This module provides the student with a comprehensive understanding of the unique issues
and challenges facing the Business Marketer. It builds on the students’ prior knowledge of
consumer marketing and identifies both similarities and differences between both aspects of
marketing. The distinct challenges and issues involved in managing the B2B marketing mix
are explored, in addition to the complex and dynamic forces, such as organisational buyer
behaviour and relationship management which are unique to this environment.
The global B2B environment is considered, along with emerging issues such as digital
marketing and the impact of technology in managing and building relationships with both
customers and suppliers.
Introduction: A Business to Business marketing perspective
Understanding the structure and nature of b2b markets, customers and goods.Identifying the distinguishing characteristics of business marketing, comparing businessand consumer marketing practices. The supply chain. The customer value proposition.
Organizational Buyer Behaviour:
The organizational buying process, and buying situations. Influences on the organisationsbuying behaviour. The buying centre.
Customer relationship management:
Relationship marketing theory, managing customer relationships, and defining superiorvalue for customers. Online and offline CRM. Value Creation
Managing the Marketing Mix in a global Business to Business Context:
Managing products and brands: quality and value, managing product lines,product strategy. Managing the business distribution channel: direct vs indirect channels,participants in the channel, channel design and administration. The marketing communications mix:Traditional MarCom: Advertising, direct marketing, trade show management;sales promotion.Digital Marketing Communications: website, search, online advertising, eCRM,email and social media management. Managing pricing: the pricing process, pricing strategies and tactics, competitivebidding.
A variety of learning and teaching methods will be used, including:
Lectures, class discussion, exercises, video material and case studies, in order to reflect
key issues and challenges.
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Formal Examination | 50 |
| Other Assessment(s) | 50 |