Business to Business Marketing
| Code | School | Level | Credits | Semesters |
| BUSI4385 | Nottingham University Business School China | 4 | 10 | Spring China |
- Code
- BUSI4385
- School
- Nottingham University Business School China
- Level
- 4
- Credits
- 10
- Semesters
- Spring China
Summary
The content of this module will serve as an introduction to the main theoretical and managerial concepts and issues in the area of business-to-business marketing and will focus on aspects of strategic marketing relationships between companies and other stakeholders. Possible topics may include:
· What is a Market? A service ecosystem approach to understanding markets
· Organisational buying behaviour and market structures
· How do markets work? Creating and shaping new markets and maintaining market dynamics.
· Market relations and sustainable competitive advantage
· Forming business networks: business network partnership attraction
· Business-to-Business marketing strategies
· Innovation in business networks
· Managing business networks: communication, coordination and learning in business networks
· Strategic Market Relations in the Digital World
· Branding and building loyalty: value co-creation in network partnerships
Target Students
Business School MSc students subject to compliance with module choice requirements, as listed in the degree programme specification. In addition, other MA/MSc students subject to the discretion of the Director of MSc Programmes
Classes
- One 1-hour seminar each week for 2 weeks
- One 2-hour lecture each week for 10 weeks
10 x 2 hour lectures over ten weeks 2 x one hour seminars in two separate weeks
Assessment
- 100% Coursework 1: 2,500-word individual coursework (100%)
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:
· 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.
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.
This module develops:
· 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
- David Phang