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Establishment
Language of instruction
English
Teaching content
MARKETING
This course occurs in the following program(s)
IESEG Degree - Programme Grande École
- Crédits ECTS:
Training officer(s)
V.DARMON
Stakeholder(s)
Véronique DARMON
Présentation
Prerequisite
The prerequisites for that course are :
- Marketing fundamentals (segmentation, mix marketing, …)
- Basis of marketing strategy
- Marketing fundamentals (segmentation, mix marketing, …)
- Basis of marketing strategy
Goal
At the end of the course, the student should be able to:
- understand better the importance and the specifications of the B2B market
- consider how the B2B market (and thus B2B marketing) differs from the consumer market
- understand the industry network concept, the specification of the decision process in a B2B purchase.
- be able to define a mix marketing on a B2B offer
- understand better the importance and the specifications of the B2B market
- consider how the B2B market (and thus B2B marketing) differs from the consumer market
- understand the industry network concept, the specification of the decision process in a B2B purchase.
- be able to define a mix marketing on a B2B offer
Presentation
1. What is Mkg B2B ?
2. Diferent type of Mkg B2B
3. Why is Mkg B2B different from Mkg B2C ?
4. Importance of surveys in Mkg B2B : segmentation criteria, market quantification, …
5. Decision chains & Buying process
6. Professional buyers specifications
7. B2B Communication : some specific tools
8. The selling force misssion
2. Diferent type of Mkg B2B
3. Why is Mkg B2B different from Mkg B2C ?
4. Importance of surveys in Mkg B2B : segmentation criteria, market quantification, …
5. Decision chains & Buying process
6. Professional buyers specifications
7. B2B Communication : some specific tools
8. The selling force misssion
Modalités
Organization
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Cours interactif | 16,00 | ||
| Travail personnel | |||
| Charge de travail personnel indicative | 16,00 | ||
| Autoformation | |||
| Recherche | 4,00 | ||
| Overall student workload | 36,00 | ||
Evaluation
This course consists of interactive sessions introducing the concepts and illustrating them through cases and exercises in order to place these concepts in real companies life.
A brief MCQ will take place during the course, while a research project will be asked to the students and will be followed by an oral presentation in class in front of the group.
A brief MCQ will take place during the course, while a research project will be asked to the students and will be followed by an oral presentation in class in front of the group.
| Control type | Duration | Amount | Weighting |
|---|---|---|---|
| Contrôle continu | |||
| Participation | 16,00 | 1 | 10,00 |
| QCM | 0,50 | 1 | 25,00 |
| Examen (final) | |||
| Examen écrit | 1,00 | 1 | 40,00 |
| exposé | |||
| exposé | 0,25 | 1 | 25,00 |
| TOTAL | 100,00 | ||
Ressources
Bibliography
BAUMANN – Marketing Industriel – NATHAN -
LENDREVIE – MERCATOR – 9° éd. DUNOD -
DAYAN – Marketing B to B – 5° éd.; VUIBERT -
MALAVAL – Marketing Business to Business – 4° éd. PEARSON -
MICHEL – Marketing Industriel Stratégies et mise en œuvre – 2° éd. - ECONOMICA -
LENDREVIE – MERCATOR – 9° éd. DUNOD -
DAYAN – Marketing B to B – 5° éd.; VUIBERT -
MALAVAL – Marketing Business to Business – 4° éd. PEARSON -
MICHEL – Marketing Industriel Stratégies et mise en œuvre – 2° éd. - ECONOMICA -