Objectifs

Objectives:

Although the impact of digitalisation is not new, the rise of digital technologies has accelerated the pace of disruption in virtually every industry and does profoundly change the supplier and customer-facing roles.

This course provides a view of digital transformation in business markets and focusses on two functions, which are at the core of value creation in Business-to-Business companies: purchasing and selling.

Nonetheless, before discussing the digital impact on those two major functions, core concepts and strategic perspectives in purchasing and selling are presented and discussed with students.

At the end of this course, students should,

• Understand the fundamentals of purchasing and selling in BtoB;
• Critically assess the role played by business customers and suppliers in business firms;
• Understand major digital trends & transformation in B2B;
• Examine the concept of “supplier/ customer relationships” and how it is now embedded in the digital transformation;
• Analyze how procurement and sales strategies are evolving at the digital age;
• Examine Strategic customer Management as a specific organizational feature;

Contenus

Monday (12:30 -16)

3 cr. - Automne - 27 Sept/11-25 Oct/1-15-29 Nov (29 Nov on line) /13 Dec

Classes will take place face-to-face in The Anthropole 3032 (Depending on the evolution of the Covid-19...)

One class will be online. on November 29.

27-sept: Digital transformation

11-oct: Social media in BtoB

25-oct: Selling & social selling (in BtoB)

01-nov: Strategic customer management

15-nov: Procurement at the digital age

29-nov: Case-study procurement

13-déc: Takeaways/ Individual assessment

Further details concerning the course content and preparatory work (before each lesson) to be found onto Moodle.

Références

No mandatory textbook.

A list of articles to be read prior to each class will be downloaded onto the course Moodle page.

Pré-requis

No prerequisite are necessary.

Having followed a course on BtoB marketing in the bachelor program is a plus!

To join the course, you are invited to enroll onto Moodle prior to the first class

Exchange students with no prior access to Moodle are invited to write to : hecincoming@unil.ch

Evaluation

1ère tentative

Examen:

Sans examen (cf. modalités)  

Evaluation:

Assignments

Group work (case study - more detais on Moodle) - 40 % of the final mark- details to be found on Moodle

Individual assessment:

Individual in-class participation - 20 % of the final mark
Final exam (individual - in class on13/12) - 40 % of the final mark (open book exam)

Rattrapage

Examen:

Ecrit 2h00 heures

Documentation:

Autorisée

Calculatrice:

Non autorisée

Evaluation:

2 hours resit exam - 100% of the mark.