This class exists in these courses :
• IÉSEG > IESEG Degree - Programme Grande École > Semester 1 > 2,00 ECTS
• IÉSEG > IESEG Degree - Programme Grande École > Semester 2 > 2,00 ECTS

Prerequisites

Students registering for this course must have an interest for B2B marketing.
Fundamentals of marketing are required.

Learning outcomes

At the end of the course, the student should be able to:
- Know the major differences between B2B and B2C marketing and apply them appropriately for a company working on both markets
- Produce value creation and competitiveness strategies adapted to B2B markets and environments
The course will contribute to develop the Master’s student marketing skills and prepare him/her to work in a B2B environment.

Course description

This course presents an introduction to B2B marketing covering its various aspects:
Session 1: What is B2B marketing? The different types of B2B marketing - Industrial marketing, Purchasing & Supply Chain
Session 2 : The B2B customer - Selling in a B2B world
Session 3 : Promotion and Communication tools for B2B marketing - Strategic issues for companies operating in B2B, partnerships / organizational issues, the digital challenge
Session 4 : B2B vs B2C marketing - Developing efficient strategies when you are a company operating on both markets
The teaching method is based on blended learning and in-class coaching. Many case studies will be used to give the opportunity to the students to critically apply the concepts studied and to discuss possible strategies and tactics. A guest-speaker may come once to share his/her experience. An active, interactive, and critical approach is fundamental for this course.

Class type

Class structure

Teaching methods

• Case study
• Coaching
• Conference
• E-learning
• Interactive class
• Presentation
• Project work
• Research

Assessment

The assessment will be based on four criteria :
- Active participation in class
- Individual preparation work for each session including reading case studies material
- One individual presentation in class
- Final group assignment

Recommended reading

• Business to Business Marketing: a value-driven approach - Wim G.Biemans, McGrawHill -

• Business to Business marketing: from industrial to business marketing - Philippe Marvel & Christophe Bénaroya, DeBoeck -

• Marketing Management 15th edition - Philip Kotler & Kevin Lane Keller, Pearson -

Internet resources

• IESEG Online