Module Descriptors
UNDERSTANDING CUSTOMERS AND THE PURCHASING FUNCTION
XXXX46993
Key Facts
Faculty of Business, Education and Law
Level 4
15 credits
Hours of Study
Scheduled Learning and Teaching Activities: 12
Independent Study Hours: 138
Total Learning Hours: 150
Assessment
- POSTER weighted at 80%
- REPORT weighted at 20%
Module Details
Module Indicative Content
The purpose of this module is to provide the student with the knowledge and understanding of key influences that determine the behaviour of the individual and the organisation in the purchase decision process and the impact of supply chain management upon the seller-purchaser interaction.
- The Buying Cycle
- Consumer Buying Behaviour
- Factors affecting the consumer decision-making process
- Motivation and models of consumer buyer behaviour
- Organisational Buying Behaviour
- Factors affecting the organisational buyer behaviour
- Models of organisational buyer behaviour
- Segmentation, targeting and positioning
- Consumer and organisational segmentation methods
- The value of segmentation, targeting and positioning to the sales force
- Developments in purchasing practice
- Supply Chain Management (SCM) and customer-supplier interactions
- Relationship management, rationale, benefits and implications for sales
- The Buying Cycle
- Consumer Buying Behaviour
- Factors affecting the consumer decision-making process
- Motivation and models of consumer buyer behaviour
- Organisational Buying Behaviour
- Factors affecting the organisational buyer behaviour
- Models of organisational buyer behaviour
- Segmentation, targeting and positioning
- Consumer and organisational segmentation methods
- The value of segmentation, targeting and positioning to the sales force
- Developments in purchasing practice
- Supply Chain Management (SCM) and customer-supplier interactions
- Relationship management, rationale, benefits and implications for sales
Module Learning Strategies
The learning strategy for this module requires students to commit 150 learning hours (including assessment). This will include 12 hours of class support, delivered during two 6 hour study days. The first day will introduce the subject and explore aspects of the module content and the summative assessment. The second day will provide the opportunity to examine aspects of the subject in more depth and clarify any issues arising from the assessment brief.
In the 138 hours of independent and self directed study students are expected to engage with the learning material on the module website, undertake additional research / reading, undertake formative tasks to reinforce the learning, relate the subject to their your workplace, have contact with their Tutor / Mentor and prepare coursework assignments.
The class sessions will include formal lectures, case study analysis and group discussions based on student experiences in the subject area. Students will be encouraged to integrate their work based experiences with new knowledge and skills developed in the classroom as the module progresses.
In the 138 hours of independent and self directed study students are expected to engage with the learning material on the module website, undertake additional research / reading, undertake formative tasks to reinforce the learning, relate the subject to their your workplace, have contact with their Tutor / Mentor and prepare coursework assignments.
The class sessions will include formal lectures, case study analysis and group discussions based on student experiences in the subject area. Students will be encouraged to integrate their work based experiences with new knowledge and skills developed in the classroom as the module progresses.
Module Resources
Blackboard website
University Campus Library
Off-campus, on-line library resources
www.cim.co.uk (Chartered Institute of Marketing)
www.ismm.co.uk (Institute of Sales and Marketing Management)
Trade and Professional Journals
University Campus Library
Off-campus, on-line library resources
www.cim.co.uk (Chartered Institute of Marketing)
www.ismm.co.uk (Institute of Sales and Marketing Management)
Trade and Professional Journals
Module Texts
Brassington, F., & Pettitt, S., (2007) Essentials of Marketing (2nd Edition) Prentice Hall/FT
Jobber, D. (2009) Principles and Practice of Marketing Harlow, Pearson Education
Jobber, D. & Lancaster, G. (2009) Selling and Sales Management 8th ed., Harlow, Pearson Education
Palmer, A., (2004) Introduction to Marketing Oxford University Press
Rogers, B. (2007) Rethinking Sales Management: a Strategic Guide for Practitioners John Wiley and Sons
Wilson, A. (2006) Marketing Research; an Integrated Approach 2nd Edition, FT/Prentice Hall, England
Jobber, D. (2009) Principles and Practice of Marketing Harlow, Pearson Education
Jobber, D. & Lancaster, G. (2009) Selling and Sales Management 8th ed., Harlow, Pearson Education
Palmer, A., (2004) Introduction to Marketing Oxford University Press
Rogers, B. (2007) Rethinking Sales Management: a Strategic Guide for Practitioners John Wiley and Sons
Wilson, A. (2006) Marketing Research; an Integrated Approach 2nd Edition, FT/Prentice Hall, England
Module Additional Assessment Details
Produce a poster (80%) (and supporting notes with a rationale for the approach taken - 20%, 500 words) relating to the selling of either an existing product to a new market segment or a new product into an existing market segment. (Learning Outcomes 1-3)