Postgraduate Course: Business to Business Marketing (EMBA) (CMSE11276)
Course Outline
| School | Business School |
College | College of Humanities and Social Science |
| Credit level (Normal year taken) | SCQF Level 11 (Postgraduate) |
Availability | Not available to visiting students |
| SCQF Credits | 10 |
ECTS Credits | 5 |
| Summary | 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. 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. |
| Course description |
The dramatic rise in competition on a worldwide basis requires a global perspective on markets. To secure a competitive advantage in this challenging environment, business market customers need to develop closer, more collaborative ties with fewer suppliers than they have used in the past; use the Internet to promote efficiency and real-time communication across the supply chain; and demand quality plus speed from their suppliers. These important trends in procurement place a premium on the supply chain management capabilities of the business marketer. Business marketing programmes increasingly involve a customised blend of tangible products, service support, and on-going information services both before and after the sale. Above all else, relationship management constitutes the heart of business marketing.
To successfully manage Business to Business Marketing challenges and opportunities, students will gain a foundation of Business to Business knowledge to them to: identify and competitively satisfy business marketing customer target market needs on a profitable basis; present a managerial approach to tackling strategic and operational issues; and to utilise evolving technological solutions to improve efficiency and effectiveness in marketing.
Syllabus
Nature of B2B marketing
Business market analysis
Organisational buying behaviour
Customer relationship management
Supply chain management, strategy and tactics. ¿
E-commerce in B2B marketing
Innovation in B2B marketing
Student Learning Experience
The course is delivered in an intensive one-week block and focuses on short lectures together with a series of case study discussions and in-class presentations. Students are expected to analyse and prepare cases ahead of the week in order to be adequately prepared for the intensive discussions,
|
Entry Requirements (not applicable to Visiting Students)
| Pre-requisites |
|
Co-requisites | |
| Prohibited Combinations | |
Other requirements | None |
Course Delivery Information
| Not being delivered |
Learning Outcomes
On completion of this course, the student will be able to:
- Understand and discuss critically the dynamic and complex nature of the business marketplace.
- Understand and discuss critically the important differences between consumer and business markets and the implications for marketing management.
- Critically evaluate the implications the specific nature of business-to-business organisation has on marketing.
- Critically appraise the marketing strategies and operations of business marketers.
|
Reading List
| A reading list will be provided during the course. |
Additional Information
| Graduate Attributes and Skills |
Cognitive and Subject Specific Skills:
Demonstrate a critical appreciation of the literature in this field and be able to relate the theory to practice.
Demonstrate an ability to research, collate and synthesise material relevant to the team project.
Transferable Skills:
Analyse the strategies and practices of Business to Business Marketing management.
Engage in critical discussion of marketing in a business to business context in class.
Debate and defend considered arguments.
Study independently and take responsibility for sourcing, reading and analysing related reference material for the course.
Create strategic and tactical plans.
|
| Keywords | Marketing Strategy Organisations Global |
Contacts
| Course organiser | Dr Malcolm Kirkup
Tel: (0131 6)50 8067
Email: Malcolm.Kirkup@ed.ac.uk |
Course secretary | Miss Tammy French
Tel: (0131 6)50 3475
Email: Tammy.French@ed.ac.uk |
|
|
University Homepage