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B-to-B Marketing

  • Teacher(s):   M.Christen  
  • Course given in: English
  • ECTS Credits: 6 credits
  • Schedule: Autumn Semester 2019-2020, 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




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:

  • Familiarization with both theory (through lectures and readings) and practice (case analyses and simulation) of B2B market management.
  • Development of ability to critically evaluate complex cases depicting real life business situations to improve decision making in their own organizational context.
  • Opportunity through the simulation to develop a marketing strategy for a business over the course of several decisions while competing against other firms with similar objectives.
  • Forum to engage in a team effort by working in a group.
  • Development of management communication skills, both written and oral, by presenting and defending analyses of marketing situations and marketing strategies.


The course uses a variety of pedagogical approaches. Lectures and cases are used to introduce different analytic tools and concepts behind developing a B2B marketing strategy. The Markstrat simulation allows you to apply these tools and concepts against competitors who have the same objective: grow your business into a profitable market leader.

To get the most out of the course, preparation and participation are critical. Every student is required to prepare the assigned reading material and cases in order to be able to participate in class discussions. Most Markstrat decisions are made during the class sessions making class attendance indispensable. Details and updates will be posted on Moodle.

Part1: B2B Marketing Essentials

  1. B2B Marketing Strategy: Understanding Business Markets
  2. Organizational Buying: Understanding Business Customers
  3. Creating Value: Offers for Business Customers
  4. Delivering Value: Distribution Channels
  5. Communicating Value: Selling and Sales Management
  6. Capturing Value: Pricing Strategies for Business Markets
  7. Marketing Planning Process

Part 2: B2B Marketing Simulation

  1. Markstrat 1: Simulation Overview
  2. Markstrat 2: Customer Analysis
  3. Markstrat 3: Opportunity Analysis
  4. Markstrat 4: Marketing Budget
  5. Markstrat 5: New Market Development
  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)

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


Knowledge of basic marketing concepts are welcome, but not compulsory! This is a course that focuses on the application of basic marketing concepts.


First attempt

Without exam (cf. terms)  
  1. Case Surveys (15%)
  2. Midterm Quiz (20%)
  3. Markstrat Simulation Reports (40%)
  4. Markstrat Simulation Performance (25%)

Details on Moodle


Without exam (cf. terms)  

Individual project assignment to replace the individual part of the evaluation and 50% of the group assignments

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