Code
MGFE MKT 4401
Level
M1
Field
Marketing, commercial
Language
Anglais/English
ECTS Credits
2
Class hours
20
Total student load
60
Program Manager(s)
Department
- Management, Marketing et Stratégie
Educational team
Introduction to the module
Business to Business Marketing and Service Marketing are two specialised fields of marketing that are different from the traditionnally taught "consumer product marketing". However they represent an important share of the job market for marketing staff and it is important for students to develop these particular skills.
Learning goals/Programme objectives
- LG2 Having the ability to manage uncertainty and complexity with accuracy and rigor
Learning objectives/Intended learning outcomes
- 1.2 - Develop digital creativity for the individual and the organizational
- 2 - Having the ability to manage uncertainty and complexity with accuracy and rigor
- 2.2 - Explore solutions, decisions, and their relative and absolute impacts
- 2.4 - Implement a plan, prepare for changes, and measure the success of actions with regard to strategy and stakeholder
- 3.1 - Understand and employ basic concepts, knowledge and theories related to the discipline
- 3.2 - Apply discipline knowledge appropriately and effectively
- 3.4 - Select and employ judiciously appropriate techniques and tools within the discipline
- 4.2 - Understand and employ cross-disciplinary concepts, knowledge, theories
- 5.1 - Mobilize one's imagination and culture to understand contexts and interpret situations
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
Number of SDG's addressed among the 17
3
Pedagogical methods
The approach adopted includes synchronous lessons and applications, relying on multiple supports available asynchronously.
Tools: MOODLE + BBB
Evaluation and grading system and catch up exams
30% : B2B services marketing project
20% : Course participation and engagement
50% : Final exam (duration : 1h30)
Re-take exam : duration : 30 mn
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