B2B Marketing in the Information Age
Catalogue des cours de Institut Mines-Télécom Business School
Code
MKT 7002
Niveau
Graduate (M2)
Domaine
Marketing, commercial
Langue d'enseignement
Anglais
Crédits ECTS
3
Heures programmées / Charge de travail
21 / 100
Responsable(s)
- GUPTA Bhumika
Département
- Management, Marketing et Stratégie
Objectifs
After this course you will be able to:
• Apply the basic concepts and principles of B2B marketing;
• Segment customers and position an organization in the marketplace;
• An enhanced understand markets and customers;
• Manage customer relationship management;
• Build a value proposition;
• Understand product, service and channel management;
• Develop an integrated B2B marketing mix;
• Identify current developments in B2B marketing;
• Understand the relationship between marketing and sales;
• Contribute more effectively to the B2B marketing activities of the organization.
Contenu
The course examines B-to-B marketing issues within the European and international environments focusing on the the contribution of e-enabled aspects of these activities. Specifically, the course shall address issues related to marketing strategy and planning, organizations as customers, strategic analysis of both industry and markets, market and marketing research and intelligence, selecting a business market and managing the business product portfolio. All of these issues are addressed with the strategic aim of establishing a sustainable, profitable competitive advantage in a business marketing world increasingly subject to the forces of globalization.
Prérequis
Bachelor's degree or postgraduate diploma or appropriate professional qualification
Mots-clés
Evaluation
- Call attendance and active participation: 10%
- Exercises : 15%
- Cases analyses and other group work: : 75%
Approches pédagogiques
Lectures, seminars, case analyses, exercises and group presentations.
Programme
Programme grande école,Master of Science