Code
MGFE MKT 4401
Level
M1
Field
Marketing, commercial
Language
English
ECTS Credits
2
Class hours
20
Total student load
40
Program Manager(s)
Department
- Management, Marketing et Stratégie
Educational team
Introduction to the module
Business-to-Business (B2B) Marketing and Service Marketing are two specialised fields of marketing that differ significantly from the traditionally taught consumer goods marketing. Nevertheless, they represent a substantial share of the employment market for marketing professionals. It is therefore essential for students to develop a solid understanding of these domains and to acquire the specific analytical, strategic, and relational skills required to operate effectively in B2B and service-oriented contexts.
Learning objectives
- 1 - Utiliser les outils de l’intelligence digitale en s’assurant de leur impact durable et responsable
- 1.1 - Organiser les outils de l'intelligence digitale afin d'en assurer une utilisation pertinente, en tenant compte de la spécificité des contextes à traiter.
- 1.2 - Mobiliser les outils de l'intelligence digitale pour mettre en œuvre les transformations sociétale, numérique, énergétique et/ou environnementale des organisations, en garantissant leur impact durable et responsable.
Course Learning objectives
By the end of the module, students will be able to:
-Analyse the specific characteristics of B2B markets, service activities, and organisational buying behaviour.
-Evaluate value-creation and customer relationship mechanisms in B2B and service environments.
-Design marketing strategies tailored to business customers and service activities.
-Develop and manage a coherent service offering and customer experience.
-Apply B2B and services marketing tools to propose relevant improvement actions.
À l’issue du module, les étudiants seront capables de :
-Analyser les spécificités des marchés BtoB, des activités de services et des comportements d’achat organisationnels.
-Évaluer les mécanismes de création de valeur et de relation client dans les environnements BtoB et de services.
-Concevoir des stratégies marketing adaptées aux clients professionnels et aux activités de services.
-Élaborer et piloter une offre de services et une expérience client cohérentes.
-Mobiliser les outils du marketing BtoB et des services afin de proposer des actions d’amélioration pertinentes.
Content : structure and schedule
Session 1 : Marketing strategy - Reminders in the context of B2B services.
Session 2 : B2B Marketing
Session 3 : Services Marketing 1/2
Session 4 : Services marketing 2/2
Session 5 : B2B services marketing
Sustainable Development Goals
SDG 8 - Decent work and economic growth
SDG 9 - Industry, innovation and infrastructure
SDG 12 - Responsible consumption and production
SDG 8 – Decent Work and Economic Growth
The course develops B2B and service marketing skills that are highly demanded in the job market and essential for sustainable business growth.
SDG 9 – Industry, Innovation and Infrastructure
The course addresses how B2B and service marketing support industrial innovation, digital transformation, and the adoption of new business solutions.
SDG 12 – Responsible Consumption and Production
The course examines value co-creation, long-term relationships, and service-based models that promote more responsible production and consumption practices.
Ce module contribue au développement de compétences permettant aux étudiants d'intégrer les principes du développement durable dans les stratégies de marketing BtoB et de services. Il les sensibilise à la création de valeur responsable, à la qualité des relations avec les parties prenantes, à l'innovation durable et à la conception d'offres répondant aux enjeux économiques, sociaux et environnementaux. Les activités du module encouragent une réflexion critique sur les pratiques marketing et leur impact, en favorisant notamment la consommation et la production responsables (ODD 12), le travail décent et la croissance économique (ODD 8) ainsi que l'innovation, l'industrie et les infrastructures durables (ODD 9).
Number of SDG's addressed among the 17
3
Pedagogical methods
L’approche pédagogique adoptée repose sur des cours synchrones alternant apports théoriques et applications pratiques. Les séances sont complétées par des ressources mises à disposition de manière asynchrone afin de permettre aux étudiants de consolider leurs apprentissages et de travailler à leur rythme.
Les outils pédagogiques utilisés incluent la plateforme MOODLE pour l’accès aux supports de cours, aux ressources complémentaires et aux activités pédagogiques, ainsi que des outils de visioconférence pour les séances à distance et les interactions synchrones.
The pedagogical approach adopted combines synchronous lectures with practical applications and activities. It relies on multiple learning resources made available asynchronously, allowing students to deepen their understanding and work at their own pace.
The teaching tools used include the MOODLE platform for access to course materials, learning resources, and activities, as well as videoconferencing tools for remote synchronous sessions and interactions.
Evaluation and grading system and catch up exams
60% – Individual assessment: in-class case study (1 hour 30 minutes)
Students will be required to analyse a B2B market or service activity, identify organisational buying behaviours, evaluate value-creation mechanisms, and apply the concepts and tools covered in the course to formulate relevant recommendations.
40% – Group assessment: company case study report and presentation
Students will submit a written report based on a company case study and present their work during the final class. A total of 1 hour 30 minutes will be allocated to presentations by all groups.
Students will be required to design a B2B or services marketing strategy, develop an appropriate service offering and customer experience, and propose improvements incorporating customer relationship management, value creation, and co-creation with stakeholders.
Resit examination (duration: 1 hour 30 minutes)
An in-class written case study in services marketing or B2B marketing. This examination replaces 100% of the overall course grade.
Module Policies
Professor-Student Communication
● The professor will contact the students through their school email address (IMT-BS/TSP) and the Moodle portal. No communication via personal email addresses will take place. It is the student responsibility to regularly check their IMT-BS/TSP mailbox.
● Students can communicate with the professor by emailing him/her to his institutional address. If necessary, it is possible to meet the professor in his office during office-hours or by appointment.
Students with accommodation needs
If a student has a disability that will prevent from completing the described work or require any kind of accommodation, he may inform the program director (with supporting documents) as soon as possible. Also, students are encouraged to discuss it with the professor.
Class behavior
● Out of courtesy for the professor and classmates, all mobile phones, electronic games or other devices that generate sound should be turned off during class.
● Students should avoid disruptive and disrespectful behavior such as: arriving late, leaving early, careless behavior (e.g. sleeping, reading a non-course material, using vulgar language, over-speaking, eating, drinking, etc.). A warning may be given on the first infraction of these rules. Repeated violators will be penalized and may face expulsion from the class and/or other disciplinary proceedings.
● The tolerated delay is 5 minutes. Attendance will be declared on Moodle during these 5 minutes via a QR code provided by the teacher at each course start.
● Student should arrive on time for exams and other assessments. No one will be allowed to enter the classroom once the first person has finished the exam and left the room. There is absolutely no exception to this rule. No student can continue to take an exam once the time is up. No student may leave the room during an examination unless he / she has finished and handed over all the documents.
● In the case of remote learning, the student must keep his camera on unless instructed otherwise by the professor.
Honor code
IMT-BS is committed to a policy of honesty in the academic community. Conduct that compromises this policy may result in academic and / or disciplinary sanctions. Students must refrain from cheating, lying, plagiarizing and stealing. This includes completing your own original work and giving credit to any other person whose ideas and printed materials (including those from the Internet) are paraphrased or quoted directly. Any student who violates or helps another student violate academic behavior standards will be penalized according to IMT-BS rules.
Textbook Required and Suggested Readings
Services Marketing, Wirtz, J. & C. Lovelock, 8th edition
Business-to-Business Marketing : A step-by-step guide, Eardley, M. & C. Stewart
Keywords
B2B marketing, services marketing
Prerequisites
Fundamentals/Principles of Marketing