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B-to-B Marketing

  • Teacher(s):  
  • Course given in: English
  • ECTS Credits:
  • Schedule: Autumn Semester 2021-2022, 4.0h. course (weekly average)
  •  sessions
  • site web du cours course website
  • Related programmes:
    Bachelor of Science (BSc) in Management

    Bachelor (BSc) in Economic Sciences
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Sales to businesses, governments and organizations represent roughly two thirds of the world’s economic output. A substantial percentage of HEC graduates accept employment after graduation in entities that market their offerings to organizational customers. Even consumer goods companies like Nestlé operate first in business markets because they sell mostly to and through retailers. Basic marketing concepts apply to business markets, too, but the organizational context shapes the value perception and decision-making of customers, making B2B marketing considerably different than its B2C counterpart.


This course focuses on developing the skills students need to understand the needs and behaviors of business customers and succeed in marketing and other roles within businesses that compete for business customers. The course has two distinct parts. The first half introduces B2B marketing essentials through lectures, exercises and case applications. The second half focuses on reinforcing key marketing concepts and tools from the introductory marketing course and integrating them into a marketing strategy for a B2B company using the Markstrat simulation.

In sum, the course objectives include the following:

  • Understanding key challenges that differentiate business marketing from consumer marketing while also appreciating the universality of the marketing strategy process.
  • Becoming familiar with both theory (through lectures and readings) and practice (through case analyses and simulation) of business marketing.
  • Developing the ability to analyze business situations, identify business problems and opportunities, and recommend marketing actions to address them.
  • Working as a team with other students and learning the process of developing a marketing strategy for a business in a competitive, dynamic and uncertain market.
  • Developing management communication skills, both written and oral, by presenting and defending market analyses and marketing strategy recommendations.


The course uses different pedagogical approaches. Lectures and cases are used to introduce challenges, analytic tools and decision-making concepts used in business marketing. The Markstrat simulation allows you to apply these tools and concepts and sharpen your strategic thinking in a group of 4 to 5 students against competitors who have the same objectives: grow a business into a profitable market leader.

The course will use a mixture of pre-registered videos and in-class interactions. To get the most out of the course, preparation and participation are critical. Every student is required to prepare the assigned material in order to be able to participate during the class. Markstrat decisions are generally made during the class sessions making class attendance indispensable, whether the class is held on campus or in the digital classroom. Of course, the situation can change and the course may move online. Details and updates will be posted on Moodle.

Part 1: B2B Marketing Essentials

  1. Understanding Business Markets: The Value Chain Perspective
  2. Understanding Business Customers: Organizational Buying Behavior
  3. Understanding Business Relationships: Transactions Costs
  4. Offers for Business Customers: Products, Services and Solutions
  5. Selecting Orders & Accounts: Competing in Business Markets
  6. Engaging with Business Customers: The Role of Salesforce
  7. Producing Competitive Advantage: B2B Marketing Strategy

Part 2: B2B Marketing Simulation

  1. Markstrat 1: Simulation Overview
  2. Markstrat 2: Customer Analysis
  3. Markstrat 3: Opportunity Analysis
  4. Markstrat 4: Resource Allocation
  5. Markstrat 5: Marketing Plan
  6. Markstrat 6: Final Decisions
  7. Markstrat Presentations and Course Summary


Cases: Links to download on Moodle

Articles: Links to download on Moodle

B2B Markstrat Simulation: Each student must purchase a license to access the simulation online from StratX (link on Moodle) - this is particulary important because the Markstrat sessions will be conducted in the digital classroom

NOTE: The course website on Moodle will be used to distribute the course material and information about assignments.


Knowledge of basic marketing concepts are welcome, but not compulsory! Students from other disciplines are welcome. This is a course that focuses on learning-by-doing.


First attempt

Without exam (cf. terms)  
  1. Case Surveys (20%)
  2. Midterm Quiz (20%)
  3. Markstrat Simulation Reports (40%)
  4. Markstrat Simulation Performance (20%)

Details on Moodle


Without exam (cf. terms)  

An individual project will be used to either replace the individual components or the Markstrat reports. The Markstrat performance score remains the same. An insufficient Markstrat performance score will be compensated during the course.

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