Business Marketing (in English) - 4PMCBMA6

Goal(s)

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

Content(s)

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