Strategic Market Relations: Building, Managing, and Leveraging Market Relationships
| Code | School | Level | Credits | Semesters |
| BUSI4260 | Nottingham University Business School | 4 | 10 | Full Year Malaysia |
- Code
- BUSI4260
- School
- Nottingham University Business School
- Level
- 4
- Credits
- 10
- Semesters
- Full Year Malaysia
Summary
The aim of this module is to provide an introduction to the main theoretical and managerial concepts and issues in the area of business-to-business marketing and strategic market relations. We explore the complex dynamics of networked relationships between buying and selling organisations. Such networks offer organisations the opportunity to learn and create value in novel and innovative ways. However, they also constrain the actions of individual organisations in the network. Thus, strategic market relations require firms to understand how to build, manage, and leverage their market relationships.
Target Students
Students registered on an MBA programme with five years or more work experience, and non-MBA students with five years or more work experience wishing to take the module as a standalone Executive Education module. There is a limited number of places on this module. Students are reminded that enrolments which are not agreed by the Offering School in advance may be cancelled without notice.
Classes
30 hours contact time over a one-week intensive block Activity : Lecture topics, industrial talks or other relevant module learning activities Number of weeks : 1 Week Number of sessions : 7 per week. Duration of a session : 3 hours (weekday) to 7.5 hours (weekend)
Assessment
- 100% Coursework 1: 1,000-word individual coursework (30%) and 2,500-word individual coursework (70%)
Educational Aims
The aim of this module is to provide an introduction to the main theoretical and managerial concepts and issues in the area of business-to-business marketing and strategic market relations. We explore the complex dynamics of networked relationships between buying and selling organisations. Such networks offer organisations the opportunity to learn and create value in novel and innovative ways. However, they also constrain the actions of individual organisations in the network. Thus, strategic market relations require firms to understand how to build, manage, and leverage their market relationships.Learning Outcomes
Knowledge and understanding:
This module develops a knowledge and understanding of:
- The dynamics of the global economy and international business &/or an awareness of cultural, legal/regulatory, political, and economic differences across countries &/or an appreciation of management issues from a global perspective.
- Markets - the development and operation of markets for resources, goods and services
- Customers - customer expectations, service and orientation
- Digital business - the development of strategic priorities to deliver at speed in an environment where digital technology is reshaping traditional revenue and business models, associated risk management.
- Business policy and strategy - the development of appropriate policies and strategies within a changing environment, to meet stakeholder interests
- Pervasive issues - these would include sustainability, globalisation, corporate social responsibility, diversity, business innovation, creativity, enterprise development, knowledge management and risk management
- Ability to recognise and address ethical dilemmas and corporate social responsibility issues, applying ethical and organisational values to situations and choices
- The importance of sustainability issues, including an understanding of the challenges and opportunities arising from the activities of people and organisations on the economic, social and environmental conditions of the future.
Intellectual skills
This module develops:
- Being able to think critically and be creative: manage the creative processes in self and others; organise thoughts, analyse, synthesise and critically appraise. This includes the capability to identify assumptions, evaluate statements in terms of evidence, detect false logic or reasoning, identify implicit values, define terms adequately and generalise appropriately
- Being able to solve complex problems and make decisions: establish criteria, using appropriate decision-making techniques including identifying, formulating and solving business problems; and the ability to create, identify and evaluate options; the ability to implement and review decisions
- Using information and knowledge effectively: scanning and organising data, synthesising and analysing in order to abstract meaning from information and to share knowledge
Professional practical skills
This module develops:
- The ability to conduct research into business and management issues either individually or as part of a team through research design, data collection, analysis, synthesis and reporting
- Effective performance within team environments and the ability to recognise and utilise individuals' contributions in group processes and to negotiate and persuade or influence others; team selection, delegation, development and management
Transferable (key) skills
This module develops:
- High personal effectiveness: critical self-awareness, self-reflection and self-management; time management; sensitivity to diversity in people and different situations and the ability to continue to learn through reflection on practice and experience
- Effective communication: networking,listening, oral and written communication of complex ideas and arguments, using a range of media, including the preparation of business reports
Knowledge and understanding
This module develops a knowledge and understanding of:
• Markets - the development and operation of markets for resources, goods and services
• Marketing and sales – different approaches for segmentation, targeting, positioning, generating sales, and the need for innovation in product and service design.
• Customers and stakeholders - customer expectations, service and orientation.
Intellectual skills
This module develops:
• Being able to think critically and be creative: manage the creative processes in self and others; organise thoughts, analyse, synthesise and critically appraise. This includes the capability to identify assumptions, evaluate statements in terms of evidence, detect false logic or reasoning, identify implicit values, define terms adequately and generalise appropriately.
• Being able to solve complex problems and make decisions: establish criteria, using appropriate decision-making techniques including identifying, formulating and solving business problems; and the ability to create, identify and evaluate options; the ability to implement and review decisions.
Transferable (key) skills
This module develops:
• High personal effectiveness: critical self-awareness, self-reflection and self-management; time management; conflict resolution, displaying commercial acumen, the ability to continue to learn through reflection on practice and experience.
Learning Aims
• Digital business – the development of strategic priorities to deliver at speed in an environment where digital technology is reshaping traditional revenue and business models, associated risk management.
• The importance of sustainability issues, including an understanding of the challenges and opportunities arising from the activities of people and organisations on the economic, social and environmental conditions of the future.
• Effective communication: networking, listening, oral and written communication of complex ideas and arguments, using a range of media, including the preparation of business reports.
Conveners
- Dr Anita Chakrabarty