Registry
Module Specifications
Current Academic Year 2012 - 2013
Please note that this information is subject to change.
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| Description | |||||||||||||||||||||||||||||||||||||||||
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1. To facilitate the student's understanding of the nature, structure and distinguishing characteristics of the industrial or business-to-business market.2. To provide a framework for understanding and analyzing organizational buying behavior in all sectors of the business market including commercial enterprises, government and institutions.4. To develop the student's ability to manage the firm's marketing efforts directed towards the business market | |||||||||||||||||||||||||||||||||||||||||
| Learning Outcomes | |||||||||||||||||||||||||||||||||||||||||
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1. Appraise and apply B2B marketing theory and concepts to a range of business situations 2. Describe the dynamic nature of the business-to-business marketing environment and the similarities and differences between consumer and business marketing 3. Evaluate the characteristics and decision processes of organisational buyers and the need for effective customer relationship management in B2B markets 4. Formulate business marketing strategies incorporating appropriate marketing mix functions, organisation and control 5. Demonstrate communication and group-work skills | |||||||||||||||||||||||||||||||||||||||||
All module information is indicative and subject to change. For further information,students are advised to refer to the University's Marks and Standards and Programme Specific Regulations at: http://www.dcu.ie/registry/examinations/index.shtml |
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| Indicative Content and Learning Activities | |||||||||||||||||||||||||||||||||||||||||
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Introduction. Overview of business-to-business marketing; business products classification; differences between business marketing and consumer marketing; the nature of business-to-business demand; business purchasing.. Business market analysis. Business buyer behaviour; characteristics of buyer/seller relationships; business purchasing; market information systems in business-to-business marketing; segmentation in business marketing.. Product and Service Management in Business-to-Business Marketing. Developing new products; designing new products; developing products for global markets; the product-service mix; new service product development; issues in marketing services.. Marketing Mix Management for Business Products. Business pricing; price setting theory; competitive bidding; channel strategy; industrial distributors and agents; logistics management; the total cost approach to logistics management; business advertising; sales promotion; personal selling; sales force management.. Strategic Issues in Business-to-Business Marketing. Marketing decision support systems, budgeting for business marketing; organising for business marketing; implementing and controlling business marketing strategies.. Contemporary Issues in Business-to-Business Marketing. Competition and co-operation in business markets; technology and the industrial marketplace; European perspectives in business-to-business marketing.. | |||||||||||||||||||||||||||||||||||||||||
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| Indicative Reading List | |||||||||||||||||||||||||||||||||||||||||
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| Other Resources | |||||||||||||||||||||||||||||||||||||||||
| None | |||||||||||||||||||||||||||||||||||||||||
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| Programme or List of Programmes | |||||||||||||||||||||||||||||||||||||||||
| IBLC | BA in Inter. Business & Lang. (Chinese) | ||||||||||||||||||||||||||||||||||||||||
| Timetable this semester: Timetable for MG303 | |||||||||||||||||||||||||||||||||||||||||
| Date of Last Revision | 14-MAR-12 | ||||||||||||||||||||||||||||||||||||||||
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