B to B Marketing

Code UE : US173A

  • Cours + travaux pratiques
  • 4 crédits

Responsable(s)

Jean-Michel RAICOVITCH

Stéphane BOURLIATAUX-LAJOINIE

Public et conditions d'accès

Master in Management MIM M2 group: Project Management & Business Plan and E-Business and Digital Marketing

Objectifs pédagogiques

This course aims to present and analyse the impact of digital on B to B strategies. Today with the turbulent markets, increased competition, distribution channels in flux, price pressures, etc ... it is critical to gain knowledge, tools and techniques to use of new technologies for business marketing and develop skills for C and B to B.  This course will bring leading-edge thinking and practice for developing skills for business marketers. Objectives:
1. To understand what is  the B2B marketing and its component
2. To gain knowledge, tools, and techniques for business marketing and to develop skills especially for B to B  business
3. To know how to activate concretely every component to reach its B2B objectives

Mots-clés

Contenu

The following points will be covered during the course:
What is B to B marketing?
  • Identifying the target
  • Designing one’s product
  • Choosing one’s pricing strategy
  • Business Projects
  • Business Projects
  • Segmentation and Competitive strategies
  • Distribution channels
  • Brands and branding
  • Communication tools

Modalité d'évaluation

Final examination                                                 
Group presentations/mid-term exam                   
Professor’s discretion                                          

Bibliographie

  • Ruth P. Stevens, Theresa C. Kushner : B2B Data-Driven Marketing: Sources, Uses, Results, by Ruth P. Stevens (Author), Theresa C. Kushner (Author)

Cette UE apparaît dans les diplômes et certificats suivants

Contact

Cnam - IIM - EPN stratégies - Programmes Master in Management (MIM)
EPN15, 2 rue Conté bureau 31.2.31
75003 Paris
Tel :00 33 1 58 80 85 64
Sophie Le Liboux

Voir les dates et horaires, les lieux d'enseignement et les modes d'inscription sur les sites internet des centres régionaux qui proposent cette formation

Enseignement non programmé s'il s'agit d'un diplôme, d'un certificat ou d'une UE ou enseignement qui ne fait jamais l'objet d'une programmation s'il s'agit d'une UA ou d'une US (le code formation commence alors par UA ou US).