This course aims at understanding the issues, practices and prospects of marketing in business markets. It will enable students to acquire a thorough understanding of models, concepts, strategies and trends in business marketing.
More specifically, students will be able to:
1. Understand the characteristics and the theoretical foundations of business marketing,
2. Learn about the practices and prospects of marketing in business markets,
3. Develop analytical and decision-making skills regarding business marketing strategy,
4. Use a universal, multi-sectoral and global approach,
5. Present concrete cases by highlighting experience in business marketing practices.
The learning process proposes an approach combining the following:
1. Use of current knowledge,
2. Compulsory reading of articles and case studies,
3. Presentation and class discussions on articles and case studies,
4. Written report on the work from each period.
The module will be complemented with learning and applications relative to : B2B Marketing, Digital Marketing in B2B context, Marketing of Services
Business marketing is marketing which takes place between businesses (companies, professions, trade businesses) or organisations (the State, public organisations, hospitals, associations)as opposed to consumer marketing
which focuses on consumers. In Business Marketing, customers are not consumers but other businesses or companies.
Business Marketing is very different from Consumer Marketing; it consists of managing the activities, the institutions and the processes such as creation, communication, delivery and offer exchange all of which have a value for customers, partners and the society. Marketing can be looked at as an organisational function and a set of processes for creating, delivering and communicating value to customers, and managing relationships in ways that benefit the organisation.
Business Marketing depends on the nature of the market and the business relationships, as well as the strategies and management tools used. In addition to the specific business markets, the total sales volume is much higher than for private markets. The turnover of trade between companies accounts for nearly 70% of all trade.
Marketing defines the service which the logistic process must provide. Integral part of the overall process of providing the product to the customer, marketing and logistic functions often work together. Marketing is located upstream from logistics (e.g. new product development and marketing strategy).
• CHAPTER1: THE THEATRE OF BUSINESS: FOUNDATIONS OF BUSINESS MARKETING
S1 Characteristics of Business Marketing
S2 Buying Behaviour B2B versus B2C
S3 Business Relations & Marketing Plan
S4 Discussion on the class project
S5 How to answer a case study
+ preliminary report is due
• CHAPTER 2: BEHIND THE CURTAIN: STUDY CASES & BUSINESS STRATEGIES
S6 Studies in the business environment (Case study 1)
S7 Business Strategies (Case study 2)
S8 Product & Innovation in Business (Case study 3)
S9 Power in Business (Case study 4)
S10 Presentation and discussion of the class project
+ Final report is due
•CHAPTER 3: ACTION! MANAGEMENT TOOLS IN BUSINESS MARKETING
S11 Talk/Speech on Sales & B2A
S12 Talk/Speech on Marketing Studies
S13 Talk/Speech on Cyber-espionage
S14 FINAL EXAMPrerequisites
Basics of strategic and operational marketing
40% : Oral presentation & report on the session project (teamwork)
10% : Worksop organized in class with writing and individual or group reports
50% : Final Exam (Individual)
Presence in class & participation (individual) can adjust the evaluation (+/- 10%)
• The session project focuses on a specific issue in business marketing. A list of topics will be provided at the beginning of the session. It is also possible to choose a different topic, but it must be accepted by your teacher. The report consists of writing up a literature review (in teams) on the chosen topic, identifying a problem and presenting the implications and limitations of the research. At least an empirical analysis or field analysis is required. At the end of session projects, a 15-minute oral presentation takes place in the class.
• Case studies studied in class are presented orally by one or two groups of students. Each oral presentation lasts 20 minutes followed by 30 minutes of questions. The evaluation is based on the quality of the proposed analysis, recommendations and the relevance of answers to questions.
• For the cases studied in class and not presented orally, a 2-page written summary is required.
• Class participation will be assessed based on the presence and relevance of the questions asked and comments made during presentations on case studies.
• The final exam covers all information covered in the course and no documents are allowed.
Etude de cas (dossier de session) : 50% (dossier et présentation orale en groupe)
TD et travaux spécifiques en cours : 10%
Partiel sur table : 40% (individuel)
The course exists in the following branches:
Course ID : 5GUC1904
You can find this course among all other courses.
Date of update June 6, 2014