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Module Title LM Business to Business Relationships
SchoolBirmingham Business School
Department Birmingham Business School
Module Code 07 22027
Module Lead Dr Andrew Pressey
Level Masters Level
Credits 10
Semester Semester 2
Pre-requisites LM Marketing Management - (07 07003)
Co-requisites LM Marketing Communications - (07 20821)
Restrictions None
Contact Hours Lecture-0 hours
Seminar-0 hours
Tutorial-0 hours
Project supervision-0 hours
Demonstration-0 hours
Practical Classes and workshops-0 hours
Supervised time in studio/workshop-0 hours
Fieldwork-0 hours
External Visits-0 hours
Work based learning-0 hours
Guided independent study-0 hours
Placement-0 hours
Year Abroad-0 hours
Exclusions
Description

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.

Learning Outcomes

By the end of the module the student should be able to:

  • demonstrate comprehensive knowledge and understanding of the concepts and theories of business-to-business marketing;
  • identify, apply and demonstrate critical awareness of contemporary issues, current research and theoretical frameworks and processes in business-to-business marketing;
  • critically evaluate business-to-business marketing strategies and approaches.
Assessment 22027-01 : Exam : Exam (Centrally Timetabled) - Written Unseen (100%)
Assessment Methods & Exceptions One 3 hour examination (100%) Reassessment: 3 hour examination (100%)
Other None
Reading List