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MRKT7017 - Business to Business Marketing

Title:Business to Business Marketing
Long Title:Business to Business Marketing
Module Code:MRKT7017
Duration:1 Semester
Credits: 5
NFQ Level:Advanced
Field of Study: Marketing & Advertising
Valid From: Semester 1 - 2021/22 ( September 2021 )
Module Delivered in 4 programme(s)
Module Coordinator: Pio Fenton
Module Author: Michael Falahee
Module Description: This module will provide an understanding of the dynamics of the Business to Business environment focusing specifically on the skills necessary to formulate effective business marketing strategies in a national and global context.
Learning Outcomes
On successful completion of this module the learner will be able to:
LO1 Critically evaluate the differences between B2B and B2C and illustrate the impact these differences have on the development of marketing strategies in a B2B context.
LO2 Illustrate how the special challenges and opportunities afforded by both the national and international business market environment can be used to manipulate a successful market position.
LO3 Evaluate the importance of the organisational buyer in the quest to build successful long term relationships in a B2B industry.
LO4 Critically assess how effective marketing strategies can be developed for national and international markets.
LO5 Apply appropriate judgement in the effective selection and application of marketing strategies to real life scenarios.
Pre-requisite learning
Module Recommendations

This is prior learning (or a practical skill) that is strongly recommended before enrolment in this module. You may enrol in this module if you have not acquired the recommended learning but you will have considerable difficulty in passing (i.e. achieving the learning outcomes of) the module. While the prior learning is expressed as named MTU module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).

Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module. You may not earn additional credit for the same learning and therefore you may not enrol in this module if you have successfully completed any modules in the incompatible list.
No incompatible modules listed
Co-requisite Modules
No Co-requisite modules listed

This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed. You may not enrol on this module if you have not acquired the learning specified in this section.

No requirements listed

Module Content & Assessment

Indicative Content
Consumer Vs Business Marketing
Similarities and differences between consumer goods and business markets and marketing. Characteristics of business markets. Unique characteristics of the organisational buyer. The development of a marketing strategy unique to the B2B industry.
Business Market Environment
Environmental, Global, Organisational, Group and Individual variables that influence organisational buying decisions.
The Industrial Buyer
Types of buyers in B2B markets. Organisational buying behaviour and the organisational buying process. International buyers and their behaviour. Target segments and the development and management of relationships with buyers within those segments.
Marketing Strategies
Development of a marketing mix for national and global business markets. The marketing mix and how it can be used to achieve a competitive market position in a national and global marketplace.
Real Life Scenarios
Develop future marketing strategies applicable in 'real life' scenarios through an evaluation of the marketing environment and an understanding of the use of the marketing mix.
Assessment Breakdown%
Course Work100.00%
Course Work
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Written Report Students will be required to prepare a written report on a national or international business to business scenario. 1,2 40.0 Week 7
Multiple Choice Questions Multiple Choice Quiz focusing on learning outcomes 1, 2 3,4 and 5. 1,2,3,4,5 30.0 Week 11
Short Answer Questions Students will be required to answer a series of SAQ's on a Case Study relating to a Business to Business organisation. 3,4,5 30.0 Week 13
No End of Module Formal Examination
Reassessment Requirement
Repeat examination
Reassessment of this module will consist of a repeat examination. It is possible that there will also be a requirement to be reassessed in a coursework element.

The institute reserves the right to alter the nature and timings of assessment


Module Workload

Workload: Full Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture Class based Lecturing 3.0 Every Week 3.00
Independent & Directed Learning (Non-contact) Independent study 4.0 Every Week 4.00
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 3.00
Workload: Part Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture Class based lecturing 1.5 Every Week 1.50
Independent & Directed Learning (Non-contact) Independent study 5.5 Every Week 5.50
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 1.50

Module Resources

Recommended Book Resources
  • Zimmerman and Blythe 2018, Business to Business Marketing Management: A Global Perspective, 3rd Ed., Taylor and Francis London and NY [ISBN: 9781138680760]
  • Michael D. Hutt, Thomas W. Speh, 2014, Business Marketing Management: B2B, Europe, Middle East and Africa Edition. Ed., Cencage Learning Hampshire [ISBN: 1408093715]
Supplementary Book Resources
  • Brennan, Canning and McDowell 2017, Business to Business Marketing, 4th Ed., Sage [ISBN: 1473973449,]
This module does not have any article/paper resources
Other Resources
  • Database: Emerald
  • Database: EBSCO
  • Database: Infotrac
  • Journal: Journal of Business and Industrial Marketing
  • Journal: Journal of Strategic Marketing
  • Journal: Journal of Marketing Management
  • Website: B2B Marketing
  • Website: B2Bmarketing.com

Module Delivered in

Programme Code Programme Semester Delivery
CR_BBUSS_8 Bachelor of Business (Honours) 1 Elective
CR_BIBLA_8 Bachelor of Business (Honours) in International Business with Language 7 Elective
CR_BIBLA_8 Bachelor of Business (Honours) in International Business with Language 5 Elective
CR_BMRKT_8 Bachelor of Business (Honours) in Marketing 5 Mandatory

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