| CODE | MRK2206 | ||||||||
| TITLE | Business-to-Business Marketing | ||||||||
| UM LEVEL | 02 - Years 2, 3 in Modular Undergraduate Course | ||||||||
| MQF LEVEL | 5 | ||||||||
| ECTS CREDITS | 4 | ||||||||
| DEPARTMENT | Marketing | ||||||||
| DESCRIPTION | This study-unit introduces the fundamental characteristics of B2B Marketing and considers the nature, size and dynamics of this sector and ot the principal marketing management issues particularly those concerned with the different approaches to marketing segmentation of the B2B markets, the nature and features of B2B products, services and pricing. Organizational buying behaviour and the various issues about how organizations determine which products and services to buy are examined. The marketing channels, supply chains and networks applied in B2B marketing are also examined. Study-unit Aims: The main aim of this study-unit is to introduce to students the specifics of B2B marketing and the basic concepts of marketing theory, the peculiarities of organizations’ purchasing behavior, and the strategic marketing process in B2B markets including market analysis, segmentation, targeting and positioning of various types of B2B companies. At the same time, the course introduces to students the specifics of marketing mix tactical tools for B2B markets. Learning Outcomes: 1. Knowledge & Understanding: By the end of the study-unit the student will be able to understand the concepts of: 1. Business-to-Business Markets 2. Business Buyer Behaviour 3. Inter-Firm Relationships and Networks 4. Business-to-Business Marketing Strategy 5. Researching Business-to-Business Markets 6. Business Market Segmentation 7. Market Communication 8. Relationship Communication 9. Relationship Portfolios and Key Account Management 2. Skills: By the end of the study-unit the student will be able to: 1. Evaluate the complexities of the interaction and network approach to business markets. 2. Critically analyze marketing communications in the business to business sectors. 3. Evaluate how effectively companies manage critical marketing interfaces. 4. Apply the marketing mix to the business to business marketing sectors. 5. Have the skills necessary to design and develop an effective B2B marketing Programme that will enhance the firm's competitive position. Main Text/s and any supplementary readings: Core Textbook: Brennan, R., Canning, L., & McDowell, R. (2011). Business-to-business Marketing (Vol. 3). Sage Publications Limited. Additional Reading: Vitale, R., Giglierano, J., Pfoertsch, W. (2010), Business-to-Business Marketing: Analysis and Practice. Prenctice Hall. |
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| STUDY-UNIT TYPE | Lecture, Seminar and Workshop | ||||||||
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| LECTURER/S | Miriam Pocock |
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The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints. Units not attracting a sufficient number of registrations may be withdrawn without notice. It should be noted that all the information in the description above applies to study-units available during the academic year 2024/5. It may be subject to change in subsequent years. |
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