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
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.
