Business to Business marketing
[LSMS2004]
[30h] 5 credits
This course is not taught in 2009-2010
Teacher(s):
Language: English
Level: Second
Aims
To develop marketer's competencies (analysis, decision and action) in a professional market
Main themes
B2B specificities, Buying, Industrial Segmentation, Projects and public market, Industrial product management, innovation management, Price, Industrial marketing, Branding and loyalty management
Content and teaching methods
Content
See "scope" above
Methods
In-class activities
- Lectures
- Exercices/PT
At home activities
- Readings to prepare the lecture
- Exercices to prepare the lecture
- Paper work
Other information (prerequisite, evaluation (assessment methods), course materials recommended readings, ...)
Evaluation : Case studies preparation (group and/or individual)
Support : Textbook recommended (Malaval, B2B Mkt) and slides provided through iCampus
References : Provided during the class
Pedagogic team : Professor's weekly open door
Other : -
Internationalisation
- international content
- international case study
Corporate features
- conference
- case study
- corporate guest
- company visit