Marketing B to B


PGE 3A - Operational and Strategic Marketing (SOMKT)
Sectoral marketing
Contact hours
27 H
Number of spots
Open to visitors

Pedagogical contribution of the course to the program

Développer un management à impact grâce aux connaissances et aux outils les plus récents dans les domaines du management

Design solutions adapted to organizational problems by applying relevant methodologies

Développer des compétences managériales de niveau avancé se traduisant par un leadership responsable

Effectively argue his ideas orally and in writing with a professional posture

Pratiquer un management à impact dans un environnement multiculturel et international, porté par un "European mindset"

Communicate in a professional context in (foreign) languages, in writing and/or orally


Most of the marketing courses taught at business schools and universities focus on business-to-customer (B2C) markets rather than dealing with the relationships business-to-business (B2B). There is no clear explanation about this except for the fact that we are all final consumers and can therefore relate more easily to consumer marketing issues. However, the economic weight of the B2B sector is considerable and even exceeds that of the consumer market sector. That is why the main goal of this course is to outline the specificities of the B2B markets: the products are more complex and less standardized, pricing can vary significantly from one client to another, purchasing decisions are more rational, involving more people, sales rely heavily on personal interactions etc. In the turbulent business environment, the role of marketing is to propose solutions to governments, NGO’s, SME’s and larger corporations how to build strong relationships between each other, assess market opportunities, design strategies and evaluate their performance.

Teaching methods


- Lectures

In group

- Exercises
- Oral presentations
- Projects
- Case studies/texts


- Discussions/debates


No items in this list have been checked.

Learning objectives

Cognitive domain

Upon completion of this course, students should be able to
  • - (level 5) assess B2B market opportunities
  • - (level 5) measure the customer loyalty and customer lifetime value
  • - (level 6) plan the implementation of an ingredient branding strategy
  • - (level 6) synthesize the main differences and similarities between B2C and B2B marketing.
  • - (level 6) enhance their understanding of B2B relationships through the notion of emotional intelligence

Affective domain

Upon completion of this course, students should be able to
None affective domain have been associated with this course yet


1. The environment of business marketing 2. Managing relationships in business marketing 3. Assessing market opportunities 4. Formulating business marketing strategy 5. Evaluating business marketing strategy and performance 6. Midterm test 7. Presentation of the final projects: Discussion & Feedback

No prerequisite has been provided

Knowledge in / Key concepts to master

Basics in marketing

Teaching material

Mandatory tools for the course

- Computer
- Calculator

Documents in all formats

- Photocopies
- Newspaper articles
- Case studies/texts
- Worksheets

Moodle platform

- Interface to submit coursework


- Pack Office (Word, Excel, PowerPoint, Access)

Additional electronic platforms

No items in this list have been checked.

Recommended reading

1. Zimmerman A., Blythe J. (2022). Business to Business Marketing Management A global perspective. 4th ed., Routledge 2. Hutt, M.D, T.W. Speh., & D. Hoffman (2023). Business marketing management: B2B. 13th ed., Cengage learning 3. Kotler, Ph. & W. Pfoertsch (2010). Ingredient Branding: Making the Invisible Visible. Springer

1. Malaval, Ph. & Ch. Bénaroya. (2013). Business to business marketing. From industrial to business marketing. de boeck, 1st ed.

EM Research: Be sure to mobilize at least one resource

Textbooks, case studies, translated material, etc. can be entered
No reading material has been provided.


List of assessment methods

Intermediate assessment / continuous assessment 1Last class
Written and oral (25 Min.) / Group / English / Weight : 40 %
Details : Project developpment: half of this evaluation (20%) is based on the written group work presentation prepared by the students at home (For example: MS PowerPoint, Prezi etc.). One of the team members should send the presentation to the professor by e-mail at least one day before the final session. The other half of this evaluation is based on the individual performance of each team member during project presentation in class (20%).
This evaluation is used to measure ILO1.3-PGE, ILO2.1-PGE, ILO2.2-PGE, ILO2.3-PGE, ILO4.1-PGE
Intermediate assessment / continuous assessment 2Class no. 6
Written (180 Min.) / Individual / English / Weight : 40 %
Details : Mid-term test
This evaluation is used to measure ILO1.3-PGE, ILO2.2-PGE, ILO4.1-PGE
Intermediate assessment / continuous assessment 3Other (date, pop quiz, etc.) : Continuous
Written / Individual / English / Weight : 20 %
Details : Active and continuous participation during the discussions in class. Homeworks and assignments in class!
This evaluation is used to measure ILO1.3-PGE, ILO2.2-PGE, ILO2.3-PGE, ILO4.1-PGE
No assessment methods have been attributed to this course yet.