 | Study programme 2019-2020 | Français | |
| Marketing and Positioning | |||
Learning Activity |
| Code | Lecturer(s) | Associate Lecturer(s) | Subsitute Lecturer(s) et other(s) | Establishment |
|---|---|---|---|---|
| I-MANA-121 |
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| Language of instruction | Language of assessment | HT(*) | HTPE(*) | HTPS(*) | HR(*) | HD(*) | Term |
|---|---|---|---|---|---|---|---|
| Français | Français | 24 | 16 | 0 | 0 | 0 | Q2 |
| Organisational online arrangements for the end of Q3 2019-2020 assessments (Covid-19) |
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| Description of the modifications to the Q3 2019-2020 online assessment procedures (Covid-19) |
| Les modalités d'évaluation sont communiquées par les canaux de communication habituellement utilisés en cours de semestre. La note finale sera basée (100%) sur l'évaluation de fin de Q3. |
Content of Learning Activity
Presentation of the context of innovation (development of new products) and link with BtoB marketing. Development of the concept of industrial marketing (BtoB), its characteristics and its fields of activity. Focus on the B2B buying concept and more specifically the buying centers with its various stakeholders (decision makers, buyers, prescribers and users). Presentation of the classic notions of marketing such as segmentation, targeting, positioning, and the principle of mix marketing (4P) in their traditional version first and then adapted to BtoB.
Required Learning Resources/Tools
Not applicable
Recommended Learning Resources/Tools
Not applicable
Other Recommended Reading
Not applicable
Mode of delivery
- From a distance
Type of Teaching Activity/Activities
- Cours magistraux
- Ateliers et projets encadrés au sein de l'établissement
Evaluations
The assessment methods of the Learning Activity (AA) are specified in the course description of the corresponding Educational Component (UE)