Marketing B to B

Crédit : 2 ECTS
Langue du cours : anglais

Volume horaire

  • CM : 18 h

Compétences à acquérir

The learning outcomes are summarized in the following abilities :
  • Being able to identify the scope of Business to Business Marketing, the differences with Business to Consumer Marketing and the principles tied to it, etc.
  • Knowing the array of surveys B2B and making a choice
  • Using the main specific tools, i. e. business field modelization, B2B segmentation, B2B customer database and CRM, distribution typology, seling process
  • Building a marketing plan adapted to large, medium and small enterprises including internet strategies

Description du contenu de l'enseignement

The course will provide the first components of expertise to students in order to become practitioners in B2B Marketing. It has the objective of developing capacities to elaborate analysis, strategy and operational plans in B2B business fields by using the main marketing principles and tools. It also gives an understanding of the different tasks and relations of a B2B product manager. The sessions contain lectures as well as tutorial seminars.

Mode de contrôle des connaissances

  • Cases made in work groups : 50%
  • Exam : 50%
  • A special bonus or malus can be given to students who have exceptional participation or nuisance

Bibliographie, lectures recommandées

Obligatoire / compulsary :
  • Marc Diviné; Marketing B to B, principes et outils, de la stratégie à la vente. Editeur Vuibert, 2014.

Conseillés / recommended :
  • Michael Hutt & Thomas W. Speh; Business Marketing Management B2B, 2013 Eleventh edition, South Western Cengage Learning.
  • Blythe J.; Zimmerman A. Business to Business Marketing Management. Thomson, 2013.
  • Philippe MALAVAL, Marketing Business to Business, Pearson, 2013.

Enseignant responsable


Année universitaire 2017 - 2018 - Fiche modifiée le : 12-02-2018 (10H13) - Sous réserve de modification.