Postgraduate Course: Business to Business Marketing (EMBA) (CMSE11276)
Course Outline
School | Business School |
College | College of Humanities and Social Science |
Course type | Standard |
Availability | Not available to visiting students |
Credit level (Normal year taken) | SCQF Level 11 (Postgraduate) |
Credits | 10 |
Home subject area | Common Courses (Management School) |
Other subject area | None |
Course website |
None |
Taught in Gaelic? | No |
Course description | 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 (not applicable to Visiting Students)
Pre-requisites |
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Co-requisites | |
Prohibited Combinations | |
Other requirements | None |
Additional Costs | None |
Course Delivery Information
Not being delivered |
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. |
Assessment Information
Team-based Case Submission 40%
Individual Participation 10%
Individual Case Submission 50% |
Special Arrangements
None |
Additional Information
Academic description |
Not entered |
Syllabus |
Not entered |
Transferable skills |
Not entered |
Reading list |
Not entered |
Study Abroad |
Not entered |
Study Pattern |
Not entered |
Keywords | Not entered |
Contacts
Course organiser | Dr Malcolm Kirkup
Tel: (0131 6)50 8067
Email: Malcolm.Kirkup@ed.ac.uk |
Course secretary | Miss Kate Ainsworth
Tel: (0131 6)51 3854
Email: Kate.Ainsworth@ed.ac.uk |
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