• Furrer Olivier

• Baillod Chloé
• Landry Mikèle

This course provides students with solid experience in creating market-driven and market-driving strategies for the future success of a business to business firm. A focus is on discovering and developing a set of unique competencies for a B2B firm that, through strategic differentiation, leads to sustainable competitive advantage in the marketplace. Students are provided ample opportunity to develop and practice creative problem-solving and decision-making skills to simulate the requirements of today’s complex international B2B market environment.

The three key distinctive drivers in this B2B course are:

(1) A relationship marketing perspective

(2) A strategic thinking focus

(3) An international context

At the completion of this course, students should be able to:

• · Use the key elements in developing B2B marketing strategy and planning a B2B marketing program.
• · Enhance problem-solving abilities in operational areas of B2B marketing by providing you with a set of analytical tools (i.e., frameworks, concepts, models, and techniques).
• · Present examples of how firms organize their B2B marketing efforts across a broad range of national settings to develop sales and/or share.
• · Present and defend recommendations, and critically examine others’ recommendations.

Prérequis: Avoir suivi un cours de Marketing

Dwyer, F. Robert and Tanner, John F., Jr. (2009), Business Marketing: Connecting Strategy, Relationships, and Learning, 4th edition, McGraw-Hill: Boston.

Continuous evaluation with 90 minutes written evaluation

Course with continuous evaluation: after the registration period, you can no longer cancel your registration (see session calendar on the Faculty's website).

90 minutes written evaluation

Re-take exam only