1. BtoB Marketing
Thierry Michel ISOARD

2. Objectives Understand the Commercial Perspective
Use the Marketing Tools
Initiate Strategic Thinking

3. Understand Arbitrage Use Structure the information
The Way of Learning
Understand Arbitrage Use
Identify key elements
Challenge
Structure the information
Establish a hierarchy
Modify and adapt
Invent

4. Course Structure Master 2 20h 20 hours Evaluation
5 courses of 4 hours, 1 exam of 2 hours
Course content and readings prior to the course
In English with translation in French
Evaluation
Part 20% Exam 80%
MCQ, Exercise, Course questions, Article 4

5. Syllabus Understanding the Organizational Perspective
Organizational Markets, BtoB vs BtoC, Product vs Service,
Industrial Network system, Derived Demand, Characteristics of Demand
Mastering the Life Cycle
Life Cycle; NPD and Fuzzy Front End, The Adoption model, Bell & S Curve
Break even point, Key drivers of life cycle, Impact of R&D, Role of Patents, Idea
Monitoring the Buying Process
Organizational Buying, Buying Process, the Stages, Influences and PESTE
Make or Buy, Buying Center, Buying situations, The balanced Score card Scoring
Designing a Marketing & Commercial Policy
Penetration and Coverage, Margin & Profit, Sales Force, Position vs Customer
Segmentation, Targeting, Positioning, Marketing Mix 7P’s, Company orientation Price
5. Devising industrial Strategies
Learning, Experience & Profit Curve, the Generic Value Chain, the Market Theory
The SCA, 3 Generic Strategies, the 5 Competitive Forces, Airbus-Boeing Case

6. Evaluation MCQ : 5 points Exercice : 5 points
5 questions, 3 answers possible
Exercice : 5 points
Reasoning and computing figures
Course question : 5 points
Fill out an exhibit and make additional comments
Article : 5 points
Use concepts to explain an article

7. Bibliography
Marketing Management P Kotler Prentice Hall 2012 Competitive Advantage M E Porter The Free Press 1985 Marketing Business to Business P Malaval Pearson Educ 2009 L’Avantage Concurrentiel Michael E Porter Dunod 2003