B to B Marketing
Code UE : US173A
- Cours + travaux pratiques
- 4 crédits
Responsable(s)
Jean-Michel RAICOVITCH
Elie LIBERMAN
Public, conditions d’accès et prérequis
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
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?
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
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)
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Intitulé de la formation |
Type |
Modalité(s) |
Lieu(x) |
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Intitulé de la formation
Master Droit, économie et gestion mention marketing, vente Parcours E-Business and Digital Marketing
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Lieu(x)
Package
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Lieu(x)
Paris
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Lieu(x)
Initial
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Lieu(x)
Paris
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|||
Lieu(x)
Alternance
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Lieu(x)
Plaine Saint-Denis
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|||
Intitulé de la formation
Diplôme d'établissement Master of Science in Management Parcours Project Management
|
Lieu(x)
Package
|
Lieu(x)
Paris
|
||
Intitulé de la formation
Diplôme d'établissement Master of Science in Management Parcours E-business and digital marketing
|
Lieu(x)
Package
|
Lieu(x)
Paris
|
||
Intitulé de la formation | Type | Modalité(s) | Lieu(x) |
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
EPN15, 2 rue Conté bureau 31.2.31
75003 Paris
Tel :00 33 1 58 80 85 64
Sophie Le Liboux
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Enseignement non encore programmé
Code UE : US173A
- Cours + travaux pratiques
- 4 crédits
Responsable(s)
Jean-Michel RAICOVITCH
Elie LIBERMAN
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