Study Programmes 2015-2016
GEST3141-1  
Business Cases in Business-to-Business
Duration :
30h Th
Number of credits :
Master in management (120 ECTS)5
Master in management (120 ECTS)5
Lecturer :
Claire Gruslin, Jean Tondeur
Coordinator :
Jean Tondeur
Language(s) of instruction :
English language
Organisation and examination :
Teaching in the second semester
Units courses prerequisite and corequisite :
Prerequisite or corequisite units are presented within each program
Course contents :
Refer to the course objectives and learning activities.
Learning outcomes of the course :
At the end of the seminar you will be able to:


  • Understand and apply key B2B marketing concepts
  • Identify and analyze current B2B marketing issues
  • Become familiar with the most important manager's responsibility: decision-making 
This course contributes to the following Intended Key Learning Outcomes (IKLO):


  • IKLO-2: Gaining the knowledge and understanding of one of the proposed fields of concentration or to gain deep knowledge in the field of the management being already specialized thru a first University Master Degree. 
  • IKLO-5: Integrate autonomously researched information, tools, knowledge and context to build and propose, either individually or as part of a team, original, creative and viable solutions to concrete complex management problems, whether real or simulated, taking into account, when necessary, the human, social and legal context.
  • IKLO-6: Ability to speak 2 foreign languages: C1 in English and B2 in one other language.
  • IKLO-7: Being capable of professional team work 
  • IKLO-8: Developing leadership 
  • IKLO-9: Developing a critical sense (arguing)
  • IKLO-10: Developing a transversal, global vision 
  • IKLO-11: Creative conception of solutions 
  • IKLO-12: Professional capacity for oral communication
  • IKLO-13: Professional capacity for written communication
Prerequisite knowledge and skills :
The students are required to participate actively during the group sessions. Accordingly, they need a good level in spoken and written English .
Each student should have followed at least one course of Basics in Marketing covering the following concepts:
  • Customer Value, Satisfaction, and Loyalty
  • Analyzing B2B Markets
  • Identifying Market Segments and Targets
  • Dealing with Competition





 
Planned learning activities and teaching methods :
The teaching methods consist in personal readings, and case studies.
Personal reading: It is deeply recommended to read the proposed articles and readings on the website
Case study: Before every session: In line with IKLO-5, you have to read, analyze, and solve the business case individually. In addition, each group will have to prepare the business case and upload on Lola (assignment section): (i) a 1500-word document, and (ii) a 3-slide PowerPoint presentation two days prior to the lecture. We expect you to answer the following questions:




  • Which problem(s) did you identify in the case?
  • Which methods or models did you use to make your analysis and diagnosis?
  • Give reasons, cite evidence, and explain your choices! (IKLO-9, -10, & -11)
During the session: The lecturers are free to choose randomly one group for presentation (IKLO-6, -12). In addition, each subgroup will receive specific questions to answer (IKLO-7 & -8). Each subgroup is required to share ideas, and to write down its answers on a PowerPoint slide or a sheet of paper. The lecturer will be available to answer the specific questions of each subgroup. Then, the lecturer will animate the session, which means that s/he will ask some subgroups to present their answers. The lecturer's role is to challenge the students' answers and facilitate learning. Please, be aware that the lecturer may question every student at any moment during the session. Therefore, a strong preliminary individual work is required. Only well-prepared students will have time to answer the questions during the session.
Mode of delivery (face-to-face ; distance-learning) :
All lectures will be face-to-face. Note that students have to prepare the business cases ahead. To do so, personal readings and self-learning about marketing concepts and models are highly recommended
Recommended or required readings :
Required readings:


  • The business cases are available at the "Centrale des Cours", starting from january.
  • Readings will be available on the website
Assessment methods and criteria :
Assessment elements:
Individual evaluation (50%, written or oral exam, depending on the number of registered students): The quiz related to the basic concepts of marketing (e Group evaluation : The quality of your preparation ahead of and during  the lecture (evaluation #2).
Active participation (bonus) during the lectures (evaluation #3)
It is important to participate to all sessions. If you are not present to a session, you will get a 0/20 for your session participation.
Assessment criteria:




  • Understanding of marketing concepts (IKLO-2);
  • Congruent application of marketing concepts (IKLO-5);
  • Critical attitude (IKLO-9);
  • Analytical mind (IKLO-5, -10);
  • The rigour, concision and depth of your analysis (IKLO-5, -9, -10);
  • The congruence and creativity of your decisions (IKLO-11).
Work placement(s) :
Organizational remarks :
N/A
Contacts :
Lecturers: