BUSI4G515: BUSINESS TO BUSINESS MARKETING

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• The module is designed to raise students' awareness and critical understanding of the significance of B2B marketing. It aims to re-dress the common imbalance of typical marketing programmes, which tend to over-emphasise the importance of business-to-consumer (B2C) marketing. The module provides a comprehensive and critical introduction to the main theoretical and managerial issues in the area of B2B marketing. From the outset it is stressed that for every consumer (or end-user) market there are typically several upstream organizations which must deal with each other in products and services before anything is ultimately consumed.

• The Significance of B2B Marketing
• Organisational Buying Behaviour
• Inter-Organizational Relationships
• Marketing Channels & Supply Chains
• Industrial Networks
• B2B Planning & Strategy
• Business Products & Services
• Value & Pricing in Business Markets
• Marketing Communications & Personal Selling

Subject-specific Knowledge:

• By the end of the module students will have an advanced knowledge and understanding of:
• the significance of B2B marketing in the global economy
• the in-depth characteristics of business/organisational markets
• the extent to which they differ from consumer markets
• the critical importance of inter-organisational relationships within industrial networks

Subject-specific Skills:

• By the end of the module students should be able to:
• analyse the key processes involved in supply chain management
• explain the key influences on industrial purchasing decisions
• recognise the elements of successful customer relationship management in business markets
• debate how ethical issues in business marketing and purchasing can affect members of the supply chain
• appreciate how the metaphor of channels/chains in business markets can be extended to one of networks
• empathise with the roles of the industrial marketing and purchasing managers

Key Skills:

• effective written communication skills
• planning, organising and time management skills
• problem solving and analytical skills
• the ability to use initiative
• advanced computer literacy skills

• The module will be taught through a combination of lectures, seminars, group work and discussion, supported by guided reading.
• The summative assessment is designed to test students acquisition of subject specific knowledge and skills through their application to a specific sector and compay. Students select a company within a sector to produce a marketing plan.

Formative assessment will be through a series of market research exercises designed to assist with the summative; feedback will be provided in class.

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