Établissement
Langue d'enseignement
English
Matières
MARKETING
Ce cours apparaît dans les formation(s) suivante(s)
Diplôme IÉSEG (Bac +5) Programme Grande École
- Crédits ECTS:
Responsable(s)
V.DARMON
Intervenant(s)
Véronique DARMON
Présentation
Prérequis
The prerequisites for that course are :
- Marketing fundamentals (segmentation, mix marketing, …)
- Basis of marketing strategy
- Marketing fundamentals (segmentation, mix marketing, …)
- Basis of marketing strategy
Objectifs
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
Présentation
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
Organisation
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 |
Évaluation
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
Bibliographie
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 -