MQM1B2BM-Business to Business Marketing

Module Provider: Marketing and Reputation
Number of credits: 15 [7.5 ECTS credits]
Level:NA
Terms in which taught: Autumn / Spring / Summer term module
Pre-requisites:
Non-modular pre-requisites:
Co-requisites:
Modules excluded:
Current from: 2019/0

Email: anne.dibley@henley.ac.uk

Type of module:

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.

Aims:
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:

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  Identify key differences between consumer and B2B markets and processes 

  
  


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  Recognize the unique aspects for the B2B buying process 

  
  


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  Examine the unique aspects of B2B markets and processes 

  
  


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  Examine B2B relationships 

  
  


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  Apply the learning to case study scenarios 

  
  

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  Explore 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:

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  Distinctive aspects of B2B: market structure, concentration, the nature of demand 

  
  

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  Purchase behaviour: buying situations, decision-making units, buying influences 

  
  


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  Channel and the value-added chain: distinctive aspects of B2B channels 

  
  


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  Value creation: creating value for B2B customers; value propositions in B2B markets 

  
  


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  B2B products and services and their communication:, unique characteristics such as technical specifications, use of sales force etc  

  
  


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  B2B relationships: the role of relationship marketing in B2B environments, co-creating value in strategic B2B relationships, transactional versus relational approaches 

  
  

Global context:

Issues will be discussed in a global context, as appropriate 

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 case studies, journal articles, and practitioner articles.  Learning support will also be available from the subject tutor.  

Summative assessment- Examinations:

One three-hour exam, covering the 4 Stage 1 modules  

Summative assessment- Coursework and in-class tests:

One 7,500 word Integrated Marketing Project (individual assignment) covering the 4 Stage 1 modules  

Formative assessment methods:

Workshop activities are undertaken to support formative assessment of the learning. These activities are not assessed for the purposes of the final module mark. 

This formative assessment takes the form of feedback given to students at workshops on syndicate work, presentations and exercises. 

Penalties for late submission:

Standard Post-Experience Postgraduate penalties for late submission are applied 

Assessment requirements for a pass:

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

Reassessment arrangements:

Standard Post-Experience Postgraduate reassessment arrangements apply.  

Additional Costs (specified where applicable):

Last updated: 8 April 2019