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School of Management, Unit Catalogue 2011/12


MN50356: Marketing to businesses and organisations

Click here for further information Credits: 6
Click here for further information Level: Masters UG & PG (FHEQ level 7)
Click here for further information Period: Semester 1
Click here for further information Assessment: EX 100%
Click here for further information Supplementary Assessment: Like-for-like reassessment (where allowed by programme regulations)
Click here for further information Requisites:
Click here for further information Description: Aims:
The unit aims to develop an understanding of how business markets differ from consumer markets, to illustrate the importance of relationships within such markets, and seeks to put the role of the business-to-business marketing manager into the broader context of overall business strategy.

Learning Outcomes:
After completing the unit, the student should be able to understand a) the building blocks of inter-firm relationships, b) how firms interact, and c) how firms negotiate the creation and distribution of "value."

Skills:
Develop the ability to conceptualize Business- to-Business marketing problems and devise creative solutions by using a series of analytical tools. (T,F,A)
Develop the ability to plan and rationalize activities. (T,A)
Develop presentation skills in the classroom. (A)

Content:
The course will contain a range of lectures, in-class assignments and case-studies and exercises for the following topics:
* Introduction to business-to-business marketing
* Modern managerial challenges
* Business-to-business segmentation & positioning
* Network approach
* Innovative business relationships
* Business negotiation & deal making
* Contractual arrangements
* Key account management
* Business purchasing
* Business network mobilisation.
Click here for further informationProgramme availability:

MN50356 is a Designated Essential Unit on the following programmes:

School of Management
NB. Programmes and units are subject to change at any time, in accordance with normal University procedures.