Business to Business Marketing (BS0120)

? Credit Points : 10 ? SCQF Level : 11 ? Acronym : MSE-P-BS0120

The course focuses on how businesses identify and competitively satisfy the needs of other businesses. It is a radically different challenge than marketing to end users (consumers). Business goods go through numerous transactions and transformations before they are ready to be ultimately sold to consumers (for example sand=>silicone=>semiconductor chips=>computer mother boards=>personal computers). Although a common body of marketing knowledge applies, important differences exist between consumer and business marketing, especially the nature of the markets, demand patterns, buyer behaviour and buyer-seller relationships.

Entry Requirements

? Pre-requisites : PGs Only

Subject Areas

Home subject area

Business Studies, (Management School and Economics, Schedule H)

Delivery Information

? Normal year taken : Postgraduate

? Delivery Period : Block 5 only

? Contact Teaching Time : 30 hour(s) per week for 1 weeks

Summary of Intended Learning Outcomes

Knowledge and Understanding:
After completing the course, the student will be able to:
-Appreciate the dynamic and complex nature of the business marketplace.
-Understand the important differences between consumer and business markets and the implications for marketing management.
-Recognise the implications the specific nature of business-to-business organisation has on marketing.
-Critically appraise the marketing strategies and operations of business marketers.