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/Intended learning outcomes
- 1 - Master advanced and specialised uses of digital intelligence tools, ensuring their sustainable and responsible impact
- 1.1 - Audit advanced and specialised uses of digital intelligence tools in order to deploy them appropriately, taking into account the strategic context of organisations.
- 2 - Produce and mobilise highly specialised knowledge, derived from critical thinking, in a field of expertise
- 2.1 - Analytical reasoning and problem solving
- 2.1.1 - Problem Identification and Formulation
- 2.1.5 - Solution and Recommendation
- 2.2 - Drive creativity by mobilising ideation techniques and promoting interdisciplinarity and collaborative work to provide innovative solutions to complex issues in multicultural and international contexts.
- 3 - Communicate strategically in global and multicultural environments
- 3.1 - Identify, select and critically analyse various specialised and innovative resources, using ad hoc digital tools and in light of DDRSE issues, in order to inform decision-making on complex subjects.
Rubrics
Analyse des marchés BtoB et des services
Capacité à comprendre les spécificités des marchés professionnels et des logiques de services.
Conception de stratégies marketing BtoB et services
Capacité à élaborer des stratégies orientées valeur, relation client et co-création.
Management de l’offre et de l’expérience client
Capacité à concevoir, piloter et évaluer une offre de services et une expérience client adaptée aux contextes BtoB.
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.
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
50% : B2B services marketing project
10% : Course participation and engagement
40% : Final exam (duration : 1h30)
Re-take exam (duration : 1h30) : A case study on service marketing or BtoB marketing it is a sit in exam.
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