Business to Business Marketing

BMAN70152 Business to Business Marketing 15 Semester 2 Postgraduate Taught Level 7 Andrew Burton Unit coordinator 1 FHEQ level (Framework for Higher Education Qualifications) ' Masters/Integrated Masters P4 ' European Credit Transfer & Accumulation System Rating : 7.5 The unit aims to:<ul><li>consider the process and nature of marketing and buyer behaviour in different business-to-business contexts and environments.</li><li>present a range of models and theories that can be applied in a business-to- business context.</li><li>understand the challenges of marketing in contemporary business markets in a global context.</li><li>develop an understanding of the research skills that are needed in order to undertake business-to-business marketing research. </li></ul> The unit aims to:<ul><li>consider the process and nature of marketing and buyer behaviour in different business-to-business contexts and environments.</li><li>present a range of models and theories that can be applied in a business-to- business context.</li><li>understand the challenges of marketing in contemporary business markets in a global context.</li><li>develop an understanding of the research skills that are needed in order to undertake business-to-business marketing research. </li></ul> The unit aims to:<ul><li>consider the process and nature of marketing and buyer behaviour in different business-to-business contexts and environments.</li><li>present a range of models and theories that can be applied in a business-to- business context.</li><li>understand the challenges of marketing in contemporary business markets in a global context.</li><li>develop an understanding of the research skills that are needed in order to undertake business-to-business marketing research. </li></ul> <ul><li>Understand that there are a variety of possible strategies that can be used in business markets and that these vary according to the domain and context in which they occur.</li><li>Understand the constraints and challenges that globalization and /or technology place on a business-to-business context.</li></ul>  <ul><li>Discuss how marketing strategies can be used to effect competitiveness in a business-to-business environment.</li><li>Critically assess a range of theories that are related to business-to-business marketing situations.  </li></ul> <ul><li>They should demonstrate the above verbally and/or during class discussions, and/or in their written work. </li></ul> <ul><li>The nature of business-to-business markets</li><li>Purchasing and supply in business markets  </li><li>Interaction and relationships in business markets  </li><li>Segmentation, portfolios and networks</li><li>Strategies for Marketing and Selling in business markets  </li><li>Digitalization and Business-to-Business Service Markets</li></ul> Nine x three hour in person taught sessions   These consist of a mix of traditional lecture style teaching; exercise and case discussion workshops.  There may be some use of digital tools in class as appropriate to the tasks at hand.  0 Other 100% Examination (70%)Group work (30%)  Via Assessment Team following the full marking period. BMAN70152 Programme Req: BMAN70152 is only available as an elective to students on MSc Marketing, MSc Operations, Project and Supply Chain Management and MSc Digital Marketing N Recommended readingStudents should make reference to a selection of the following texts as background reading for the course. The nature of the course means that students do need to address a number of books.If you wish to buy a text, these three are (in my opinion) the most useful:1. Brennan, Ross; Louise Canning and Helen McGrath (2024) Business-to-Business Marketing 6th edition. London, UK: Sage Publications Ltd.2. Ellis, Nick (2010) Business-to Business Marketing. Relationships, Networks and Strategies. Oxford UK: Oxford University Press.3. David Ford, Lars-Erik Gadde, Håkan Håkansson and Ivan Snehota, (2011) Managing Business Relationships, John Wiley (3d edition)Also helpful:· Ford, David (ed.) (2001) Understanding Business Marketing and Purchasing, Third Edition. London, UK: Thomson Learning.· Håkansson, Håkan ; David Ford, Lars-Erik Gadde, Ivan Snehota and Alexandra Waluszewski (2009) Business in Networks. Chichester, England: John Wiley & Sons Ltd. Additional readings are provided for each lecture topic.   Assessment written exam 2 Lectures 27 0 121