MMM044-Business to Business Marketing

Module Provider: Marketing and Reputation
Number of credits: 20 [10 ECTS credits]
Level:7
Terms in which taught: Spring term module
Pre-requisites:
Non-modular pre-requisites:
Co-requisites:
Modules excluded:
Module version for: 2017/8

Module Convenor: Mrs Georgina Kilner

Email: g.kilner@henley.ac.uk

Summary module description:
This module examines key concepts and their application in business to business marketing.

Aims:
To provide a clear academic but practical understanding of the key concepts such as marketing planning and the importance of supply chain and sales networks; organisational buying and supplier behaviour; the importance of branding, appropriate pricing and communication.

Assessable learning outcomes:
By the end of this module students will be able to:
1. Discriminate between B2B, B2C and B2G marketing contexts and buying behaviours
2. Analyse the organisational networks and relationships that characterise B2B
3. Construct an appropriate B2B marketing plan
4. Recognise and justify different approaches to pricing, product and service development, branding and personal selling within the B2B environment
5. Evaluate key supply chain issues such as channel strategy and recognise the value of supply chain management and importance of ethics
Additional outcome:
6. Demonstrate the level of communication and presentational skill necessary for working in professional organisational environments.

Additional outcomes:
4. Demonstrate the level of communication and presentational skills necessary for working in a business environment.

Outline content:
Using a variety of methods, this module will cover the following areas:
1. The context of organisational (B2B) marketing
2. Supply chain and related ethical considerations
3. Organisational buying behaviour and relationships
4. Marketing channels, supply chains and networks
5. Marketing planning, to include issues of competition and competence
6. Pricing: developing products, services and their value.
7. Branding in the B2B environment
8. Promotion: marketing communications
9. Personal selling and key account management; CRM

Brief description of teaching and learning methods:
Ten two-hour lectures run throughout the term, plus two seminars based on learning outcomes.

Contact hours:
  Autumn Spring Summer
Lectures 20
Seminars 2
Guided independent study 178
       
Total hours by term 200.00
       
Total hours for module 200.00

Summative Assessment Methods:
Method Percentage
Written exam 50
Written assignment including essay 50

Other information on summative assessment:

Coursework

1 assignment - maximum 3000 words



Relative percentage of coursework:

The assignment will represent 50% of the overall module mark.

 


Formative assessment methods:

Penalties for late submission:
Penalties for late submission on this module are in accordance with the University policy. Please refer to page 5 of the Postgraduate Guide to Assessment for further information: http://www.reading.ac.uk/internal/exams/student/exa-guidePG.aspx

Length of examination:
One 2-hour unseen written paper.

Requirements for a pass:
A weighted average mark of coursework and examination of 50%.

Reassessment arrangements:
By examination only (one 2-hour unseen written paper) in August/September. Coursework will not be included in the re-assessment.

Last updated: 11 April 2017

Letter 'IPO.MODCAT1STKT' - Generation started at 11/Apr/2017 09:36:40.34.

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