BE514-5-AU-SO:
Business-To-Business Marketing
2016/17
Essex Business School
Southend Campus
Autumn
Undergraduate: Level 5
Current
15
-
Requisites for this module
(none)
(none)
(none)
(none)
(none)
BSC N501 Marketing,
BSC N502 Marketing (Including Year Abroad),
BSC N504 Marketing (Including Placement Year)
This module introduces students to the study of buyer behaviour and relationships in the business markets. The module intends to introduce students to the key theoretical concepts underpinning the marketing strategies for business markets and the management of business relationships in different marketing situations for products and services firms. In doing so, the module builds an awareness of multiple stakeholder groups in business markets and the notion of managing networks, alliances and partnerships across the diverse stakeholder groups.
The main aims of the module are to enable students to develop a critical understanding of the importance of business-to-business marketing in contemporary economies in both local and global contexts and distinguish the marketing strategy, planning and implementation for the same from buyer behaviour in consumer markets.
On successful completion of the module, students should be able to:
- Understand the notion and nature of business markets, firms as customers and the marketing environment, strategy and approaches governing organisational buyer behaviour (A9,A10,B1,B2,B4,C2,C3,C5,D1,D2,D5)
- Become aware of the theoretical approaches to market orientation in business markets, development and delivery of product and service portfolios of offerings and managing business channels (A10,B1,B2,B4,C2,C3,C5,D1,D2,D5)
Develop a critical understanding of the business customer acquisition and retention strategies, key account management and use of partnerships, alliances and networks for managing business relationships (A10,B1,B2,B4,C2,C3,C5,D1, D2,D5)
INDICATIVE MODULE CONTENT
Definitional, conceptual and contextual issues
- Business markets:
- Nature of business markets
- Organisational buyer behaviour
- Processes for managing business markets
- Business market strategies:
- Market sensing information
- Customer value creation and management
- Segmentation, targeting, positioning and branding in business markets
- Strategic choices and approaches for business markets
- Market orientation, product/service offering development and delivery
- Marketing channels and value creation
- Managing business relationships:
- Networks, partnerships and alliances
- Customer relationship management
No information available.
No information available.
SKILLS FOR YOUR PROFESSIONAL LIFE
The module aims to support different personal transferable skills by encouraging students to:
• Improve marketing-specific research skills
• Deal with the management problems in business markets
• Apply analytical skills to manage the change of business markets
• Participate in group discussions and support team collaboration
The learning and teaching methods for the module will use a combination of:
- Lectures/Seminars
- Discussion of case studies and journal articles
- Class exercises
- Individual and group work
- Signposting to additional resources
Lectures & Seminars
The lectures will be developed around the key concepts as mentioned in the indicative course content and will use a range of live examples and cases from business practice to demonstrate the application of theoretical concepts. Class exercises will be built into the lectures to develop critical analytical and problem solving skills. The lectures will follow a weekly format of 2 hours per week for 9 weeks in the autumn term. Each lecture session will comprise of 1 hour of lecture time and 1 hour of seminar time to discuss case studies, marketing problems, and journal articles.
Assessment items, weightings and deadlines
| Coursework / exam |
Description |
Deadline |
Coursework weighting |
| Coursework |
Individual Report |
|
100% |
| Exam |
Main exam: 120 minutes during Summer (Main Period)
|
Exam format definitions
- Remote, open book: Your exam will take place remotely via an online learning platform. You may refer to any physical or electronic materials during the exam.
- In-person, open book: Your exam will take place on campus under invigilation. You may refer to any physical materials such as paper study notes or a textbook during the exam. Electronic devices may not be used in the exam.
- In-person, open book (restricted): The exam will take place on campus under invigilation. You may refer only to specific physical materials such as a named textbook during the exam. Permitted materials will be specified by your department. Electronic devices may not be used in the exam.
- In-person, closed book: The exam will take place on campus under invigilation. You may not refer to any physical materials or electronic devices during the exam. There may be times when a paper dictionary,
for example, may be permitted in an otherwise closed book exam. Any exceptions will be specified by your department.
Your department will provide further guidance before your exams.
Overall assessment
Reassessment
Module supervisor and teaching staff
Dr Kim Young-Ah
Student Services Advisor
scebsugs@essex.ac.uk
Yes
No
No
No external examiner information available for this module.
Available via Moodle
Of 28 hours, 28 (100%) hours available to students:
0 hours not recorded due to service coverage or fault;
0 hours not recorded due to opt-out by lecturer(s).
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