BtoB and services Marketing

Catalogue des cours de Institut Mines-Télécom Business School

Code

MGFE MKT 4401

Niveau

M1

Discipline

Marketing, commercial

Langue

Anglais/English

Crédits ECTS

2

Heures programmées

20

Charge totale étudiant

60

Coordonnateur(s)

Département

  • Management, Marketing et Stratégie

Equipe pédagogique

Introduction au 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.

Finalité d'apprentissage (Bloc de compétences)

  • LG2 Avoir la capacité de gérer l'incertitude et la complexité avec précision et rigueur

Objectifs d'apprentissage (compétences mères)

  • 1.2 - Développer la créativité numérique pour l'individu et l'organisation avec sobriété
  • 2 - Avoir la capacité de gérer l'incertitude et la complexité avec précision et rigueur
  • 2.2 - Explorer les solutions, les décisions et leurs impacts relatifs et absolus
  • 2.4 - Mettre en œuvre un plan, préparer les changements et mesurer le succès des actions au regard de la stratégie et des parties prenantes
  • 3.1 - Comprendre et utiliser les concepts de base, les connaissances et les théories liées à la discipline
  • 3.2 - Appliquer les connaissances de la discipline de manière appropriée et efficace
  • 3.4 - Actionner et utiliser judicieusement des techniques et des outils appropriés au sein de la discipline
  • 4.2 - Comprendre et utiliser des concepts, des connaissances et des théories interdisciplinaires
  • 5.1 - Mobiliser son imaginaire et sa culture pour comprendre les contextes et interpréter les situations

Contenu : structure du module et agenda

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

Contribution à l'atteinte des ODD (Objets du Développement Durable)

SDG 8 - Decent work and economic growth
SDG 9 - Industry, innovation and infrastructure
SDG 12 - Responsible consumption and production

Nombre d'ODD abordés parmi les 17

3

Méthode pédagogique

The approach adopted includes synchronous lessons and applications, relying on multiple supports available asynchronously.
Tools: MOODLE + BBB

Système de notation et modalités de rattrapage

30% : B2B services marketing project
20% : Course participation and engagement
50% : Final exam (duration : 1h30)
Re-take exam : duration : 30 mn

Règlement du module

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.

Références obligatoires et lectures suggérées

Services Marketing, Wirtz, J. & C. Lovelock, 8th edition
Business-to-Business Marketing : A step-by-step guide, Eardley, M. & C. Stewart

Mots-clés

B2B marketing, services marketing

Prérequis

Fundamentals/Principles of Marketing