Course details
Business Marketing and Sales Management
MARK 60109A
This course on business marketing oriented towards business-to-business (B2B) marketing strategies highlights the features and characteristics of marketing management to serve commercial markets in innovative ways. It examines this in relation to relationships between organizations and aims to promote study and research in this field.
More specifically, this course aims to enable students to:
1. Understand the characteristics and trends of business marketing..;
2. Understand the main theories of business marketing;
3. Develop the ability to apply business marketing theory to solve problems in practice and to help companies grow and compete;
4. Develop new business marketing research questions/ideas by identifying gaps between existing theory and current practice;
5. Be able to read academic research, assess its quality and understand how to apply the results in practice.
Themes covered
Introduction: A business marketing perspective on organizational strategies and their implementation
Business marketing: historical development challenges opportunities and innovations; the role of artificial intelligence
The main theories of corporate marketing
Value propositions and purchasing scenarios; managing challenges such as organizational change versus innovation; strengths and weaknesses
Innovative channel and distribution chain strategies; sales forces
B2B relations; internal and external suppliers
Process and implementation of innovative strategies: Innovation management and development of new products/ services/ distribution/ communication
Evolving corporate structure in a context of innovation: changing roles and departments
Recruitment selection and deployment/mentoring of talent
Important notes
Course in French : MARK 60109
Course code
MARK 60109A
Subject
Marketing
Program
Maîtrise en gestion (M. Sc.)
Instruction mode
On-site learning
Credits
3