MQM1B2BM-Business to Business Marketing

Module Provider: Marketing and Reputation
Number of credits: 15 [7.5 ECTS credits]
Terms in which taught:
Non-modular pre-requisites:
Modules excluded:
Module version for: 2016/7

Module Convenor: Dr Anne Dibley


Summary module description:
B2B marketing is the creation and management of mutually beneficial relationships between organisational suppliers and organisational customers. Business-to-Business Marketing module identifies the unique aspects of B2B marketing and covers purchase behaviour, channel decisions, pricing, promotion and design.

To familiarize programme members with key aspects of B2B marketing and identify unique characteristics that will affect how marketing should be designed and delivered.

Assessable learning outcomes:
Identify key differences between consumer and B2B markets and processes
Recognize the unique aspects for the industrial buying process
Examine the unique aspects of B2B markets and processes
Assess various pricing models to determine price for products/services
Apply the learning to case study scenarios
Predict B2B buyer behavior in specific purchase situations

Additional outcomes:
Effectively organize, plan, and work towards the completion of their studies both collaboratively and individually.
Understand and apply the principles of critical analysis
Communicate their analysis effectively through both verbal and written reports
Appropriately apply marketing theory into practice

Outline content:
Distinctive aspects of B2B: market structure, concentration, the nature of demand, horizontal/vertical demand, economic factors
Purchase behaviour: buying situations, buying centres, purchase model, buying influences, tools to assist in product selection, institutional and government markets
Channel and the value-added chain: distinctive aspects of B2B channel, designing and managing channel strategy, logistics, supply chain management
Pricing: price as a measure of value, framework for setting prices, special situations such as competitive bidding, leasing, etc
Industrial products and services and their communication: unique characteristics such as technical specifications, use of sales force, promotions, etc
Relationship marketing: fundamental concepts and theoretical grounding for relationship marketing, the role of relationship marketing in B2B environments, unique characteristics of relationship marketing

Brief description of teaching and learning methods:
The primary learning transmission will be through self-study and face to face taught workshop sessions delivered by a subject tutor to support learning and collaborative activities. Participants will also receive learning materials, which may consist of a textbook, case studies, journal articles, and practitioner articles. Learning support will also be available online via Henley Connect.

Contact hours:
  Autumn Spring Summer
Lectures 50 50 50
Total hours by term 50.00 50.00 50.00
Total hours for module 150.00

Summative Assessment Methods:
Method Percentage
Written exam 40
Project output other than dissertation 60

Other information on summative assessment:
The module is assessed by
The Integrated Marketing Project (IMP) (60%)
An examination covering all Stage 1 modules (40%)

All assessment is at the individual level.

Formative assessment methods:
Work prepared in Learning Teams and presented at workshop

Penalties for late submission:

No penalties are applied for late submission; however, it is expected that all assessment for Stages 1 and 2 must be completed prior to commencing to Stage 3.
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:

Length of examination:
Examination for this module is combined with examinations for all Stage 1 modules. This examination is a total of 3 hours with 15 minutes reading time

Requirements for a pass:
The pass mark for both the individual assignment and the examination is 50%.

Reassessment arrangements:
Programme Members who fail an assessment may re-submit a maximum of one assessment per stage.

Additional Costs (specified where applicable):

Last updated: 21 December 2016

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