Module Details

Module Code: MKTG H4311
Module Title: Business to Business Marketing
Title: B2B Marketing
Module Level:: 8
Credits:: 5
Module Coordinator: Myles Kelly
Module Author:: Deirdre Fleming
Domains:  
Module Description: This module aims to provide a understanding of the dynamics of business to business marketing in a Digital economy both nationally and globally while also learning how to develop business to business Marketing Strategies.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Critically evaluate new tools and technologies in Business to Business Marketing and the changes in the organisational buyer behaviour journey, in the development of long term strategic business relationships.
LO2 Research and develop a Business to Business Marketing Strategy.
LO3 Critically analyse the challenges and opportunities in both national and international business environments in order to develop successful B2B market positioning.
Dependencies
Module Recommendations

This is prior learning (or a practical skill) that is recommended before enrolment in this module.
No recommendations listed
Co-requisite Modules
No Co-requisite modules listed
Additional Requisite Information
No Co Requisites listed
 
Indicative Content
The Business to Business Buyer
Characteristics of the B2B Buyer. changing dynamics - Fostering relationships. Understanding the B2B buyer behaviour journey.
The evolving B2B marketing landscape
More channels and platforms, need for agility, changing buyer, data management.
Tools and Technologies
Evaluate marketing tools and technologies including four that impact B2B marketing such as Analytics, Optimisation, Marketing Automation, Targeting and Personalisation.
B2B Marketing Planning
The planning cycle, B2B brand awareness, demand generation, organisational enablement.
Control and Measurement
Budgeting, Staffing, Measuring.
Module Content & Assessment
Assessment Breakdown%
Continuous Assessment100.00%

Assessments

Full Time

Continuous Assessment
Assessment Type Case Studies % of Total Mark 30
Timing Week 24 Learning Outcomes 1,3
Non-marked No
Assessment Description
Using a case study approach, Learners will be tasked with identifying and evaluating key trends, influences and changes in the buying organisation (DMU) and the B2B customer buyer journey. Learners will be required to appraise and provide B2B marketing solutions to respond to these changes.
Assessment Type Project % of Total Mark 70
Timing Sem 2 End Learning Outcomes 1,2,3
Non-marked No
Assessment Description
In groups, learners will undertake research and develop a Business to Business marketing strategy for a client company.
No Project
No Practical
No End of Module Formal Examination

SETU Carlow Campus reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Workload Category Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact No Description Every Week 3.00 3
Independent Learning Time Non Contact No Description Every Week 6.00 6
Total Weekly Contact Hours 3.00
Workload: Part Time
Workload Type Workload Category Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact No Description Every Week 1.50 1.5
Independent Learning Time Non Contact No Description Every Week 7.50 7.5
Total Weekly Contact Hours 1.50
 
Module Resources
Recommended Book Resources
  • King, KA. (2015), Complete Guide to B2B MArketing, Pearson, [ISBN: 408452-7].
  • Zimmerman and Blythe. (2013), Business to Business Marketing Management, A global perspective, Routledge, London.
  • Hutt and Speh. (2013), Business Marketing Management, 11th. South Western.
Supplementary Book Resources
  • Brennan, Canning and McDowell. (2011), Business to Business MArketing, 2nd. Sage.
Recommended Article/Paper Resources
  • Journal of Strategic Marketing. JSM.
  • Journal of Marketing Management. JMM.
  • Industrial Marketing Management Journal. IMM.
  • Journal. Journal of Business and Industrial Marketing.
Other Resources
Discussion Note: