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Business Marketing - 5GUC1904

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  • Number of hours

    • Lectures : 27.0
    • Tutorials : 27.0
    • Laboratory works : -
    • Projects : -
    • Internship : -
    • Written tests : -
    ECTS : 6.0
  • Officials : Eric MAZAUD


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).

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

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

S11 Talk/Speech on Sales & B2A
S12 Talk/Speech on Marketing Studies
S13 Talk/Speech on Cyber-espionage



Basics of strategic and operational marketing
Marketing management, 11e édition de Philip Kotler, Bernard Dubois, Delphine Manceau
Mercator – Jacques Lendrevie / Denis Lindon
Le Grand Livre du Marketing digital – Rémy Marrone / Claire Gallic


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%)
This module is compatible with online organisation
Catch up only possible for final exam (individual)

• 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 included in the course and no documents are allowed.

Calcul note finale :
ECPODG*50% + TDI/G*10% + EEFI*40%


The course exists in the following branches:

  • Curriculum - Engineer IPID apprentice program - Semester 9
  • Curriculum - Master 2 GI SIE program - Semester 9
  • Curriculum - Engineer student Master PD - Semester 9
  • Curriculum - Engineer student Master SCM - Semester 9
  • Curriculum - Master 2 GI SIE program - Semester 9
see the course schedule for 2022-2023

Additional Information

Course ID : 5GUC1904
Course language(s): FR

You can find this course among all other courses.


  • Robert F. Dwyer et John F. Tanner (2012), Business Marketing: Connecting Strategy, Relationships, and Learning, McGraw-Hill International Edition.
  • Bernard Cova et Robert Salle (2003), Le Marketing d'affaires : Stratégies et méthodes pour vendre des projets ou des solutions, 2nde édition, Dunod.
  • Philippe Malaval et Christophe Benaroya, Marketing Business to Business : du marketing industriel au marketing au marketing d'affaires, 3e edition, Pearson Education

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Date of update June 6, 2014

Université Grenoble Alpes