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

Prerequisites

The prerequisites for that course are :
- Marketing fundamentals (segmentation, mix marketing, …)
- Basis of marketing strategy

Learning outcomes

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

Course description

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

Class type

Class structure

Teaching methods

• Interactive class
• Presentation
• Project work
• Research

Assessment

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.

Recommended reading

• 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 -