Registry

Module Specifications

Current Academic Year 2012 - 2013
Please note that this information is subject to change.

Module Title	Business Marketing
Module Code	MG535
School	DCUBS
Online Module Resources
Module Co-ordinator	Semester 1: Donal Clancy Semester 2: Donal Clancy Autumn: Donal Clancy
NFQ level	8	Credit Rating	5
Pre-requisite	None
Co-requisite	None
Compatibles	None
Incompatibles	None

Description

To understand the key role of marketing in the value-chain creating processes. To understand the nature and structure of the marketing function in a B2B or B2G environment. To relate relationship marketing theory to business environment. To understand and analyse selling and buying behaviour in all sectors of the business market.

Learning Outcomes

1. Describe the theories, principles and practices of marketing in a b2b environment.
2. Critically appraise emergent marketing tools and techniques in a business environment.
3. Select and apply relevant marketing concepts in the context of supply networks and b2b relationships.
4. Ascertain the role of marketing in strategic purchasing.

Workload	Full-time hours per semester
*Type*	*Hours*	*Description*
Total Workload: 0

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

Indicative Content and Learning Activities

Introduction to Marketing and BtoB Marketing. Relationship Strategies and Buyer Behavior. Innovation, New Product Development, and High Tech Markets. Pricing and Negotiation Practice in Business Markets. B2B Marketing Management.
Segmentation, Targeting, Positioning and Distributing Integrated Marketing Communications for B2B Markets (Advertising & PR, Direct Marketing & Sales Management).

Assessment Breakdown
Continuous Assessment	60%	Examination Weight	40%

Course Work Breakdown
Type	Description	% of total	Assessment Date
Report (s) (written / oral)	HBS Case study	50%	Every Week
Essay	Syntehsie and anlyse key articles and evaluate applicability to your own company	10%	Every Week

Reassessment Requirement
Resit arrangements are explained by the following categories; 1 = A resit is available for all components of the module 2 = No resit is available for 100% continuous assessment module 3 = No resit is available for the continuous assessment component
This module is category 1

Indicative Reading List