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Our engineering & Master degrees
Our engineering & Master degrees

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4PMCISD1 : Introduction to sustainable design - 5PMCXIS1

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  • Number of hours

    • Lectures : 10.0
    • Tutorials : 10.0
    • Laboratory works : 0
    • Projects : 0
    • Internship : 0
    • Written tests : 0
    ECTS : 4.0

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

Please read:
http://soloway.pbworks.com/w/file/fetch/46695705/The%20Innovators%20Dilemma.pdf

In this session we will look at the interior and exterior tools for market analysis

  • PESTLE
  • Porter’s 5 forces
  • SWOT
  • BCG
  • Brand’s identity Prism

Automotive insights: transformation of the car industry. Roland Berger
https://www.nytimes.com/2017/09/10/business/china-electric-cars.html?mcubz=3
https://www.forbes.com/forbes/welcome/?toURL=https://www.forbes.com/sites/davidkiley5/2016/01/05/fords-mark-fields-is-all-about-mobility-and-tech-links-with-google-and-amazon/&refURL=https://www.google.fr/&referrer=https://www.google.fr/

Tests

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

Curriculum->Double-Diploma Engineer/Master->Semester 9
Curriculum->Internationals Cursus->Semester 9
Curriculum->Engineering degree->Semester 9
Curriculum->Semesters A Choice->Semester 9
Curriculum->Common courses->Semester 9

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Date of update July 29, 2020

Université Grenoble Alpes