Business relationships are the fundamental assets for organisations. To sustain business continuance or growth, organisations have to build successful external relationships with various partners. The purpose of the module is to develop and understanding of the nature and distinguishing characteristics of business markets, to appreciate the importance of business relationships in the contemporary business environment, and to gain an understanding of how to manage business relationships with customers and suppliers.
In order to achieve this we will examine the differences between business markets and consumer markets, evaluate the role and purpose of organisational buying behaviour, understand the key issues in managing business relationships with customers and marketing channels, examine how value is created for organisational customers, appreciate the roles of technology and marketing communication in B2B relationships, understand the basic ideas of business networks, and apply methods to design marketing strategies in a B2B context that provide customer value. The module will draw on company examples (eg from Veolia, Boeing, Rolls-Royce, Aerospace, Honda and Toyota) to illustrate the concepts covered.