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4PMCFMA9 : Fundamentals of marketing(in English) - 5PMCXFM0

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  • Number of hours

    • Lectures : 10.0
    • Tutorials : 10.0
    • Laboratory works : 0
    • Projects : 0
    • Internship : 0
    • Written tests : 0
    ECTS : 2.0

Goals

This course focuses on business marketing, e.g. industrial products and services. Different industries will also be studied (i.e. raw materials, industrial equipments, professional services, etc.) to provide a vision as large as possible. Therefore, our learning objectives are:
1. Understanding the fundamental principles of business marketing
2. Developing analytical and decision-making capacities in term of business marketing and strategy
3. Providing an universal, multi-sectors, and international approach
4. Using case studies and highlighting business practices based on experience

Contact Karine SAMUEL

Content

This course explores decision-making and activities involving business-to-business (i.e., industrial, organizational, institutional, or governmental) transactions and provides fresh ideas for innovative business marketing. Business-to-business transactions occur when organizations acquire goods and services from (or sell them to) other businesses. Business-to-business activities pertaining to buying, market segmentation, positioning, pricing, communication, physical distribution and customer service, sales management, and other activities are examined within the context of a framework that views business market management as the process of understanding, creating, and delivering value to customers. Best practices and new concepts from the business-to-business sector will be examined. A global perspective is deliberately chosen to provide the most compelling examples from America, Europe, or Asia.

Lecture 1: BUSINESS MARKETING & CUSTOMERS
Part a: Introduction to Business Marketing
Part b: Marketing Plan

Lecture 2: BUSINESS RELATIONSHIPS
Part a: Relationship Marketing Foundation and Practices
Part b: Business Customers & Buying
Part c: Case Study 1 – British Columbia Box

Lecture 3: BUSINESS STRATEGY
Part a: Market Opportunities & Branding Strategy
Part b: Case study 2 - INHA

Lecture 4: PRODUCT & INNOVATION
Part a: Managing Products, Failures, and Innovation
Part b: Case Study 3 – ThoughtWorks

Lecture 5: POWER IN BUSINESS
Part a: Power-in-Kind, Power-in-Use, and Improving Power
Part b: Case Study 4 – Bombardier & Alstom



Prerequisites

Tests

Semester 9 - The exam is given in english only 

1st session: Marks for the course will be defined as follow :
N1 = 50% Presentation of a case study (group)
N2 = 50% Report on a case study (individual)

2nd session: A written exam is offered at this session.



Additional Information

This course brings 4.0 ECTS to students in Mandatory courses to be chosen

This course brings 4.0 ECTS to students in Mandatory courses UE LFP semester 9

This course brings 3.0 ECTS to students in UE Entrepreneurship & Innovat cours

Semester 9 - This course is given in english only EN
Curriculum->EPEE->Semester 9
Curriculum->Internationals Cursus->Semester 9
Curriculum->IPhy->Semester 9
Curriculum->Double-Diploma Engineer/Master->Semester 9
Curriculum->Master RI AMIS->Semester 9
Curriculum->Double-Diploma IPhy-UGA->Semester 9
Curriculum->Double-Diploma SEI-EEA WICS->Semester 9
Curriculum->SIM->Semester 9
Curriculum->Double Diploma BIOMED - N2BIO->Semester 9
Curriculum->Master RI FAME->Semester 9
Curriculum->Double Diploma EPEE - ELECTROCH->Semester 9
Curriculum->BIOMED->Semester 9
Curriculum->Semesters A Choice->Semester 9
Curriculum->GEN->Semester 9
Curriculum->Double-Diploma SICOM-TSI SIGMA->Semester 9
Curriculum->SEI->Semester 9
Curriculum->Common courses->Semester 9
Curriculum->Master RI EFM->Semester 9
Curriculum->Double Diploma BIOMED - Structural->Semester 9
Curriculum->Double-Diploma IPhy-PhSem->Semester 9
Curriculum->SICOM->Semester 9
Curriculum->FSC-MAN->Semester 9
Curriculum->Double Diploma GEN-EN->Semester 9
Curriculum->Master RI MANUEN->Semester 9
Curriculum->Degree Advanced Materials (AM)->Semester 9

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Date of update September 13, 2019

Université Grenoble Alpes