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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: 2.00
Training officer(s)
R.KAMBAYASHI
Stakeholder(s)
DI COSTANZO Patricia
Présentation
Goal
At the end of the course, the student should be able to:
- Understand the role of marketing and its contribution on the firm's growth strategy
- Be aware of the main challenges and new realities of marketing and how to deal with them as marketeurs
- Develop a compelling marketing strategy in a real-life situation
- Understand the characteristics of developing relationships with B2B customers
- Assess the key components of a succesful KAM strategy
- Define a value-based commercial proposal and know how to deal with B2B negotiations
- Understand the role of marketing and its contribution on the firm's growth strategy
- Be aware of the main challenges and new realities of marketing and how to deal with them as marketeurs
- Develop a compelling marketing strategy in a real-life situation
- Understand the characteristics of developing relationships with B2B customers
- Assess the key components of a succesful KAM strategy
- Define a value-based commercial proposal and know how to deal with B2B negotiations
Presentation
PART I: Strategic marketing
1- The role of marketing and its contribution to the company's growth
2- The new realities of marketing: new trends and challenges
3- Marketing strategy development: concepts and tools, elements of a marketing strategy and marketing plan.
4- Team project on an assigned B2B Marketing business case
PART II: Commercial Development
1- Charateristics of B2B clients, key success factors to manage B2B clients and implement a succesful B2B commercial strategy.
2- Characteristics of a compelling commercial proposal, challenges for B2B negotiations and key factors to succeed in this type of negotiations.
3-Team project on an asigned business case.
1- The role of marketing and its contribution to the company's growth
2- The new realities of marketing: new trends and challenges
3- Marketing strategy development: concepts and tools, elements of a marketing strategy and marketing plan.
4- Team project on an assigned B2B Marketing business case
PART II: Commercial Development
1- Charateristics of B2B clients, key success factors to manage B2B clients and implement a succesful B2B commercial strategy.
2- Characteristics of a compelling commercial proposal, challenges for B2B negotiations and key factors to succeed in this type of negotiations.
3-Team project on an asigned business case.
Modalités
Organization
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Cours interactif | 32,00 | Lecturing, class debates, class exercises, videos. | |
| Travail personnel | |||
| Group Project | 8,00 | Develop an in-class presentation for assessment. | |
| Overall student workload | 40,00 | ||
Evaluation
Final grades will be the result of continuous assessment (role plays, exercises, group projects and individual participation in class) and a final exam.
| Control type | Duration | Amount | Weighting |
|---|---|---|---|
| Contrôle continu | |||
| Participation | 32,00 | 3 | 10,00 |
| Examen (final) | |||
| Examen écrit | 2,00 | 3 | 50,00 |
| Autres | |||
| Projet Collectif | 1,00 | 3 | 40,00 |
| TOTAL | 100,00 | ||
Ressources
Bibliography
Kotler, Keller: «Marketing Management», Pearson, 15e -
Johnson, Whittington, Scholes, Andwin, Regner: «Exploring strategy», Pearson, 10e -
V. Kumar: «Managing customers for profit», Pearson -
Cheverton, “Key Account Management”, “ Global Account Management: a complete action kit of tools and techniques for managing key global customers” -
REVIEWS : HBR, 2012: « Creating a marketing plan: an overview »• -
HBR 2011: « Five challenges facing marketing » -
Marc de Swaan Arons, Frank van den Driest, Keith Weed : « The ultimate marketing machine », HBR 2014 -
HBR, 2017: "The new sales imperative" -
HBR 2017: "Target the right market" -
Johnson, Whittington, Scholes, Andwin, Regner: «Exploring strategy», Pearson, 10e -
V. Kumar: «Managing customers for profit», Pearson -
Cheverton, “Key Account Management”, “ Global Account Management: a complete action kit of tools and techniques for managing key global customers” -
REVIEWS : HBR, 2012: « Creating a marketing plan: an overview »• -
HBR 2011: « Five challenges facing marketing » -
Marc de Swaan Arons, Frank van den Driest, Keith Weed : « The ultimate marketing machine », HBR 2014 -
HBR, 2017: "The new sales imperative" -
HBR 2017: "Target the right market" -