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.

At the end of this course, students should,

• Understand major digital trends & transformation in B2B;
• Critically assess the role played by business customers and suppliers in business firms;
• Understand the fundamentals of purchasing and selling in BtoB;
• 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 Global Account Management as a specific organizational feature;

Contenus

Monday mornings (8:30 -12)

3 cr. - Automne - 28 Sept / 05-19-26 Oct / 09- 23 Nov / 7 Dec

Blended teaching: some classes will take place face-to-face in The Anthropole 3185;

Some classes will be full online. (Depending on the evolution of the Covid-19, all classes may turn to be online)

Check the dates as hereunder:

28/09 - Face-to-face: Digital transformation

05/10 - Online - Purchasing and supplier relationships management

19/10 - Face-to-face: E-procurement

26/10 - Online - Selling and social selling (in BtoB)

09/11 - Face-to-face - Global Account Management

23/11 - Online - Social media in BtoB

07/12 - takeaways - Final individual assignment

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 (report with a manager interview to provide a case study on the digital transformation as perceived by a purchasing or sales manager) - 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 on 07/12) - 40 % of the final mark (open book exam, but no electronic device allowed)

Evaluation details to be found on the Moodle page of this course.

Rattrapage

Examen:

Ecrit 2h00 heures

Documentation:

Autorisée

Calculatrice:

Non autorisée

Evaluation:

2hours resit exam - 100% of the mark.