The Business to Business module introduces the student to the complex forces that are unique to the business or industrial marketing environments. While it builds on their existing marketing knowledge it specifically addresses the distinguishing characteristics of Business Marketing and contrasts with Consumer Marketing issues. Key concepts are introduced: the supply chain, relationship management, demand management, types of customers, along with the differing approach to utilizing the marketing mix elements.
Module Aim The aim of the module is to ensure that students should have an understanding and knowledge of the specific concerns of industrial marketing. They should emerge with the knowledge of best practices and challenges in the discipline and be able to apply these in a real world context. Students will be required to apply new learning to existing knowledge to deepen their understanding.
Module Content The module will cover the following areas; • Introduction to and understanding of the business marketing perspective and how it differs from the consumer perspective • Organizational buyer behaviour and the purchasing organisation • Customer Relationship Management Strategies for Business markets • Segmentation strategies in Business Marketing • Applying the marketing mix in a business context; developing and managing products, managing business marketing channels, integrated marketing communications, pricing and negotiating for value o Managing Products for Business Markets. o Managing Innovation and New Industrial Product Development o Managing Business Marketing Channels o E-Commerce Strategies for Business Markets o Supply Chain Strategies o Pricing Strategy for Business Markets o Business Marketing Communications: Advertising and Sales Promotion o Business Marketing Communications: Managing the Personal Selling Function.
• Managing Services for Business Markets • Marketing Performance Measurement: understanding the metrics for measuring the impact of marketing strategy decisions on firm performance. • Developing and managing Strategic Alliances
Primary delivery of the course content will be lecture based. In addition given the working experience of the students in class, cases study followed by discussion will be used to bring the topic to life. A minimum of one exercise will be case study preparation where students will be required to apply the theory to a practical setting.
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Formal Examination | 50 |
| Other Assessment(s) | 50 |