Marketing and purchasing

The purchasing function has become an essential element in the performance of companies of all sizes and in all sectors.

Understanding the challenges of this function will enable young engineers to work more effectively with buyers, and even take up supply chain-related positions.

The role of marketing in the sales organization (industry or trade) is essential in the process of innovation and continuous improvement.

Faced with ecological and economic challenges, product managers and R&D teams have to adapt by proposing responsible alternatives in line with market trends.

At the end of this course, students will be able to:
- Understand the changes and challenges facing the purchasing function. 

- Preparing, conducting and concluding purchasing negotiations 

- Understanding the marketing approach

- Use diagnostic and marketing planning tools

- Justify strategic and operational orientations

- Writing a creative brief

- Building a communication plan ("anti-green washing") 

- Understanding the marketing dialectic

Contents

This module is designed in conjunction with BSA, and will be attended by BSA students.

Purchasing and Supply chain (Karen Geitzholz) 

- Introduction to purchasing and SC (3h)

- Purchasing strategies and marketing (3h)

- Case study

- Purchasing negotiation techniques (3h)

Role-playing a complex international negotiation (1/2 day)

 Marketing (Catherine Rapaport)

- Introduction to the marketing approach and marketing fundamentals (3H)

- MKG project brief (3H)

- Diagnostic method and marketing strategy (3H)

- Case study, role-playing (4H)

- Market research techniques + field briefing (3H)

- Product policy and specifications for pacakging (3h)

- Group work 1: MKG project coaching (group) (8H)

- Communication strategy and creative techniques (3H)

Presentation of group work (3H)

Speakers 

The speakers in this module are purchasing and marketing professionals.

Karen Geitzholz has both corporate experience (15 years in production and general services purchasing -transport, packaging, IT, vehicle fleets- in an international context); and academic experience (PhD in management science); she is an Associate Lecturer at Ensmac.

Catherine Rapaport is a consultant and trainer in Marketing and Communication. With a Master's degree, she spent many years as a marketing manager. Today, as a consultant and trainer, she supports decision-makers in their product development and communication projects. Her work covers market research, audit-diagnosis and marketing plan development. She is the author of case studies on responsible marketing published by CCMP, IUT...

Manager

Patrick Sauvant

Companies, Trades and Cultures

Kotler, P., Keller, KL, Dubois, B. and Manceau, D. (2006), Marketing Management, 12th edition, Pearson Education.