skills in the marketing field thanks to a practical approach based on various high-quality case studies.
The topics covered will give the students the necessary theoretical knowledge to understand the specificities of the B2B businesses with a focus on the interaction between Sales and Marketing.
The course will help students apprehend how to create and develop customer value in a B2B environment.
The topics covered will give the students the necessary theoretical knowledge to understand the specificities of the B2B businesses with a focus on the interaction between Sales and Marketing.
The course will help students apprehend how to create and develop customer value in a B2B environment.
Modalités
Organization
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Cours interactif | 24,00 | ||
| Travail personnel | |||
| Individual Project | 18,00 | ||
| Charge de travail personnel indicative | 10,00 | ||
| Autoformation | |||
| Lecture du manuel de référence | 18,00 | ||
| E-Learning | 5,00 | ||
| Overall student workload | 75,00 | ||
Evaluation
The assessment of the course will be based on four criteria :
- Active participation in class
- Individual preparation work for each session including reading book/articles and case studies material
- At least one individual presentation in class
- A final exam consisting in a case study
- Active participation in class
- Individual preparation work for each session including reading book/articles and case studies material
- At least one individual presentation in class
- A final exam consisting in a case study
| Control type | Duration | Amount | Weighting |
|---|---|---|---|
| Contrôle continu | |||
| Participation | 24,00 | 9 | 25,00 |
| Présentation orale | 0,17 | 1 | 25,00 |
| Examen (final) | |||
| Examen écrit | 2,00 | 1 | 50,00 |
| TOTAL | 100,00 | ||
Ressources
Bibliography
Business to business marketing, a value-driven approach - Wim G.Biemans - McGraw-Hill
Business to Business marketing: from industrial to business marketing, adaptation from 5th French edition, De Boeck - Philippe Marvel & Christophe Bénaroya
Marketing Management, 15th Edition, Pearson - Philip Kotler & Kevin Lane Keller
Foundations of Marketing, 5th Edition, McGraw-Hill Education (UK) Ltd. - John Fahy & David Jobber
Business to Business marketing: from industrial to business marketing, adaptation from 5th French edition, De Boeck - Philippe Marvel & Christophe Bénaroya
Marketing Management, 15th Edition, Pearson - Philip Kotler & Kevin Lane Keller
Foundations of Marketing, 5th Edition, McGraw-Hill Education (UK) Ltd. - John Fahy & David Jobber
Internet resources