 | Study programme 2018-2019 | Français | |
 | Marketing de l'innovation et Business Analytics | ||
Activité d'apprentissage à la Faculty of Engineering |
| Code | Lecturer(s) | Associate Lecturer(s) | Subsitute Lecturer(s) et other(s) |
|---|---|---|---|
| I-MANA-222 |
|
| Language of instruction | Language of assessment | HT(*) | HTPE(*) | HTPS(*) | HR(*) | HD(*) | Term |
|---|---|---|---|---|---|---|---|
| Français | Français | 12 | 12 | 0 | 0 | 0 | Q2 |
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
- Face to face
Type of Teaching Activity/Activities
- Cours magistraux
- Travaux pratiques
Evaluations
The assessment methods of the Learning Activity (AA) are specified in the course description of the corresponding Educational Component (UE)