Code
MGFF MKT 4001
Level
M1
Field
Marketing, commercial
Language
Français/French
ECTS Credits
1
Class hours
15
Total student load
20
Program Manager(s)
Department
- Management, Marketing et Stratégie
Educational team
Introduction to the module
L'apport du marketing dans une organisation s'inscrit dans un contexte sectoriel donné. Les fondements du marketing, souvent appréhendés dans des contextes de produits de grande consommation, se révèlent insuffisants pour établir une stratégie marketing propre à un secteur industriel ou dans l'univers des services.
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
Séance 1 : STRATEGIE MARKETING / RAPPELS
Séance 2 : : MARKETING B2B
Séance 3 : - MARKETING des SERVICES 1/2
Séance 4 : MARKETING des SERVICES 2/2 -
Séance 5: - MARKETING DES SERVICES en B-to-B
Sustainable Development Goals
ODD n°8 - Travail décent et croissance économique
ODD n°9 - Industrie, innovation et infrastructure
ODD n°12 - Consommation et production responsables
Number of SDG's addressed among the 17
3
Pedagogical methods
L'approche adoptée inclut des cours et des mise en application synchrones, relayés par des supports multiples mis à disposition de façon asynchrone.
Outils : MOODLE + BBB
Evaluation and grading system and catch up exams
Note "CF1" (1ère session) = 50% Projet de groupe de conception d'un service B2B + 50% Contrôle final individuel sur table (durée : 1h30)
Note "CF2" (2ème session) = 100% de la note du rattrapage
Tout devoir remis hors délai sera crédité de la note de 0. Les notes peuvent être individualisées selon la participation.
En cas d'échec au CF1, un examen de rattrapage (CF2) individuel est organisé et il compte pour 100% de la note finale.
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
Marketing B2B - Diviné, Marc (2015)
Marketing des services (2014), Gabriel, P. et al.
Keywords
marketing B2B, marketing des services
Prerequisites
Les étudiants doivent avoir une connaissance des fondements et variables d'action marketing (module de 1ère année)