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 more specifically selling.

The course is not designed to use digital tools, but to understand how such tools interact and change the process of selling - how the digital and human combination lead towards a new buyer-seller interaction.

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 both evolving at the digital age;
• Critically assess how to best use digital tools and technologies to outperform the market as a salesperson;
• Examine the new digital interconnection beteween sales and marketing in BtoB;
• Analyze how digital tools have led to new opportunities and created new customer-facing roles, especially in startups.

Contenus

Monday (12:30 -16)

3 cr. - Automne - 26 Sept/10-24-31 Oct/14-28 Nov (28 Nov on line) /12 Dec

One class will be online. on November 28.

26-sept: Digital transformation

10-oct: Procurement at the digital age

24-oct: Digital transformation of sales (1/2)

31-oct: Digital transformation of sales (2/2)

14-nov: Case-study

28-nov: New functions in digital selling/ COVID impact/ leadership

12-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 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 (Presentations - more details on Moodle) - 30 % of the final mark- details to be found on Moodle

Individual assessment:

2hrs final exam (individual - in class on 12/12) - 70 % of the final mark (open book exam - no computer)

Rattrapage

Examen:

Sans examen (cf. modalités)  

Evaluation:

2 hours resit exam - 100% of the mark.

Exam to take place by e-mail exchanges according to date and precise timing defined by the professor and to be followed by students.