Module Descriptors
BUSINESS TO BUSINESS MARKETING
MKTG50298
Key Facts
Digital, Technology, Innovation and Business
Level 5
15 credits
Contact
Leader: Anne Harbisher
Email: A.Harbisher@staffs.ac.uk
Hours of Study
Scheduled Learning and Teaching Activities: 36
Independent Study Hours: 114
Total Learning Hours: 150
Assessment
- EXAMINATION - UNSEEN IN EXAMINATION CONDITIONS weighted at 100%
Module Details
ASSESSMENT DETAILS
100% Examination - 1.5 hour tests all learning outcomes.
INDICATIVE CONTENT
This module aims to teach the principles and practice of business-to-business marketing - as opposed to consumer marketing. It will develop an understanding of the role of marketing in creating and delivering value to targeted business markets. Students will study organisational buyer behaviour as well as customer relationship management within a global context.
The module will also cover:
- the impact of new communications technology ( eg.the internet ) on business marketing practice
- business marketing information and research
- segmentation and targeting of business markets
- the business-to-business marketing mix
- the marketing interface in new product development
- business marketing planning and strategy
The module will also cover:
- the impact of new communications technology ( eg.the internet ) on business marketing practice
- business marketing information and research
- segmentation and targeting of business markets
- the business-to-business marketing mix
- the marketing interface in new product development
- business marketing planning and strategy
LEARNING OUTCOMES
1. DEMONSTRATE AN UNDERSTANDING AND KNOWLEDGE OF THE ROLE OF MARKETING IN DELIVERING VALUE WITHIN B2B MARKETS
Knowledge & Understanding
2. APPLY APPROPRIATE ANALYTICAL MODELS AND FRAMEWORKS TO ANALYSE, ASSESS AND RECOMMEND MARKETING ACTIONS WITHIN B2B MARKETING SCENARIOS
Analysis
Knowledge & Understanding
2. APPLY APPROPRIATE ANALYTICAL MODELS AND FRAMEWORKS TO ANALYSE, ASSESS AND RECOMMEND MARKETING ACTIONS WITHIN B2B MARKETING SCENARIOS
Analysis
RESOURCES
- Journal of Industrial Marketing Management
- web-based journals and electronic magazines
- appropriate media material as directed by tutor
- Practitioner magazines and B2B trade associations
- web-based journals and electronic magazines
- appropriate media material as directed by tutor
- Practitioner magazines and B2B trade associations
SPECIAL ADMISSIONS REQUIREMENTS
FOR INTERNATIONAL COLLABORATIVE PARTNERS ONLY
TEXTS
Hutt MD and Speh,TW. 2010, Business Marketing Management, 10th Edition, The Dryden Press
Anderson, J.C. 2009, Business market management: understanding, creating and delivering value, 3rd (International edn), Pearson Prentice Hall
Anderson, J.C. 2009, Business market management: understanding, creating and delivering value, 3rd (International edn), Pearson Prentice Hall
Learning Strategies
The learning strategy for this module is based around students committing a total of 150 hours of activities towards achieving the learning outcomes. These will be split between 39 hours of direct contact with a tutor and 111 hours of directed, guided and self-study, together with preparation for and completion of the assessment tasks. Learning support material will be provided for the module.
The module will draw upon a mixture of activities including lectures, web-based activities, case study analysis, relevant videos and in-class discussions, individual and group problem solving and self-directed learning.
The module will draw upon a mixture of activities including lectures, web-based activities, case study analysis, relevant videos and in-class discussions, individual and group problem solving and self-directed learning.